Here are 8 tricks to optimize your Facebook campaigns like a #pro!
Normally, you’d have a few of these audiences in your ad sets:
● Custom Audience
● Look Alike
Think about excluding audiences in each of your sets. For example, for Look-Alike, Remarketing audiences and Custom Audiences should be excluded. However, it is important to never exclude your prospecting audiences in your Remarketing Ad Sets. Users would be excluded from all of your targets.
This allows you to have better control of the message and frequency at each step of the customer journey.
Isolating mobile and desktop traffic can be beneficial for several reasons. It allows you to:
1. Adjust ad copy depending on placement. On mobile you have less space, so you should avoid too much text, otherwise it will be cut off.
2. Quickly see how each placement is performing and make the necessary adjustments.
3. Establish a distinct budget based on the performance of each placement.
Facebook has a tendency to prioritize newsfeed traffic over right column traffic. It’s too bad, because the performance of traffic to the right column can often be quite competitive. For that reason, I recommend separating the two. The advantages of doing this are the same as for #2.
Is it possible that Android or iOS users react differently to your products and/or services? If that’s the case you might want to show them different ads. You might even want to allocate different budgets, or altogether block a certain operating system.
Is there a particular age group that performs best? Do women convert better than men? Are your videos watched mostly by men aged 45-54?
Segmenting by age group not only allows you to isolate and optimize these results – by pausing certain age/sex groups or isolating ad sets, but it also generates valuable business intelligence. For example, maybe you thought that your target market was men aged 25-34, but in the end they don’t respond well to your product, while men in the 35-44 category are actually very receptive to what you’re offering. If necessary, you can use this information to switch or adjust your strategy.
Are you investing part of your campaign budget towards times or days when your users are less receptive? If that’s the case, you should think about pausing your campaign during these time periods or days. Here’s how:
I should note that you have to be using a “lifetime budget” to have access to this option.
Performance can greatly vary from one region to another. It can therefore be to your advantage to separate your ad sets, even if there’s no need to do it for reasons of budget or regulations.
It’s your lucky day. Facebook has a new, very interesting tool for running tests on the platform: A/B testing!
This will allow you to get reliable test results, without any audience crossover. See ya later, homemade A/B tests!
There are currently three levels of tests available:
1- Delivery optimization
Because this is such broad topic, my next blog article will be entirely dedicated to it. Stay tuned!
With these 8 tricks for optimization, you can quickly improve the performance of your Facebook campaigns. They may be simple, but these tips are effective and efficient.
Too often in digital media, we have a tendency to over-analyze, even when there’s low-hanging fruit right in front of us. Why not take advantage?
You might also want to check out the online courses available through Facebook’s e-learning program, Blueprint, an excellent resource. Finally, why not get certified as a Facebook specialist? Take a look at the article I wrote on the subject!