Facebook advertising has been affected the worst by Apple’s privacy improvements, but it is far from ineffective. Statista reports that there are 10 million active advertising accounts. That’s enough Facebook ads to fill 150 football stadiums. So, Facebook advertisements are still popular, and Facebook advertisers are plentiful—which means you need to know how to optimize Facebook ads to stand out and get the most bang for your buck. That also means you’ve come to the right place, because in this post, I’ll provide a roundup of 5 Facebook ad optimizations from PPC influencers and pros from all over the world.
How to optimize Facebook ads the right way
You’ll find a mix of tips here—some strategic, others tactical; some straightforward, others downright clever—but they’re all designed to help you maximize both your time and your budget, and they all come from pros who use the platform on a daily basis.
Improve your account structure
This isn’t so much an optimization as it is a best practice, or, more accurately, a requirement if you want to succeed at all with Facebook ads; and Empiric Marketing, LLC founder Brett McHale addresses it in his post on the habits of highly effective Facebook advertisers. Too often, advertisers segment their campaigns based on who they are targeting rather than what their goal is. Assume you have an SEO ebook for small businesses. There are three versions of the ebook available: one for physical therapists, one for interior designers, and one for lawyers. Instead of creating three separate campaigns for each audience, create one campaign for the ebook and then three ad sets for each audience within that campaign. This is the intended use of Facebook campaigns and ad sets. With the proper Facebook ad account structure, you can manage and optimize your ads more efficiently, as well as scale your efforts and offers.
Install the Meta Pixel using Google Tag Manager
That’s correct. Google Tag Manager can be used for more than just tracking Google Ads conversions. If you want to track conversions on your website as part of your paid media strategy, you’ll need to install a tracking pixel. Facebook Ads Manager has made it possible to set up the Meta Pixel without using code, but some of them can be tedious. There is one, however, that isn’t exactly codeless but that has been found to be the easiest: through Google Tag Manager. You can use Google Tag Manager to add a container code to each of your website’s pages. Instead of adding code to each of your pages each time you want to install a pixel, you can simply connect it to GTM. Google’s GTM page can be found here.
The Facebook Conversions API can then be configured in the same manner. To get a fuller picture of your ads’ performance without compromising user privacy, you should use both the Facebook Conversions API and Meta Pixel. Knowing who is seeing your ads and what they are doing after clicking on them allows you to make data-driven optimizations and retarget previous site visitors.
Combine your conversions
Okay, here’s another tip. Once you’ve installed the Facebook pixel, you can tell the social media platform which specific conversion steps you want to monitor. If, in our SEO ebook example again, you were to create a unique conversion event for each ebook download, you would see the following in the campaign-level view:
You’ll need to dig into the data for each ad set to see how many total conversions you’re getting from the campaign. However, if you create just one ebook download conversion event, you can quickly get a total conversion count from the campaign view. It’s a minor detail that can help you save time and make better decisions. You’ll also want to combine your conversions as much as possible utilizing Aggregated Event Measurement.You can still create events outside of your top eight priorities, but attendance data from iOS 14+ users who have disabled Facebook tracking will not be reported.
Create visually appealing graphics
A user’s eye only needs 2.6 seconds to decide where to settle on a webpage. The usage of eye-catching images improves the likelihood that their attention will be drawn to your ad. Design influences the majority of initial impressions, so treat graphics like you would a handshake. Don’t stuff text into photos. In fact, Facebook advises using text in photographs sparingly, if at all. Consider moving copy to the allocated text box instead than overwhelming graphics with text. If you must add text, utilize the Image Text Check tool on Facebook to acquire a rating. Size to spec. Low-resolution images reflect negatively on your brand. Make use of GIFs or videos. To capture the attention of users, choose movement over static imagery. Remember to test vertical videos on mobile devices.
Keep copy brief and to the point
Crisp copy is frequently the second component of a strong ad, but if there is too much of it, a user may not bother to read it. Make it personal. Using personal pronouns like you and your implies a connection between the brand and the audience. But be wary of the word “we.” According to a recent study, “we” is more commonly used with returning customers. Jargon should be avoided. Speak in the language of your audience, not a technical jargon that no one will understand. Keep it short. Too much text can be overwhelming, so concentrate on the essentials and discard the rest.
Facebook ad optimization is a never-ending cycle of trial and error. While it is not an easy process, it is well worth the time and effort because Facebook ads are still one of the most effective ways to reach new customers. Facebook accounts for 80.4% of social referrals to eCommerce and other retail sites, and the average Facebook user clicks on 11 ads per month. Using the Facebook ad optimization methods outlined in this article will allow you to improve ad performance without increasing ad spend.