What's the other side of the coin? You might be wondering. It's easy to say: between updates to data analysis platforms, tracking, Artificial Intelligence and the Privacy Guarantor, the life of those of us who do marketing has recently become more complicated, and not a little!
We wrote this article precisely to give you a hand, providing you with six useful tips (+1) to improve the performance of your Facebook Ads with six wise, slightly zen phrases to help you keep them in mind right away.
Spoiler alert: you won't be able to do without the last bonus tip. Especially estonia whatsapp number data 5 million if you really want to optimize your spending and have a fantastic return on investment (we're already in wise Yoda mode).
1. Expand audience and placements
One of the reasons why Facebook or Instagram Ads are so powerful is that you can choose the audience you want to show your ads to. However, it is important not to limit yourself to a small audience and limited placements.
The advertising platform's machine learning algorithms need a large amount of data to work at their best, so much so that Facebook itself took the initiative and, after the much-discussed IOS 14 update that completely changed the rules of the game in terms of tracking and cookies, it gradually began to remove various detailed targeting criteria (by interests), in order to push advertisers to use a large audience, favoring machine learning logic.
Moral of the story: try not to apply too stringent detailed targeting criteria if you want to optimize your Ads spending as best as possible, but never exclude a priori the possibility of launching campaigns on very vertical targets, they can still give great satisfaction today (especially on short-term spot campaigns)!
The same logic also applies to ad placements. The advice is to keep as many placements active as possible: this function will facilitate the work of the algorithm, which will have a greater chance of reaching your target audience during its navigation path and at a lower cost.
Be careful, though, don't rely exclusively on Advantage+ placements : analyze the performance of your campaigns and optimize them, always! "Automatic" placements can be especially helpful on awareness campaigns, but if we're talking about pure performance and lead generation campaigns, evaluating the performance of each placement is essential.
The wise man says: " You must not set boundaries to your horizons."
2. Test, measure results, and scale
Old but gold: when it comes to Facebook Ads, it is important to continuously plan tests to understand which audiences are most effective and which ads work best with your target audience. In particular, it is the choice of creativity that can often shift the balance: each campaign should in fact start immediately with multiple ads in A/B test (start with 2-3, don't overdo it!), thus allowing you to immediately identify the elements that work best within the ads and that generate, depending on the campaign objective, the best CTR, the best conversion rate or the greatest user engagement.
Constantly monitoring the results of your Facebook Ads will also allow you to understand what is working and what is not, so you can optimize your campaigns to improve results. Once you have identified the ads that get the best results, there comes a time when you need to scale the campaign by gradually increasing the budget.
3. Don't fragment your campaigns
Instead of creating many small campaigns, which perhaps even have the same objective and chase the same target, focus on creating a single campaign, even better if in CBO ( Campaign Budget Optimization ). In this way you will be able to optimize the spending and performance of your Ads more effectively. In fact, the algorithm will do it for you! Furthermore, you will be able to measure and optimize the results more effectively without getting lost in a thousand streams (which may not flow into the one, great sea of your business).
The wise man says: " One river is better than a thousand streams ."
4. Adapt your creativity
Before starting your campaigns, make sure your ads are suitable for your marketing goals and the audience you want to reach. Identify and leverage your target's pain points , attracting their attention with a reminder of their problem or need, and finally, make sure that your creatives are able to best convey the message you want to convey, both visually and textually.
In addition, we add a small practical basic tip and a more advanced one. A little while ago we suggested trying to exploit as many placements as possible, especially on awareness campaigns, but remember that each of them requires a specific creative format and the platform will not always be able to "remodel" your graphics effectively: so customize your placements with ad hoc creatives and - to be clear - don't leave a 1:1 format graphic for Stories, put a vertical one in 9:16!
Advice for the more experienced : if you're thinking of using a video for your campaigns, study it so that it is effective even without audio. How? By providing written text or using subtitles for example.
