Technological advancements have led to an increase in the number of social media marketing platforms. It has led advertisers to gravitate towards running PPC ads on these online platforms. The advertisers leverage the power of running paid ad campaigns on the social media platforms like YouTube Ads, LinkedIn Ads, Instagram Ads, etc., to reach the target audience at the right time. So, in the social media marketing strategy, the largest social media platform, Facebook, must be included. In this blog, we will discuss how essential it is to optimize Facebook Ads & the best tactics that can be implemented to increase the conversion rate that yields the best advertising ROI. You can read our blogs on Facebook Ads, Facebook Ads targeting options, Facebook Ads mistakes to avoid, and Facebook remarketing ads to learn more about Facebook advertising.
Why optimize Facebook Ads?
With nearly 10 million active advertising accounts and growing on Facebook, it becomes essential for advertisers to target their relevant users at the right time. To do so, it becomes essential to optimize Facebook Ads that help businesses to achieve the desired goals like lead generation, building brand awareness, etc. Analyzing the performance of Facebook Ad campaigns, you get to know the essential PPC metrics that need to be optimized to improve the performance of Facebook Ads. In the Facebook Ad account, as you set up the Facebook Ad campaign and analyze its performance with the Facebook Ad manager, you get to see how the ad campaign is performing.
When running PPC ads on platforms like Google Ads, Microsoft Ads, etc., the optimization part is vital. It informs the advertisers about the critical pointers that need to be dwelled upon to increase website traffic, generate leads, etc. So, the PPC advertisers focus on optimizing Google Ads, optimizing Microsoft Ads, etc., to achieve the desired results. Even when running a PPC ad campaign on social media platforms, it is essential to optimize LinkedIn Ads, optimize YouTube Ads, etc., so that none of the target audience is left aside. The better the ad campaign is optimized, the better the chances of the ad targeting the relevant audience. It would help lower the Facebook Ads cost, which helps reduce the cost per click, increase impression share, boost click-through rate, have a better return on ad spend, etc. As in PPC ads, the advertisers have to pay for every click received on the ad. It is vital the visitor converts into customers after reaching the landing page. When the Facebook Ad campaign is better optimized in the Facebook Ads account, the chances of irrelevant clicks on the Facebook Ads reduces.
Tips and tricks to optimize Facebook Ads
1. Optimizing keywords - Whether running PPC ads, email marketing, content marketing, search engine optimization, etc., choosing the relevant keywords is essential to achieve the desired goals. However, the performance of the keywords keeps varying on the search volume. So, it is vital to keep optimizing them from time to time to ensure that the ads have higher ad rank & position. Below are some of the best pointers you can consider in your Facebook Ads keyword optimization strategy.
a. Choose high performing keywords - To optimize the Facebook Ads performance, you need to choose high-performing keywords. These can be long-tail keywords or phrases that help drive quality traffic to the page.
b. Create a negative keywords list - In the Facebook Ad account, you need to create negative keywords to ensure that your ads do not appear for irrelevant search terms. With the Facebook Ad manager tool, you can determine the negative keywords that need to be added to let only the Facebook PPC ads appear to the relevant audiences.
c. Pause underperforming keywords - You may find the keywords after a PPC report is prepared, not yielding the desired results. So, you can consider pausing these keywords so that the performance of the Facebook Ad enhances that yields in lead generation, increasing traffic, building brand awareness, etc.
2. Campaign objectives - In your Facebook Ad account, you need to clearly define the campaign objectives of why you are running Facebook Ads. It needs to align with the business goals to maximize your ad budget's benefit. You need to focus on installing Meta pixel to understand your advertising strategy's effectiveness better. So, the better the ad campaign is optimized, the higher the chances of achieving desired results. As you link Google Merchant Centre with Google Analytics to determine how the shopping ads are performing. The Google Merchant Center provides complete detail of shopping ads. In the same way, you can link Meta pixel with Google Tag Manager to track conversions. As Google Tag Manager helps to know conversion analysis in the same way you can connect Meta pixel with Google Tag Manager to track conversions.
3. Defining your target audience - With a wide range of audiences on Facebook, it becomes essential to focus on audience targeting. When your Facebook Ads are displayed to the relevant audience, the chances of the user taking the desired action on the landing page increases. In the Facebook Ads account, you can determine the relevant target audience based on their activities. In the Meta Ads Manager account, you need to determine the target audience based on the multiple interests listed below. Consider preparing a PPC report for the relevant audience, which will help you to work on Facebook Ads optimization strategies. Some of the essential pointers to target the relevant audiences in your Facebook advertising strategy are listed below.
a. Demographic targeting - To optimize Facebook Ads in your Facebook advertising strategy to improve the performance of your Facebook Ad campaign performance, the next essential point you need to focus on is demographic targeting. With Facebook providing global targeting options, it is vital to concentrate on demographic targeting. As many users are present on Facebook, all sizes of businesses need to target the relevant users at the right location. As you focus on local ads in a PPC ad campaign, similarly, it is essential to focus on demographic targeting to get in touch with users at the right location. To maximize the results of Facebook Ads cost in your Facebook advertising strategy, you must work on a plan & strategy to target the users based on age, gender, ethnicity, etc. As Facebook users are targeted based on interests, it is essential that you work on audience segmentation so that the users with high chances of taking intended action reach the landing page.
b. User behaviour - In the Facebook advertising strategy, the next essential point to focus on to reduce the Facebook Ads cost is to concentrate on user behavior. To improve the performance of SEO, you concentrate on a customer retention strategy. In the same way, you need to focus on user behavior so that you can run ad campaigns based on the relevant interests that the user is actually looking for.
c. Geographic targeting - To maximize the performance of the Facebook campaign, in your Facebook advertising strategy, you need to target Facebook audiences based on their location. It allows users to target users based on the countries or location groups where you want your Facebook Ads to appear. It works in the same way as in Google Ads demographic targeting. With such a wide range of Facebook audiences, it is critical that your Facebook ads to the relevant audiences at the right time. Using geographic targeting, you must choose the right ad format to target the appropriate audiences.
4. Flexibility with ad placement & ad scheduling - In your Facebook advertising strategy, you need to be flexible with ad placement & ad scheduling so that the Facebook Ads appear to the target audience at the right time. As there are multiple ad formats in Google Ads, similarly, there are different Facebook Ads formats, so it becomes quite necessary to ensure that the ad placement is done appropriately. As in Google Ads campaign. You focus on ad placement to run ads across Google Display Network, etc. Similarly, you must work on ad placement in your Facebook advertising strategy. When you create a Facebook Ad, you need to ensure that you do ad scheduling work so that you have an increased impression share, as your Facebook Ads appear to the users at the right time of the day, increasing their chances of taking the desired action.
a. Topic targeting - To target the users, you need to focus on topic targeting. In your Facebook Ad campaign, you create a Facebook Ad based on the topics targeted by the users they mostly search for on the social media platform. So, in your social media marketing strategy, you need to work on topic targeting so that the users' trust in your business increases. It helps them feel that the business thinks from the users' perspective, which also helps in peer-to-peer marketing and increases the chances of users moving down the marketing funnel.
b. Interest category targeting - As there are multiple Facebook Ad formats that you need to focus on, like image ads, video ads, carousel ads, etc. So, it is essential that you focus on interest category targeting to increase traffic to the landing page. When you focus on ad personalization in your Facebook advertising strategy, you can see that the users that click on the Facebook PPC ad have very high chances of taking the desired action. In the Meta Ads manager account, you need to work on creating an ad group with ad descriptions that meet the users' requirements. The best way that the ad presents the user's interest to the users the better the chances of users taking the desired action. You need to have great content, write engaging ad copies, use ad extensions, etc., to increase users' interest in your ad.
5. Engaging ad copies - In your Facebook advertising strategy, you need to have ad copies that grab users' attention to optimize Facebook Ad. As in Google Ads, you focus on writing ad copies to grab users' attention on the products or services you offer. Similarly, it is vital that you write ad copies for your Facebook Ads. In your Facebook Ads account, you must clearly define the product or services you offer. The better the ad copies are written, the higher the chances that it grabs the users' attention.
As Facebook advertising comes under social media marketing, you need ad copies that convey the best message in the limited space. Be it any form of online paid advertising like running PPC ads in email marketing, content marketing, etc.; ad copies easily display the business offerings to the target audience. You need to fully describe the business details that provide important information about the business. When you create Facebook Ad and work on writing ad copies, you can hire content specialists from a Facebook ads agency.
6. Perform a/b testing - One of the best methods to optimize the performance of Facebook Ads is to have a/b testing in your PPC optimizing strategy. When you conduct a PPC audit to determine the performance of the crucial PPC metrics, you need to focus on a/b testing. With a/b testing, you get to know how the ad campaign is performing and what needs to be done to improve the PPC ad campaign performance. With the help of Facebook Ads manager, you can consider running two versions of the same ad so that you get to know which version drives more traffic. You can consider writing two ad texts, ad descriptions, etc., to determine which ad version yields the best result. With the help of a/b testing, you get to know the opportunities that need to be included in the Facebook Ad account to improve its performance. You can also hire a professional PPC team and outsource a Facebook Ads agency that toils hard to run Facebook Ad campaigns and choose the best ad version for your ad campaign.
7. Right bidding strategy - With the Meta Ads manager, you can work on optimizing Facebook Ads. The essential point to optimizing Facebook Ads is to work on lowering the Facebook Ads cost. To work on the right bidding strategy in your Facebook advertising strategy is vital as it helps to work on cost per acquisition, cost per click, impression share, etc. When your Facebook PPC ads are well optimized, the chances of the users to click on the ad increases. As you work on keyword bidding strategy in Google Ads, in the same way, you need to conduct keyword research to run Facebook ad campaigns. You need to work on bid adjustment in your Facebook advertising strategy to target the best users with high chances of taking the desired action. However, at times, you may have users that convert on higher cost per click (CPC) but take the desired action on the landing page. So, when working on a bid strategy in your Facebook Ad account, the critical factor to concentrate upon is adjusting the bid amount. In Google Ads, there is an option for automated bidding and manual bidding, so you may choose the bid type on your own. With the Meta Ads manager, you can choose automated or manual bid strategies as per your requirement. With the proper bidding strategies, you can focus on lead generation and drive quality traffic to the landing page. To optimize Facebook Ads, you can hire PPC experts for campaign analysis and get in touch with a Facebook Ads agency.
8. Optimizing CTAs - In the PPC advertising world, CTAs are vital as they attract users to the landing page. The better the CTAs are written, the higher the chances of the users clicking on the ad. The CTAs need to be in sync with the ad content. E.g., when running holiday ads in the Facebook Ad account, you need to ensure that the CTAs you add are in sync with the holiday theme, like the festive offer, limited-time offer, grab now, shop now, etc. As in Google Ads, Microsoft Ads, LinkedIn Ads, YouTube Ads, etc., you focus on ad relevance to ensure that the page content is similar to the content shown on the page. The essential point is that once the user reaches the landing page, you need to ensure that there is engaging content on the page that grabs users' attention and creates an urgency among users to convert. The call to action is a driving tool and creates urgency among users to take the desired action. Whether it is e-commerce PPC ads, Instagram Ads, Google Ads, etc., the CTAs help the users click on the ad. With the Facebook Ad manager, you can get the details of essential PPC metrics and know their performance. To optimize Facebook Ads performance and lower the Facebook Ads cost, you can consider preparing a PPC report that provides a data-driven idea about the performance of the PPC campaign.
Round off
In this blog, there have been discussions on why optimizing Facebook Ads is essential and the tips & tricks that need to be implemented to have maximum advertising ROI. Optimizing the performance of Facebook Ads is a continuous process. So, you need to invest some time to see the desired results. It may be a challenging process for you, and you can get in touch with a digital marketing agency to achieve desired results. As Facebook is a social media platform, so, in your social media marketing strategy, you need to lure the advantage of targeting such a wide range of audiences. When you outsource PPC services to run Facebook Ads, you hire PPC experts who have mastery in optimizing search ads, video ads, mobile ads, performing remarketing, doing market research, conducting PPC campaign analysis, etc. Get in touch with the PPC professionals to skyrocket your business ROI.
References:
● How to Optimize Your Facebook Ads: 10 Tips & Tricks from the Pros
● 9 Creative Ways to Optimize Facebook Ads Cost and ROAS