Facebook’s advertising platform continues to evolve, adding more and more options and becoming infinitely more complex. To help you with your Facebook ads, here are three best practices to optimize your campaigns.
Choose the Right Objective
When you create an ad, the first choice you have to make is the objective. Facebook offers a range of advertising objectives that include awareness, consideration, and conversions. Each category offers different ad options that are geared towards achieving specific results.
- Awareness: Generate interest in your product or service.
- Consideration: Get people to start thinking about your business and to look for more information about it.
- Conversion: Encourage people interested in your business to purchase or use your product or service.
There are a lot of options. Take time to evaluate them all and select the best fit. Choosing the right objective will make all the difference in the success of your ad.
Use Placement Optimization
A Facebook ad placement is anywhere that an ad is eligible to be served – this includes in the Facebook news feed, Instagram feed, stories, audience network, and even in messenger.
The best way to run campaigns is to use the Placement Optimization options. This enables the Facebook Ad platform to optimize the placements that are achieving your desired objective at the most cost-effective rate.
Target Your Ad
In the past, the goal of Facebook ad targeting was to be as specific as possible. However, due to increased competition and the evolution of the Facebook Ad platform, this approach can lead to more costly results.
When you go a little broader with your targeting, Facebook will automatically optimize to serve your ad to the people in your target audience who are most likely to take your desired objective action. The system also looks for the best use of budget in an attempt to drive more results for lower cost.
So Much More
There are many options that you will need to consider as you walk through the steps to create Facebook ads. Take time to consider the implications and make the best choices. Accepting the recommended defaults can be a good way to get started. Once you run an ad or two, you can use the performance results to refine your next attempt.