If you’ve run Facebook ads for any amount of time, you know there are always new changes to the platform. This includes tweaks to user interface, updates to the algorithms, and plenty more. It’s important that your Facebook ad optimizations also evolve as the platform does.
While it can be daunting to keep up with all these changes and to keep maintaining your campaigns, it’s also extremely important that you are taking advantage of the resources available to you in the Facebook Ads Platform to ensure success in your endeavors. Facebook Ad campaigns are ever-evolving, and this article will teach you a few of the best practices for Facebook ad optimizations to ensure your success in 2022.
Set Up Prioritized Conversion Events to Focus on Primary Goals
Facebook Ads has a lot of bells and whistles, but its core functionality is simple: it allows you to spend money on Facebook in order to get people to take specific actions on your website. But how do you know which options are most valuable? Which targets will bring you the highest return on investment (ROI)? One way Facebook helps you determine this is through a crucial feature for your strategy called conversion tracking.
A conversion event is simply an action someone takes on your website. For example, if you own an ecommerce store, a conversion event can be triggered by any action they take on your page. You can choose from common actions like purchases and adds to cart, or visitors. Alternatively, you can create custom events unique to your brand or website. Facebook currently allows you to track up to eight different types of conversion events per domain (meaning per website or app), so it’s important that you choose the ones that are most aligned with your business goals. Prioritizing your 8 Facebook custom events is one of the most important Facebook ad optimizations at your disposal following the release of Apple’s iOS 14.5 early last year.
Utilize Facebook’s Dynamic Creative Feature For More Granular Insights on your Photos / Videos / Copy
When using Facebook’s Dynamic Creative option, the platform allows you to display multiple combinations of text, images, videos, and even calls to action (CTAs) to your target audience, based on what the algorithm determines is most effective for each user.
Because you can test several creative combinations at once, Dynamic Creative helps you see what works best for your audience without spending a lot of time or money. It’s ideal if you have a lot of options to consider and aren’t sure which will work best—you can let the algorithm help you automatically implement Facebook ad optimizations to help improve your results. You’ll also be able to improve results in future campaigns by breaking down your campaign results to show which pieces of content brought the best results for your target audience.
These results can often surprise you. Lots of times the content with the most results may not even be exactly what you personally would choose! Over time, you will learn more and more about what content is working in your segment and how you can tailor it to your audience’s needs.
Make a Great First Impression With Your Landing Page
The truth is, the traffic that you drive from your Facebook Ad Campaigns is only useful when the conversion rate of your landing page is high. If your landing page conversion rate is low, it’s important to take a deep dive to understand why. Here are some tips to help bring the most value from the traffic you are are delivering with your Facebook ad optimizations:
- Product Info That’s Accurate / Relevant / Easy To Digest
- Is the information presented to them when clicking through to your landing page relevant? Do visitors have clear, accurate information about the product they were interested in when clicking readily available? These are all potential changes you can make to your landing page to improve the user experience when people click through to your site.
- CTAs That Can Be Seen From a Mile Away
- The call to action should be prominent so that users know what they are supposed to do when arriving at your site. If there are multiple actions available, you should prioritize them based on which action that will bring the most value. For example, if you want leads for your business, a contact form should be front and center and the main focus of the landing page with relevant information about the product or service sprinkled in between.
Bonus Points: Show social proof elements like testimonials, customer reviews etc. at the top of your landing page to assist in building early brand trust with your new website visitors.
Get Specific with Custom Audiences for Your Retargeting Campaigns
We’ve already touched base on the importance of targeting custom audiences in your Facebook Advertising Campaigns. Utilizing this feature gives you a huge upper hand when choosing how to speak to your audience. For example, instead of just retargeting all website visitors on Facebook, why not retarget people with specific offers according to the actions they have taken on your website? Some examples of these custom audiences include:
- People who visit specific product pages but do not purchase.
- Previous customers that have not made a purchase from you in the past 3 months.
- People that have added products to a cart on your website but have not made a purchase
There are tons of other combinations of these custom audiences you can take advantage of as you implement Facebook ad optimizations, so remember to keep testing them! These types of retargeting campaigns can help you capture tons of new paying customers and help to take the guesswork out of your audience testing.
Conclusion: Facebook Ad Optimizations
These tips should provide a helpful guide to keeping your marketing campaigns where they need to be. With the help of this research, hopefully you can carry out your Facebook ad optimizations and increase the number of leads and conversions you see from each campaign in the future. And, as always, if you are interested in learning more about the Facebook Advertising Services we offer at The Spark Group, don’t hesitate to reach out!