Do you need help figuring out where to start when it comes to optimizing your Facebook ads? While these ads can be a powerful tool for growing your business, they can also drain your resources if they must be set up correctly.
One of the biggest challenges with Facebook ads is the intense competition. As the platform has become more established, you're up against companies with larger budgets and dedicated teams working on their campaigns.
So, how can you optimize your Facebook ads without sacrificing all of your time and energy? That is exactly what we will be investigating today.
However, before we dive into our tips for optimizing Facebook ads, it's essential to understand why your current ads may not perform as well as you'd like.
Reasons Why Your Facebook Ads Are Not Performing Well
Many individuals assume that advertising on Facebook follows the same basic model as other advertising methods: you create an ad for your product or service, post it, and make sales. However, this is only partially accurate.
Facebook is primarily a social platform; people typically do not visit the site to view advertisements. Users wishing to search for a particular product could use Facebook Marketplace.
As a result, this often results in three types of issues with your Facebook ads:
- Unclear target audience
- Facebook is still learning about your ideal customers
- Uninteresting ads that fail to stand out
If your ads are not delivering the desired results, it is likely due to one of the three causes mentioned earlier. To prevent these issues, we have compiled nine Facebook ad optimization suggestions for you to follow today.
Optimizing Your Facebook Ads: A Guide
1. A Guide to Installing the Facebook Pixel on Your Website
To enhance the performance of your Facebook ads, it's crucial to add Facebook's tracking pixel on your website. The process is simple and yields significant benefits. By embedding a small code snippet on your site, the pixel monitors user behavior and provides valuable insights to Facebook about your target audience.
If you've been using Facebook ads for some time, it's likely that you've already completed this step. However, if you haven't, it's highly recommended that you do so. You can find detailed instructions on how to create and install a pixel for your website in the helpful post “Facebook Retargeting Ads Made Simple (+ How to Create and Install a Pixel).”
This resource contains all the necessary information to configure Facebook pixels on your site accurately. So, don't miss out on the opportunity to leverage this powerful tool for optimizing your Facebook ads.
2. Utilize the Facebook Pixel within Your Popup Windows
A common mistake among marketers is simply adding Facebook's tracking pixel to their website and assuming it's enough. However, to take your tracking to the next level, consider adding Facebook tracking pixels to your popup campaigns.
OptinMonster is an excellent tool for creating effective “optin campaigns” such as popups, floating bars, fullscreen welcome mats, and more to optimize your Facebook ads. These campaigns usually feature persuasive language and an enticing lead magnet to encourage visitors to click on your call to action (CTA). In fact, with over 50 premade templates, you can create the perfect campaign for your business without any coding skills, and it only takes a few minutes.
But how does this relate to Facebook ads? OptinMonster allows you to insert your Facebook pixel into your optin campaigns directly. This means that when people sign up for your offers, Facebook can better understand your target audience. Instead of collecting general data on your website visitors, Facebook can see which visitors engage with your CTA and which types of visitors are interested in your offers.
Adding the Facebook pixel to your OptinMonster campaign is simple. All you need to do is copy and paste your Facebook pixel into the Success Scripts section of your campaign, and ensure that Conversion Tracking is turned on. Once you've set this up, Facebook will collect valuable data on users interacting with your ad. This will help Facebook understand your audience better and identify prime candidates for your ads.
For more information on adding Facebook pixels to your optin campaigns, check out this helpful post: How to Boost the ROI of PPC Campaigns With Targeted Optins (precisely method #2). Alternatively, you can sign up for OptinMonster today and see how it can help you risk-free optimize your Facebook ads.
3. Attain Clarity on the Goals of Your Campaign
In addition to the technical aspects discussed earlier, marketers commonly face another issue: setting incorrect campaign goals. Therefore, ensuring that your campaign goals are accurate from the outset is crucial.
The first step in creating a Facebook ad is to choose the campaign's goal. Your options may vary based on your business, whether you post organically or use Instagram. However, some of the most common goals to choose from include the following:
- Automated Ads (adjustable over time)
- Get More Website Visitors
- Promote Your App
- Get More Messages
- Promote Your Page
- Get More Leads
Many marketers fail to give adequate consideration to this crucial step. They often select a goal that does not align with the persuasive language in their ad's “copy” to prompt people to engage with the call-to-action (CTA).
Additionally, because the ultimate objective is typically a sale, they may not be particular about the initial steps they want the user to take. Therefore, conducting thorough research is necessary to clarify your campaign's goal.
4. Converting Compelling Posts into Advertisements
You may have come across Facebook ads with many likes and shares in the past and thought to yourself, “That's impossible for my brand. It's not as renowned as those big corporations.”
However, you may need to realize that many ads did not acquire their likes and shares overnight. Instead, it's usually a tell-tale sign that a company is repurposing a well-received organic post as an advertisement.
By selecting your most popular posts, you can continually broaden their reach. Over time, this will garner more likes, comments, and shares, serving as free social validation to new viewers.
5. Geotargeting: Reaching Users Based on Location
For brick-and-mortar stores, Facebook ads have become significantly more straightforward. Their target audience has a specific and well-defined characteristic: location.
To drive more foot traffic into your physical store, you should aim to target users who are located in your community or region.
Moreover, if your store has an eCommerce component, why not develop two separate sets of ads? One for your online store with a more general audience and another for people in your local community who are more likely to shop with you.
Targeting users by location is a breeze. You may have already accomplished this with Facebook's audience builder.
The key takeaway is that many small, locally-owned businesses view Facebook ads as an either/or scenario. They either advertise their online products or their physical shop. However, with Facebook ads, you can have the best of both worlds by creating two ad sets with two distinct objectives: generating leads or sales from your website and attracting more customers to visit your store.
6. Utilize Facebook's Automatic Optimization Feature
Facebook ads can be challenging to manage. Because of their complexity, some individuals have established eight-figure agencies by running Facebook ads for other businesses.
If you're a business owner, you may need more time to disentangle all the knots, research your target audience, test your Facebook ad campaigns, and execute all the other optimization techniques we recommend.
So, let Facebook's auto-optimize feature do what it does best.
By selecting this option, Facebook will collaborate with different ad types to determine the best advertisement for your company.
You'll have to answer questions about your objectives, and Facebook will handle the rest of the heavy lifting.
However, be warned that this typically results in spending more money on your ads than if you had configured everything yourself.
That's because you'll need to spend more to provide Facebook with enough data to identify the appropriate advertisement for your target audience.
Nevertheless, if you're pressed for time and willing to increase your ad budget, you can anticipate a greater return on investment (ROI) from your Facebook ad strategy.
7. Conduct a Competitor Analysis: Understanding Your Competition
Over the last few years, Facebook has made significant strides toward transparency concerning its handling of user data. As part of this effort, every advertisement now features the “Why Am I Seeing This Ad?”
Furthermore, Facebook had to increase transparency around the advertisements run by various companies. Exploiting this, you can visit the Facebook Ad Library and search for ads based on keywords or an advertiser's name.
By typing in the name of your direct competitors, you can identify the ads they have been running for a prolonged period. Typically, this suggests they are achieving a favorable return on investment from that specific campaign.
8. Experiment with A/B Testing for Everything
At our end, we highly advocate the use of A/B testing for optimizing performance, including for Facebook ads. This method involves duplicating an ad and altering a single element, also referred to as a “split test.”
The element in question could be any of the following aspects of your ad:
- CTA button
- And more…
Modifying just one component of your ad allows you to compare which version performs better. Over time, you can conduct several A/B tests to identify the most effective advertisement for your product.
To perform an A/B test, access your Facebook Ads Manager table and select the ad you wish to test. Next, click on “More” and select “A/B test.” Additionally, you can create A/B tests directly using Facebook's Experiment Tool.
9. Target Users Who Click-Through with Retargeting Strategies
Whether or not to adopt this tip hinges on your objective. Nonetheless, it is a strategy that several marketers tend to overlook. They create a landing page for their product, and when Facebook users click on their ad, they land on the designated page. The hope is that this will result in a successful sale.
This presents two issues:
- Marketers employ a uniform landing page for various paid ad platforms.
- Conversion rates can never be 100%.
Is it necessary to devise distinct landing pages for different paid ad platforms and resign oneself to losing some potential customers in the process? An alternative that's simpler is to use OptinMonster to specifically target individuals who arrive at your landing page through Facebook.
OptinMonster features an array of advanced targeting rules, one of which is Referrer Detection. This feature enables you to create opt-in campaigns visible to visitors from specific third-party sites, including Facebook.
But how exactly does this aid in optimizing your ads?
By utilizing OptinMonster's Referrer Detection, two objectives can be achieved:
- Personalize your campaign's messaging to closely align with the copy in your Facebook ad for increased conversions by using OptinMonster's Referrer Detection.
- Capture the email addresses of visitors who may not have been ready to purchase, enabling you to begin a relationship with them.
As a result, more sales are generated from your Facebook ad from visitors who have visited your landing page. Additionally, you have obtained potential customers close to making a purchase, increasing your email list.
You can cultivate these leads and transform them into loyal customers by sending follow-up emails.
That concludes our list of nine techniques to optimize your Facebook ads for increased conversions and sales on your website.
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