As your Facebook ad costs go up, your ad may not be doing as well. Want to improve delivery, cut costs, or get more customers to buy?
In this article, you’ll learn how to improve the results of your Facebook ad by updating your targeting, offers, and creatives, among other things.
You may have been told by an automated rule or have been keeping track of campaign metrics by hand. Your Facebook ad need to be updated either way. So, where do you begin? Let’s look at the two campaign parts that need to be changed.
1. Change the goals of your Facebook ad campaign
Whether you use the old version of Ads Manager or the new Outcomes-Driven Ads Experience (ODAX) interface, there are many campaign goals and optimizations you need to think about. Using the same few options over and over can be convenient, but it can keep you from getting the best results.
Keep in mind that Meta sends your ads to the people in your target audience who are most likely to help you reach your goals. So, if you never use any of the lead generation tools available, for example, you may miss out on connecting with many potential leads.
Consider making a new campaign with a different goal to give your Facebook ads a new look. Here are some things to think about for some common goals for Facebook ads.
Building an audience
When potential clients hear about your business for the first time, how they react can help you figure out how interested they are. The old Ads Manager’s Video Views goal and both versions’ Engagement goals are great for building audiences. With these goals, you can let people know about your business and products and build audiences for retargeting.
Having traffic goals can also help you build a bigger audience. But Meta’s limits on third-party tracking may change how well your site’s retargeting audience works. Whenever possible, it is best to prioritize in-app engagement.
In older versions of Ads Manager, you could choose between different ways to get leads. If you usually get leads from your website by using conversion goals, you might want to try lead generation or messaging instead.
With lead generation, you can make native lead generation forms in the Facebook app or browser to get contact information from leads. Message goals let you start automated conversations with prospects to find and grow leads.
At the ad group level in the ODAX version of Ads Manager, there are different options for where lead targets can be converted. If you usually send leads to your website, you could use Messenger or Instant Forms to generate leads and retarget them without leaving Facebook.
Sales and sign-ups
No matter which version of Ads Manager you use, you can get potential customers to your website, where they can buy things and complete conversions. But you may miss out on sales if you don’t use your catalog to bring in customers.
Choose Sales Target (in the ODAX version) or Catalog Sales (in the older version). Then, at the activity level, choose Catalog. You can also use conversion goals and choose categories at the ad level in the old Ads Manager.
2. Change how you target your audience
Even if you choose the best targeting, your Facebook ads can fail quickly if you only target a small group of people. And if you choose a target audience for the wrong stage of the funnel, your campaign might not work the way you want it to.
So what should we do? Here are some options for targeting your audience and retargeting them at each stage of the funnel.
Who the campaign is aimed at
At the top of the funnel, it’s important to reach the most possible customers. This way, you can reach out to as many potential customers as possible and guide those who show interest through your sales funnel.
Since Meta took away hundreds of interests in Spring 2022, it may have been hard for you to build an audience based on their interests. Instead, try broad targeting. You can make advertising more likely to work if you know where your audience is, how old they are, and what gender they are.
In adddition, you could also use audiences that are similar to your most important customers as a source of data. You can then reach out to people who are like your best customers without having to get too specific with your targeting.
Think about who will be there.
During the consideration phase of the channel, it’s important to get in touch with people who have already shown interest in your business, product, or service. If your website-based Tailored Audiences haven’t been doing well lately, try using first-party lists or in-app activity as a more reliable data source.
For example, if you run engagement-targeted ads for potential customers at the top of the funnel, you can retarget people who interact with any post or ad or message your page. You can also get data from videos, catalogs, or events.
Audience that makes sales
To get as many people to buy as possible, it’s important to retarget people who have shown a lot of interest in your offer. For example, if you’re advertising with lead generation, it’s a good idea to retarget leads who have opened or filled out a native form.
If you’ve told people about your directory, you can also use it to redirect traffic. Create a custom audience of people who have put your products in their shopping carts, or use the built-in retargeting features of catalog sales targets.
With more than 2.7 billion active users, Facebook is a great way to get your content in front of more people.