3 Things You Might Be Doing Wrong With Facebook Ads
by Brian Nagele
What many people don’t realize is that there are several aspects involved in getting the best possible results for your adverting campaign. Many of these factors actually rely on one another in order to achieve the best results. Whether your objective is to get the lowest possible cost-per-click, cost-per-acquisition, cost-per-video view, etc… If you have not already tested or implemented these three suggestions, you should consider doing so with your next Facebook Ad Campaign.
1. Placing a pixel on the site you are sending traffic to
2. Using Custom & Look-a-Like audiences
3. A/B testing ad copy, images, CTA, and targeting, etc…
If you do not have a pixel on the website you are sending traffic to, then you need to STOP what you’re doing and add it immediately!
(You can see if your site has a pixel by downloading Facebook Pixel Helper)
- You will need to go to your Facebook Pixel tab in Ads Manager, and follow the instructions. SEO Digital Group will be more than happy to set this up for you!
From this point forward, this pixel will act as an incredibly valuable tool for your business. For example, if you created a Facebook ad and want to send traffic to your company’s website. You could then utilize this pixel by placing it on every page of your company’s website. This is very advantageous so that you can not only track how many Facebook users have been to your website in a given day, week, or month, but so that you can also generate Look-a-Like Audiences and Custom Audiences.
Custom & Look-a-Like Audiences
If you are not using a Look-a-Like Audience, then this is something you should really consider. Look-a-like audiences are created by Facebook and are essentially a new group of people who are very likely to be interested in your business or product. Based off of the current group of people that have a proven interest in your business or product, Facebook then creates this audience practically mimicking that audience, but with new individuals.
Custom Audiences are also a major benefit that Facebook ads allow. This type of audience is generated by people you already know exist on Facebook. For example, say you wanted to run an ad campaign focused on targeting restaurant owners. You have 500 emails of craft beer lovers in the area saved into your database from one of the last campaigns you ran. You can then generate a “Craft Beer Lovers Custom Audience” created from those emails. These ads will then target those potential customers on Facebook and can benefit your campaign tremendously.
A/B Split Testing – Content Variants
One of the most overlooked aspects of creating a Facebook ad is the actual content that goes into the process. Many people think that once the ad is created and it is being delivered that the rest is history. However, in order to achieve the best results for your campaign, you must test, test, test.
When you take a campaign, advertisement, or ad set and split test it against another campaign, advertisement, or ad set, this is what is referred to as A/B testing. Based on your budget, when creating your Facebook campaign, it is in your best interest to create more than one ad set and ad. Generally speaking, for every ad set, we create 4 ads. You can do this with as many ads as your budget allows. However, the overall purpose is to find what the audience is responding best to and then manufacture your ads based on the results and analytics.
When creating a new campaign A/B testing (AKA split-testing) should nearly always be done for the following:
- Ad Set Level A/B Testing: Demographics, Interests, Placement (Desktop, Mobile)
- Ad Level A/B Testing: Copy, Creative (Single Image, Carrousel, Video), Call to Action (Learn More, Sign Up, etc…), Headline
Over the years Facebook has established itself as one of the leading platforms for your digital advertising needs. Whether you are promoting your local business or trying to sell the old couch in your house, Facebook has given you the capability to do both. Utilizing Facebook ads and using these recommendations can be incredibly beneficial for your business. Remember… this is a constantly evolving process, don’t just set it and forget it!