Optimize Facebook Ads

Everyone wants to know what can be done in order to optimize Facebook ads.  If you have had success with Facebook advertising, you are aware of the process it takes to get your ads producing.  Sometimes countless changes are made in order to get results you are satisfied with.  Being willing to try new things and change things when they are not working are keys to being a good Facebook advertiser.  

Ask Yourself…

You have edited your ad creative, tested different ad copy and still, your CPA is through the roof.  Where do you go from here?  Before you hit your head against a brick wall, ask yourself a few questions…..

  1. Is my creative up to quality standards?
  2. Am I advertising a quality product?
  3. Have I set up my tracking properly?  Am I analyzing the correct data

If you answered “no” to any question you will want to address that issue before you continue to spend money on advertising.  If you have answered “yes” to all of the above questions continue reading to learn some tips to get your campaigns converting.

Check the Basics

When an ad is lacking in performance, check the basics first!  Review your live ads with the “Performance and Clicks” column selected like so:

Underperforming ads will have high CPCS (cost per click), low relevance scores and low CTR’s (click through rate).  If you are seeing any underperforming signs then there is work to be done on the creative side of your ad.  

Check out our Ad Copy Blog for some suggestions on some different forms of copy you can try out!  A good rule of thumb when switching creatives is to do the opposite of what you first tried. Long copy not working?  Switch it to short! The options are endless here. Be creative, its part of the job.

Protip: If you are running a video ad, split test different thumbnails to see which one performs best. 

The next item on our list is something you always want to keep a close eye on.  A constant balancing act is going on when you are advertising.  You want to get yourself out there and in front of the right audience without overdoing it.  Saturating your audience will turn them off almost immediately.

Advertising Is a Balancing Act!

Be aware of ad set frequency

If you are working with a higher ad budget, your frequency scores can raise very quickly. For those that don’t know, the frequency is the number of times people in your audience have viewed your ads.  Some people need to see an ad a few times if they are “on the edge”.  There is a fine line to how many times you want someone to view your ad.  Any frequency above two or three should give you an alarm that you are saturating your audience.  

Example: Let’s say we are retargeting a video view audience with an offer.  This audience is going to be much smaller so you will only need a small daily budget.  You may be tempted to crank the budget up once you are seeing solid numbers but DO NOT DO IT!  Doing so will overdeliver your ad to that small audience, which will surely annoy them (not what you want to do if you are looking for sales or leads).

Don’t overspend on bad placements

Placements are not equal with Facebook ads.  Certain ad placements have better conversion rates and are going to convert better depending on your ad type and audience.  The difference between the newsfeed, messenger, and Instagram are huge!  If you are using auto placements, you will be more than likely be spending money on placements that aren’t delivering results.  

In order to check which placements are being optimized, you will need to access some data.  In your ads manager first, select “Performance and Clicks” in the columns section.  Then in the “Breakdown” tab select “By Delivery” and then click “Placement”.

Don't Overspend on Bad Ad Placements!

If you have gone with the “Automatic Placements” option, you have been spending money to have your ad shown anywhere Facebook can find available.  Depending on your product features, you can tailor your placements and optimize!  Shut down placements that are not generating high return.

Protip:  If you are just starting, you may want to tailor your placements to the newsfeed only.  This is a great starting point and will be a nice place to get your feet wet and not waste ad budget.  Another thing to consider is which devices are going to perform better.  Facebook’s default setting will have your ads placed on mobile and on a desktop.  Depending on what you are advertising you may want to change this setting.

Deliver your ads to the right audience

It’s always nice to have access to numbers and data.  Depending on your product, it may not make sense to advertise on mobile or desktop.  Let’s say you are advertising for computer software programs, it might make sense to advertise only on desktops or at least spend more money on desktop placements.  While on the other hand, it doesn’t make sense to advertise cell phone contracts on desktops.  

Now don’t shut down a certain placement before trying it out.  It’s always good to have multiple options, see what is working, and then go from there.  Just be aware of this data, to access it simply select “Impression Device” option of the breakdown.

Desktop or Mobile Placements?

These are just a few things to check if your ads are underperforming.  In life, you will never know the outcome unless you try new things!  Advertising is the same way, you have to try a variety of things in order to see what is working.  Once you find the seemingly perfect solution Facebook will throw a curveball and you will have to adapt as an advertiser.  

Be creative, have fun, split test, split test, and split test!  If you have been advertising on Facebook for a good amount of time you may know some other tricks to optimize your campaigns!  What are some things you are doing to get the most out of your advertising?  Comment and let us know below!