Today we’ll be discussing the Best Approaches To Optimizing Facebook Ads For Conversions. Facebook remains the undisputed leader among social media advertising channels. Globally, billions of people use the platform every day, and the average daily user will spend a few hours on it. Its enormous popularity isn’t the only reason Facebook is an advertising powerhouse, though.
The myriad targeting options Facebook offers makes reaching your audience easy. The trick is to know which option will best serve your brand and most effectively drive conversions. To ensure your ideal buyers feel inspired to take action after seeing your ad on Facebook, check out this 14 Approaches To Optimizing Facebook Ads For Conversions that Wealth Ideas share below.
14 Best Approaches To Optimizing Facebook Ads For Conversions
1. Start With A Broad Target And Narrow It Down
Campaigns have been impacted by updates in Apple’s iOS 14. For most advertisers, I recommend running a top-of-funnel video campaign to broad audiences, targeting only location, age and gender. Then, create a custom audience of people who viewed your video ad and push them to your website for conversions. You will build this audience effectively despite the increased potential for Facebook users on Apple devices to opt-out of tracking.
2. Retarget Consumers Who Visit Your Site
Retargeting consumers who have already visited your site is an extremely effective way to structure your Facebook ads to drive conversions. By installing a Facebook pixel on your brand-owned site, you can optimize ad delivery, reconnect with site visitors and also build up lookalike audiences with additional targeting parameters.
3. Use Facebook’s Tracking Pixel
Facebook ads can be one of the biggest tools for growing your company, but if not set up correctly, they can be more costly than they are worth. To optimize them, first add Facebook’s tracking pixel on your website as well as to your pop-up campaigns. Then, transform your most engaging posts into ads, A/B test everything and retarget users who click through. Now, grow your business and generate more revenue.
4. Choose A Medium That Suits Your Goals
It’s important to research and explore your options. Ask yourself, “Who is my target audience, and what are my goals?” Photos offer a great way to show off a product. Videos, however, help demonstrate services. Short, “snackable” content easily captures attention and results in a call to action. Measure to see whether your ads were effective. Then, identify areas to tweak to improve your next campaign’s performance.
5. Use Your Google Analytics To Divide Ad Sets
The truest source of data is your own. Dig into your Google Analytics to determine winning audiences’ locations, demographics and interests, then target them on Facebook. Don’t take the easy route of using a single ad set. Divide ad sets by demographic or location, and use tailored ads for each audience. Lastly, use automated bidding, if possible, to optimize for your objective of boosting conversions.
6. Break Up Targets With Creative To See What’s Working
To make sure your Facebook ads are going to convert, first think about your target market and then your message. Is your message relevant to that audience? If you have multiple audiences, break up each potential target with the ad creative, then assess after 48 hours. The only way to know which audience is converting is by breaking each target up and reassessing to see what is working.
7. Test Strong Lookalikes In A Fair And Controlled Way
The only way to determine which targeting options are the best is to test both strong lookalikes and a variety of interests. In order for the test to be fair, all of the graphics and copy must be the same in each ad set. After about $100 in spend or 10,000 impressions, you can determine the best-performing audience based on purchases, leads, conversions or other metrics such as CTR, CPM and CPC.
8. Create A Client Avatar
Creating a client avatar is one of the best approaches to determining which targeting options your company should use to optimize its Facebook ads conversions. The client avatar for targeting should consist of client consumables, health and wellness details, values and goals, hobbies and interests, digital behaviors and more. All of these details will help in creating target audiences.
9. Let Facebook’s Algorithm Do The Heavy Lifting
If you start a general awareness campaign, Facebook will optimize it on your behalf and collect data from the most interested groups of users. The bigger the initial budget, the bigger the sample size, and the faster you’ll get results. After this, a simple retargeting campaign will work wonders.
10. Create Ads That Cater To Specific Generations
The age demographic has become a large point of focus over the past years. As the behavioral and social differences are noticeably distinguished between generations, Facebook ads should be created that cater to the specific generation they’re targeting.
11. Use Audience Insights To Attract Competitors’ Fans
First, you should be using analytics such as engagement and conversion rankings to make optimization recommendations. Also, use audience insights to target your competitors’ fans and lure them away. Once your campaign has been running for a while, you can remarket to custom audiences based on website traffic by layering and combining your audiences to narrow who you are reaching.
12. Target By Location First If You’re A Small Business
When determining your Facebook optimization strategy for conversions, always target by location first if you are a small business. Next, you should target by demographics so you can find people in your area who are interested in your product. Finally, you should target by interest because this approach selects people who have a hobby related to your niche.
13. Pay Close Attention To Frequency Capping
With many different options available for Facebook ad targeting, pay close attention to frequency capping. As consumers, we’ve all felt inundated by the same ad. Facebook gives consumers the option to “hide ads” and “never see this ad again.” Be careful to not put yourself in a situation where your ads are being hidden.
14. ‘Trust The Algorithm’
It’s easy to go down the targeting rabbit hole and never come out. After all, it’s such an easy thing to overthink. Over the past year, there’s been a big push to “trust the algorithm,” and that’s what we’ve done. Instead of trying to zoom in on our exact audience, we’ve instead created mega audiences made up of millions of people and let the algorithm do the work. So far, our results have been great.
I’m curious, are you currently running any Facebook ads?
Do you need help with your Facebook ads?
Or would you want to launch one soon?