When it comes to Facebook Ads, the hype is real. With over 2.13 billion monthly active users and in-depth targeting features, Facebook is one of the best places to find qualified leads. There is no doubt that running Facebook Ads is an incredibly effective way to grow your business.
If you’ve tried to create some Facebook Ads before (but didn’t achieve expected results) or just want to create some and you’re still wondering how to run an effective campaign, this article is for you. Here we’ll show you 5 proven Facebook Ads optimization techniques that will help you to create ads that convert and grow your website traffic.
Install a Conversion Pixel
This is an obvious tip, but surprisingly many businesses neglect to install conversion pixels.
A Facebook Pixel is code that you plaчce on your website. It helps you track conversions from Facebook Ads, optimize ads based on collected data, build targeted audiences for future ads, and remarket to qualified leads – people who have already taken some kind of action on your website.
Here’s what you need to do to create and install a Facebook pixel:
- Go to your Pixels tab in Events Manager and click Create a Pixel.
- Click create in the box that appears to finish creating your Pixel.
- Once you’ve created it, put the pixel code on your website or ask a developer to place it there for you.
- Having placed it to your website, add events to track specific actions people take on your website.
Test Lookalike Audiences
Targeting is one of the most important pieces of any successful advertising campaign. You need to constantly test audiences to find which will drive the best performance. Time after time, we find that we come back to Facebook Lookalike audiences to achieve this.
Facebook Lookalike audiences are composed of people who share the same basic characteristics of your current customers. You can build Lookalike audiences from a multitude of sources, including either a customer list, pixel data, mobile app data, or fans of your Facebook Page.
To create a Facebook Lookalike Audience, you must be the admin of the Page or pixel you’re creating it from. If you’re making a Lookalike Audience from a Custom Audience, you must be the creator of that Custom Audience.
Here’s how you create a Facebook Lookalike Audience:
- Go to your Audiences.
- Click the Create Audience dropdown and choose Lookalike Audience.
- Choose your source.
- Choose the country/countries where you’d like to find a similar set of people.
- Choose your desired audience size with the slider.
- Click Create Audience.
Test Different Images
You probably won’t create the best version of your image in your first attempt. This is why you should create several versions, and split test them till you find the best performing one.
Facebook now lets you split test images directly from their ad tool, so this is something should do to maximize results. But make sure no matter what you change, you always stick to the rule of conversion scent, and the 20% text limit. You can check if your ad doesn’t exceed the text limit with free Text Overlay Tool offered by Facebook.
Keep Mobile and Desktop Ads Separate
Use separate ad sets for mobile and desktop so you can optimize your ads, bids and conversions based on a device. Ads and calls to action are likely to perform differently on desktop versus mobile, and any ad setup should take that into account.
In addition to this, we would recommend you to create different ad sets for different ad placements. For instance, if you choose to advertise in desktop news feed and right column, create separate ad sets for each of them.
Choose a Call to Action
Facebook allows you to select a call to action in your ads. Calls to action can have a significant impact on your click-through rate, as well as the conversion rate, and you should split test them thoroughly over time.
Types of call-to-action buttons include:
- Shop Now
- Learn More
- Sign Up
- Book Now
Keep in mind that you should perform different tests simultaneously. Images, call to actions, landing pages, devices, etc should all be tested separately. If you do many tests at a time, you won’t know what exactly improved the result or made things worse.
There’s no denying that Facebook ad optimization can take some extra time and it can even take a little extra ad spend while you try out different strategies to see what works best for your audience and what doesn’t.
In the long run though, careful management and optimization strategies will help you increase the return on investment in your ads, making sure you’re getting more bang for your buck and never overspending.