With more than 5.31 billion social media users worldwide, it has become more critical than ever for ecommerce business owners to create and optimize a comprehensive social media marketing strategy.
Out of those 5.31 billion users, over 3.07 billion use Facebook to find a business like yours on Facebook.
If you're a business looking to get success through your SMM strategy, mastering Facebook marketing is going to be critical.
There are hundreds of articles available over the web that talk about Facebook's advertising strategy. But sadly, most of them focus on basics rather than highlighting the real-time Facebook ad optimization hacks that can improve your campaign outcomes.
Many people suck at making optimized Facebook ads because they fail to understand their target audience. As a result, they place ads in the news feeds of users who are least interested in their products and offers.
In this article, we're going to shed light on a few Facebook ad optimization hacks that will drive conversions and help your business stand out from the crowd.
Facebook Advertising Explained!
Facebook enables business users to access lots of data that users voluntarily provide to the website while creating their profiles. With this valuable information at hand, businesses can better target their customers and create more personalized Facebook marketing campaigns.
If you're a Facebook user, you must have seen ads that reflect your choices. Some users even feel surprised about how Facebook knows what they're looking for.
The thing is Facebook flaunts a robust search algorithm that jumps on user's preferences and only displays ads that reflect the user's intent.
Facebook Ads - Features
There are a few features that differentiate a Facebook ad from other regular posts.
- Sponsored tag
- Like page button
- CTA
There is no denying that Facebook ads aren't as aggressive as YouTube Ads. But you know we all hate YouTube commercials. Why? Because they force viewers to watch ads during long videos, just like TV commercials.
But, that's not the case with Facebook ads.
What Facebook does is integrate its ads naturally into the flow to ensure a better user experience. In other words, Facebook ads do not interrupt user experience at any stage.
Types of Facebook Ads
There are five types of Facebook ads you can create for your business. They include:
- Images
- Videos
- Carousel
- Collection
- Instant experience
As far as placement options are concerned, you can schedule your ads to be displayed in any of the below-listed formats:
- Newsfeed
- Sidebar
- Audience network
You can either manage your ecommerce Facebook ads using Ads Manager or Business Manager Suite. Facebook Ads Manager is the dashboard you see when you're creating your ad. It allows you to keep an eye on your campaign's progress and account.
Business Manage Suite, on the other hand, enables businesses to manage all of their account activity. While this option is more feature-rich, it could be more complicated for people who're just starting out with Facebook ads.
Benefits of Using Facebook Ads Optimization Hacks for Conversions
Reach a Wide Audience
When it comes to user bases, Facebook outperforms all other social media channels. Also, almost every age group uses Facebook to interact with others.
If your goal is to target wider audiences, Facebook can be your safest bid.
Both B2B and B2C Businesses Can Benefit from Facebook Advertising
If you think Facebook advertising can work wonders for B2C businesses only, then wait. We have good news for you. B2B businesses can also create and run successful and profitable Facebook advertising campaigns.
But yes, since the B2B space is a lot more aggressive than B2C, marketers should work hard to create strategies that bring in leads and conversions.
Availability of Different Ad Formats
Facebook offers more than 10 ad formats that enable business users to experiment with their creativity. In fact, you can find a relevant ad format for each stage of your sales and marketing funnel.
All ad formats Facebook offers come with both text and visual features, allowing businesses to describe and showcase their products at their best.
Measurable Performance
Another noticeable benefit Facebook advertising offers is it allows users to use metrics to improve their Facebook advertising campaigns.
While you can use third-party tools to measure your performance, Facebook depends on its pixel to optimize users' campaigns.
Nurtures and Helps Grow Your Existing Audience
What makes Facebook advertising stand out from other marketing efforts is it allows you to nurture your existing fan base. Many businesses also use their Facebook business profiles as their second website as it enables them to engage with their audience regularly.
In addition to that, Facebook advertising also helps you improve your likes, shares, and comments, which eventually increases your search engine visibility and rankings.
Drives Traffic
One important benefit Facebook advertising offers is it drives lots of referral traffic to your official website.
Remember, if your ad copy is attractive and engaging, people will click it with the intent of staying on your website and browsing its content.
Psychographic Targeting
Unlike other social media channels that consider demographics as the only predictor of someone's lifestyle, Facebook takes many things into account while segmenting its audience.
Facebook's psychographic capabilities go beyond demographics and target customers based on their interests, behaviors, life events, and more.
Better Testing Opportunities
Audience targeting is one of the best Facebook advertising features that make the audience reach highly controllable and transparent.
It's also much easier to segment users on Facebook than any other social media channel.
Facebook marketing also allows you to keep an eye on segments that are performing well.
10 Facebook Ad Optimization Hacks for Massive Success
1. Select the Right Campaign Objective
Choosing an ad objective is the first step toward creating a successful Facebook advertising campaign. Setting a SMART campaign goal tells Facebook what outcomes you're expecting from running your campaign.
The platform also adjusts its algorithms to auto-optimize your campaigns for the best possible results.
Ideally, your Facebook advertising goals should complement your general marketing goals. For instance, if you're a startup, your goal should be to create brand awareness, drive leads, and improve traffic. Similarly, if you're an established brand, your focus should be on having more conversions and sales.
After knowing your goals, the next step is to research your target audience.
2. Learn More About Your Target Audience
You cannot create result-driven Facebook ads without knowing your target audience. Before you even start thinking about initiating a campaign, you need to answer a few questions.
- Who's your target audience?
- What age group do they belong to?
- What are their buying preferences?
- What expectations do they have from your brand?
Based on these questions, you can create buyer personas and target your audience accordingly.
Use Facebook Insights or any third-party app to know about your audience's demographics and buying preferences.
3. Use High-Quality Images
Even if you have written a compelling ad copy, you won't get any clicks or engagement if your images are irrelevant or of poor quality. Images are an essential part of your Facebook ad.
Do not use free stock photos or low-quality images. Also, the images you use should reflect your target audience. For instance, if your target audience is kids, you can add pictures of children. Similarly, if your target audience is the elderly, you should pick your images accordingly.
As far as typography is concerned, try to use bright and visible colors that immediately capture your audience's attention.
Many businesses also use funny images as they attract more clicks and conversions.
If you're using any website to find images for your site, make sure you choose paid options as they offer exclusive pictures.
Also, you can use picture editing websites like Canva to create custom images for your Facebook ads.
4. Write a Killer Facebook Ad Copy
The next thing your readers will see after viewing your image is your ad text. It is your chance to showcase your creativity so that more and more visitors will click your ad and land on your website.
There's a 40-character limit for the headline. Also, you should stick to 140 characters for the body text.
As far as tone and writing style is concerned, you can leverage a popular AIDA formula. AIDA helps you to catch your audience's attention and trigger interest. Also, it creates an immediate desire that persuades your audience to take your desired action.
5. Keep an Eye Out on Your Competitors
Spying on your competitors will help you take inspiration and optimize your ads accordingly. Carefully examine how they have created their ads to get their message across.
- Are they using any graphics elements to breathe life into their ads?
- What specific products and offers they're promoting?
Facebook Ad Library is one of the options you can use to check in on your rivals. But since your competitor's ads will only appear while they're active, you have to constantly check the Facebook Ad Library to collect relevant information.
6. Leverage FTO Method
Your Facebook ad campaign can take some time before you start seeing any noticeable results coming in. Especially if your ad campaign budget is low, you have to wait for a few days to see how well your campaign performs in terms of clicks and conversions. That is where the FTO method comes in.
FTO stands for Fast Take Off, and it allows you to take your campaign results to the next level even if your Facebook advertising budget is low.
Here, it is also essential to understand that while the FTO method is effective, you should give your ads enough time before you draw any conclusions.
7. Implement Ad Rotation to Prevent Ad Fatigue
Did you know your ad frequency can influence the CPC and CTR of your Facebook ads?
The thing is, when people see your ads regularly, they start feeling annoyed and bored. This is also called ad fatigue.
Here are a few things you can do to fight against ad fatigue:
- Do not stick to a single ad format. Create different ad variations to help retain the interest of your target audience
- Schedule different ad sets for different weekdays to avoid repetition
Sadly, this Facebook ad optimization hack is only valid if you have a small audience or when you're running remarketing Facebook advertising campaigns.
8. Optimize Your Ad Placement
Your ad placement can make or break a deal for you. According to research, your ad campaign's CPC can vary over 550%, depending on how well your ads are scheduled and placed for the users.
The good news is you can also spot your highly converting ad placements using Facebook Ad Manager. After discovering your top-performing ad placements, the next step is to optimize your campaigns. For this, you can either increase your bids on the winning ad placements or remove options that are performing below your set standards.
9. Split Test
Instead of relying on guesswork, it is better to determine what works best for you.
A/B testing is a foolproof technique that allows you to test two entirely different versions of ads (and their settings) to see which specific option brings more value to the table.
Make sure you test your ad's design, copy, placement, CTAs, and bidding methods to see which specific ads are optimized well for conversions.
10. Track Your Progress
Unfortunately, Facebook no longer offers the conversion tracking feature. However, you can use any reliable tool like Google Analytics to track the real-time progress of your Facebook campaigns.
