Tips for Improving Facebook Ad Management Performance
You've kept up with all the trends and targeted your ads to within an inch of their lives, but still, your Facebook ad management isn't living up to its potential. Not to worry, there are ways to maximize your current ad budget and boost your ad performance.
Here are five ways to improve your ad management performance right now.
1. Split-Test Your Ads
Split testing or A/B testing is a marketing staple for a reason. It lets you narrow down the most effective elements of your ads so that you're able to better optimize your campaign.
In a split test, you create two different versions of one ad. The variations can be as simple as a different image used, or as extensive as a complete re-write of the ad copy. From there, it's a 3 step process:
Split out a section of your audience and run both ads to 50% each of that section
Once enough time has passed to gather measurable results, analyze and compare the performance of each ad
Deliver the ad with the stronger performance of the two to the remainder of your audience
Facebook's ad manager comes bundled with a split testing feature. It lets you create multiple ad sets and test them against each other to see which Facebook ad management strategy produces the best results.
2. Schedule Your Ads for Their Optimum Time
Facebook lets you schedule your ads to run at specific times, and you'd do well to take advantage of the tool.
Different ads do better or worse at different times. This is dependant on a lot of factors: what industry the ad is for, whether it's a weekday, the ad's target audience, and so on.
So how do you know when you should schedule your ads?
If you already have a good number of campaigns under your belt, you can see how your ads have fared at different times by breaking down your campaign results in the Ads Manager by the time of day.
You'll likely see some trends if you have a big enough sample size which will let you see what times and days your ads performed the best.
If you're new to Facebook ad management, don't worry. A lot of people have put a lot of time and effort into figuring out the optimum time to deliver advertising content.
This is how we know online retailers' highest-earning day of the week is Monday, and consumers spend more in the beginning and middle of the month due to something called "the paycheck effect".
While knowing these industry particulars might not be the magic bullet for your particular business, they're a good jumping off point to get your future campaigns off on the right foot.
3. Account for Ad Fatigue
When your target audience has seen your ads dozens of times it's called hitting audience saturation. You'll notice a drop in click-throughs, and odds are your audience is starting to get annoyed. At that point, you've hit what's called ad fatigue.
Ad fatigue is the silent killer of many a Facebook ad management campaign, but there are ways to combat it.
Facebook Ad Manager measures the frequency of your ads. The frequency is calculated by dividing the number of unique times your ads were displayed (the impressions) by the number of unique users your ads reached (the reach). This gives you the average number of times your ad was served to each individual.
The best way to optimize your ad frequency is by increasing the number of different ad versions you're serving - the more ads you have to show, the less likely your audience is to see the same ad over multiple impressions.
4. Remarket Remarket Remarket
Remarketing is the practice of marketing to customers that have already visited your site or interacted with your brand but haven't converted. It's a way to entice them back or keep your brand in the forefront of their mind for future actions.
Facebook commonly refers to remarketing as "Custom Audiences" and gives you a few different remarketing routes: customer lists, website traffic, and app activity.
Facebook customer lists let you upload a list of already collected customer data — for example: from your site, or an email list — and target your ads specifically to that list.
This is a great way to remarket ads to people who are at a specific point in your sales funnel. For instance, if you have a list of customers who have abandoned a cart on your site, you can serve them ads to entice them back to finish the sale.
This is the most common remarketing route. Once you've placed a Facebook pixel on the pages of your website, you can set up audiences with filters based on pages they've visited. Those audiences can then be served ads specific to the content they interacted with on your website.
This is usually done within a certain timeframe of the visit, eg: the next day or so.
Last but not least you can target your Facebook ads based on the activity of users of your app. There are multiple ways to do this, including reaching people who have recently opened your app, targeting those who have abandoned a shopping cart, or serving ads to users who have achieved a certain level in a game.
5. Exclude All Previous Converters
Have you ever bought a product only to have Facebook advertise that same product to you after the fact? That happens when advertisers fail to exclude their previous converters.
Serving ads to an audience that has already converted is not only a waste of budget, it also contributes to ad fatigue, which as we've learned, can be a campaign killer.
You can avoid this Facebook ad management faux pas by setting up a custom audience list of previous converters and ensuring that they're excluded from future campaigns.
Onto Facebook Ad Management Excellence!
Facebook ads are a fast evolving science, but with a little know-how and these five ad management improvements, your campaigns will start returning on their investment and then some.
And once you've mastered the ads, you can turn your sights to other ways to use Facebook to boost your business.
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