Optimize and Improve Your Facebook Ads in 2018

Let us begin with the facts. Around 80% of internet users have Facebook accounts. Moreover, 65% of adults above 65 years are using it on a daily basis. A large percentage of the 1.85 billion users check their pages several times in a day. Regardless of the people you are targeting, you can optimize your Advertising to reach them easily in year 2018.

However, you have to keep in mind that succeeding with Facebook Ads is not easy. From targeting a particular group of users to designing the best ad format, various variables can break or make your campaigns. The following are some of the important tips to help you optimize Facebook Advertising for 2018.

Target the right audience

To benefit from Facebook Ads, you have to define your target audience properly. Therefore, you have to understand their desires, wants and their pain points. Consider your audience’s demographics. Some data points like job roles, age, location and your audience’s interests are important. Facebook has been helping brands see the narrowness or broadness of their audience target and the best way to improve performance of their advertisements on the network.

Try various several types of Facebook Ads

Variety differentiates Facebook from the other popular ad platforms. Brands have freedom in terms of personalization and that apparently provides endless possibilities for compelling and creative ads. When selecting the types of Facebook Ads to employ in your marketing, keep your goals in mind. The available types of ads include Carousel Ads, Offers and Homepage Ads, Video Ads, Boosted and Promoted Posts and Lead Ads.

Use Facebook Re-marketing

The process of setting up campaigns can be daunting. Therefore, you might need to consider perfecting Facebook advertising strategies on the existing leads. Facebook remarketing allows serving ads to individuals who have already interacted with your brand. The interactions might include individuals who visited your business website previously, people who purchased through your website or individuals on your email-marketing list. The individuals are your hottest leads because they already know about your brand.

Budget for your Facebook Marketing

People glorify Facebook ads for their impressive cost per click (CPC) and the brand’s ability to define a budget. Poorly targeted campaign and one that goes unchecked can get pricey. In addition to the optimization and timing of ads, the cost of advertising of Facebook highly varies depending on the industry and the audience size. 

However, Facebook allows users to set up their budget on daily or lifetime basis. Facebook determines the best opportunities to serve advertisers on a daily basis. They may also extend your daily budget by around 25% depending on the available opportunities.

Test your ads

Test your ads before dumping money into campaigns. Facebook’s built-in Split Testing System has made the testing task easier. The system allows users to list the ads that have a possibility of performing. Put differently, you will have to create ad variations to pinpoint those that perform better. Test the Ad types, images, ad copy and calls to action if you want to observe better results within a shorter period.

Google Adwords Display

Perhaps, you want to know about the scientific processes that marketers use to optimize Facebook Ads or you are unsure whether your Ads are as converting as they should. But because advertising on Facebook is not an option anymore, you have to optimize your ads. How should you go about the optimization successfully? The following are a few tips to help you through the process in 2018.

Use Facebook Pixel to optimize your ads

You can use Facebook Pixel, a piece of code, to track how the platform’s users interact with your website and how the interaction relates to your Facebook ad campaigns after installing the Facebook Pixel. The piece of code has two main functions: optimization and measurement.

Speaking of measurement, Facebook Pixel allows tracking of conversions. It also uses Audience Insights to get the location, aggregate demographic and the purchase behaviour. On optimization side, it ensures that you are showing the right advertisements to the right individuals depending on their actions. With Facebook Pixel, you can retarget individuals who have already visited your website.

Show the ads for products people have added to their shopping carts

Every online marketer will agree that abandoned carts are among the biggest problems. Actually, around three quarters of shopping carts are abandoned before the prospective customer enters any payment information. If you are not following up with the potential customers who were almost completing a purchase, then you are possibly losing on profits.

A retargeting message within one hour of abandoning the shopping cart results to a 20.3% conversion rate. The second and third messages also convert substantially, with the third message converting at 18.2% after 72 hours.

Use panes in Carousel ad to develop a big compelling image

Facebook Carousel allows inclusion of 10 cards, each boasting a unique video and photo, in a single ad. People have been using Carousel format to highlight their product series or various benefits of a single product. To get more creative with Facebook Carousel, use all the panes to display one big image that can draw viewer attention more effectively.

Use “Get Directions” button to send people to your offline business

Facebook’s local ads allow local targeting for the offline businesses. You can therefore target individuals living within your location. The ads are more appealing to small businesses and are among the easiest types of Facebook ads you can create.

Statistics show that around 1 billion Facebook users access the platform through their mobile devices. Even more, the social media platform has presented a prime opportunity for businesses to reach individuals within walking or driving distance from their physical location.

The “Get Directions” call to action button on the local awareness ads provides prospective customers with an easier way of finding out how to reach your business from their location without clicking on any other mobile application.

Optimize your ad videos for no sound with the available automated captioning tools

Digiday shows that around 85% of Facebook Video views happen with the sound muted. Captioned video ads are known to increase the number of views by around 12% (only a few people would watch a video without caring what it is being said). Advertisers in Canada and the US can benefit from Facebook’s Automated Captioning Tool that allows making of automatic captions for English video ads. If you are living in any other country, you can optimize your videos manually.