10 Quick Tips to improve your Facebook Ads Performance
Have you been running your Facebook Ads campaign for some time but feel overwhelmed by Facebook jargon, naming conventions and terminology, whilst not achieving the performance that you are hoping for? Don’t worry, after you finish this article, you will be one step closer to running more effective Facebook ads!
Here are Elixus Agency’s 10 quick tips to improve your Facebook Ads Performance.
#1 Set a spending limit for your Ad Account:
No need to worry about breaking the limit of your credit card (or other payment methods) by doing this simple tip. How it works is that FB will calculate the maximum amount of spend and stop it when it hits the limit. The ideal way this can happen is to set the budget in the early period of the month and then reset it back to the initial number during the first days of the following month. By doing this, we have the added benefit of ensuring that the budget is being checked regularly. In order to do this, you have to go into Settings > Settings > Payment Settings then set the budget that you desired. We recommend keeping it under a month’s period.
#2 Mix up different creative formats under one ad set:
Ad sets with multiple creative formats perform better than ad sets with single ads. Having different creatives increases the opportunity for a variety of users to have positive responses to your ad set, as different creatives and ad formats will appeal to different audiences and will allow Facebook to optimise your ad account more efficiently. Try mixing up three to four ads with various formats of single image, single video, carousel, and collection ad and see your performance improve.
#3 Prioritize carousel format ad over other variants:
In comparison to the other formats, the carousel format works really well across all our clients’s campaigns due to its ability to showcase products and features to users. By displaying multiple products, messages, CTAs, and distinct landing pages for each product, we create a positive buying experience for customers by reducing friction throughout the customer journey.
#4 Fill out your ads’ UTMs:
While FB ads can offer it’s analytic service, almost all of our clients also monitor their performance using Google Analytics (GA). In order to have the data reflected in the GA properly, make sure that you fill out the ‘URL Parameter’ column under the ads section. Don’t forget to properly address the source of each campaign and ad distinctly.
#5 Tick the expand detailed targeting checklist:
Confused how to generate a high amount of quality users into your site? Have you been trying out several interests targeting under one campaign? Try to tick that checklist inside the ad set level to generate similar results coming in with a similar or cheaper cost.
#6 Campaign budget optimization usage:
We understand that as a performance marketer, we feel the need to be in control of every aspect of the ads, including the ad set’s budget. Since the introduction of the Campaign Budget Optimization (CBO) feature in Facebook Ads in mid-2019, budget optimization becomes easier since Facebook will allocate the budget to the best performing campaigns by setting the ad set preference of ‘optimization of ad set delivery’.
#7 Opting for automatic placements within you ad set:
Having been experienced working with Facebook and as digital marketers ourselves, we understand that limiting placement to reduce the cost is one of the ways for optimization. One of the downsides of focusing on one placement is that it is not sustainable and will be especially challenging/costly during the competitive holiday season. Include multiple ad formats within your ad sets to give the algorithm flexibility to serve the right ad format to the right person on the right placement.
#8 Differentiate your location targeting for your audience:
As advertisers, we want to target everyone in the desired location, hoping that the bigger the audience, the greater the revenue. However, it is less likely the case if we are talking about the type of people. Facebook segments the data so that we are able to choose different targeting as below:
- Everyone in This Location (default)
- People Who Live in This Location
- People Recently in This Location
- People Traveling in This Location
#9 Use audience insights feature to get a complete ideal persona profile of your customers:
By connecting your Facebook Business Page and Facebook Ad Account, you can garner several insights through multiple dimensions of your audience. After carefully studying the audience, you can create multiple personas along with lookalike audiences with the current audience source.
#10 Connecting your FB Pixel:
Although it is a very obvious thing to do, remember to connect your pixel to the relevant Facebook Ad Account before you start spending money. To check whether the pixel is properly connected, you can go to Measure & Report > Events Manager > Pixel. If the pixel is implemented properly, you should be able to see key metrics of FB Ads such as page view, view content, add to cart, and purchases.