facebook advertising

5 Tips for Optimizing Your Facebook Ad Campaigns

Advertising on Facebook is an excellent way to reach a large number of consumers.  Facebook ads offer a cost effective marketing option that every business should consider.  As more people join Facebook every day, the opportunity to reach millions of consumers continues to grow for every business.  In order to increase the success you have when advertising on Facebook, you will need to optimize your campaigns so that you get the best results.  Here are a few tips to help you optimize your Facebook ad campaigns.

Test Several Headlines

Your headline is an important aspect of your Facebook ad.  The headline is the first thing a user will see and will determine whether or not the rest of the ad is read.  If you do not have a compelling headline, you could be missing out numerous sales as your Facebook ads go unnoticed.  When optimizing your headlines, come up with several different options and your ads using a different headline one at a time.  Track the number of clicks you receive with each headline to determine which one is the most effective.

Include Images

Including images with your Facebook ads is a great way to improve their effectiveness.  When creating Facebook ads that contain images, you will want to split test the effectiveness of each image as well.  By tracking the results of each image, you will be able to see which one is the most effective image to use in your ad.

Try Changing your Ad Copy

Your ad copy is the most important aspect of your Facebook ads.  Without quality, attention grabbing ad copy, you will not obtain the results you are capable of.  Try getting into the mindset of your target audience when writing your ad copy to help improve your Facebook ad results.  If you are selling a product, list the benefits associated with your product.  Whenever you make a change to your ad copy, you will want to track the results to see if the new copy is outperforming your previous ads.  By keeping records of every ad copy that you use, you will easily be able to see which Facebook ads you are currently running are the most effective.

Find Your Target Audience

Understanding your target audience is vital when looking to run a successful Facebook ad campaign.  Doing a bit of market research before you start an ad campaign will help you see who your target audience is.  Once you have this information, you will want to filter your Facebook ads to only appear for your target audience, ensuring that you do not waste money showing your ads to people who are not interested in your product or service.

Track Conversions

To fully optimize your Facebook ads, you will want to track all of your conversions.  Understanding where your conversions are coming from will help you determine which Facebook ads are the most effective.  If a specific ad is generating a lot of clicks but not many conversions, this ad is just costing you money and can be removed for your active campaign.  It is important that you only run ads that generate conversions, so that you can receive the highest ROI possible with your Facebook ad campaign.

Nic is a social media expert, specializing in Facebook advertising as part of his clients web marketing campaigns. With social media becoming a great avenue for marketing your business, it’s also important to optimize and test in the same way that you would with a traditional CPM or CPC campaign to get the best from your spend.

Facebook Advertising Campaign Management Enhancements from Marin Software

For those of you running Facebook Advertising, you’ll want to listen up to the recent updates Marin Software recently announced. Perhaps, better known for their paid search management software, Marin’s partnership with Facebook has put them at the leading edge of performance marketing tools. Facebook advertising tends to require more time and upkeep due to the quick stagnation of ad copy and plethora of targeting options available. The use of an automation tool, such as Marin, to manage your Facebook advertising is a smart move – especially after announcing their most recent updates.

Facebook Zip Code Targeting

Advertisers can now target Facebook users in the US by zip code(s). The desired zip code(s) can be set onn the Group setting page as well as in the Audience Template setting page. The application also supports bulk upload of zip code(s) to both Groups and Audience Templates, with values separated using semi-colons.

Facebook Zip Code Targeting in Marin

Facebook Topics Targeting

Topics targeting (indicated by #) is a new variation of interests targeting. Facebook aggregates sets of overlapping interests into single, targetable Topics, allowing advertisers to reach more of their desired audience no matter how Facebook users may have chosen to express their interests. For example, “#Cooking” lets the advertiser reach interests like “cooking”, “cooking tips”, and “cooking and eating”. In contrast, “cooking” includes only the precise interest “cooking”.

Contrast that to the previously released Broad Category Targeting (which are Facebook-defined “targetable categories” that are composed of likes and interests, apps people use, Pages they like, and other profile content FB users have provided), advertisers can reach people who like “Cooking” with a single broad category selection rather than adding every culinary activity individually, as precise interests. A key usage difference between Topics and Broad Category Targeting is that the latter has been optimized only to reach English-speaking audiences.

The “Precise Interests” section of the Group settings page has been renamed “Precise Interests & Topics”. Advertisers can input Topics targeting in the same text field as Precise Interests. Facebook-recommended Topics are included in the Suggested Likes functionality.

Facebook Topics Targeting in Marin

Add Multiple Facebook Precise Interests & Topics

Quick Add button is a companion feature to the “Precise Interests & Topics” section of the Group settings page. Rather than having to input and select each term individually from the Precise Interests/Topics typeahead, the Quick Add feature provides a time-saving alternative that allows advertisers to input or paste in previously prepared and optimized lists of precise interest and topics targets when they are ready to create ads.

The terms should be comma- or line-separated. The App will automatically match and validate them against the available precise interests and topics from the Facebook API.

For those of your currently using Marin, I’d love to hear your thoughts on the new features and any impacts they may have had on your campaigns. For those of you considering a advertising management vendor, I hope this provides some helpful comparison points.