Do you want to get more out of your Facebook ads?
Are you looking for ways to make your campaigns more cost-effective?
Some simple tactics can help you maximize the performance of your Facebook campaigns, especially if you’re on a tight budget.
In this Coaching Blog, you’ll discover 3 ways to optimize your Facebook ad campaigns for better results.
#1: Take Advantage of Targeting Features to Refine Your Audience
To create a low-cost, high-performing Facebook ad, you need to narrow down your target audience. This will help ensure your ads reach the right people, giving you the best chance of success. You’ll also avoid spending money serving ads to people who won’t be interested in your business.
Start by defining your target audience.
Here are the parameters that Facebook uses to define your target audience.
Specifying a location in your ad set lets you target people in a certain geographic area who have something in common with what you’re promoting.
For example, suppose that you have an organic beauty business with multiple locations and you want to create an ad to promote your Facebook page. If the ad is specifically for your Los Angeles store, use location targeting to serve your ad to people in the Los Angeles area who may already be familiar with your brand or are more likely to visit your store.
Target Facebook ads in a specific geographic area.
Now repeat this targeting for all of your store locations. Tailor your ad’s text and imagery for each audience to improve the success rate of your campaign.
An added benefit to location targeting is it gives you a way to split test a campaign. If you separate your ad sets by city, you can see which locations are responding well to your ads and invest more of your ad budget into those.
Age and Gender
Next, think about your buyer persona, which will include the age and gender of your perfect buyer.
Use this information in your campaign targeting by specifying that age and gender. You want to serve your ads to people who might be interested, as opposed to people with no connection to the products or services you’re promoting.
Target an age range and gender.
If your in-house data shows that your highest-value customers are females ages 18-30, use this information to enhance your targeting efforts and show the ads only to people who share these traits.
The Detailed Targeting section is where you specify the behaviors, interests, and demographics of your ideal customer. You want your ad to be shown to people who have already expressed an interest in certain areas. These are the people who are more likely to engage with and respond to your ads.
Focus on user interests that are related to what your business offers.
Depending on your ad objective, you can also use connections targeting, which lets you show your ad to people you have a connection with on Facebook, such as people who’ve liked your page.
If you want to reach a new audience, exclude people who already like your page.
Facebook also lets you target people who like your page, and friends of people who like your page. Either option is ideal if your campaign objective is to increase visits to your website or encourage post engagement.
#2: Split Test to Shift Resources to Top-performing Ads
If you have a small ad budget, it’s important to split test your campaigns. This allows you to identify well-performing ads and adjust your spend based on the results.
Suppose you’ve created four ad sets that each target a different city. Your Los Angeles ad is performing well and getting a cost per result (CPR) of $0.25, but your Chicago campaign is running with a CPR of $1.32. Taking this data into consideration, it makes sense to turn off the Chicago ad, or assign more budget to the Los Angeles campaign, because that’s where you’re getting the best return on your investment.
Review your ad performance and shift resources to better-performing ads.
If you’re running a Facebook campaign and have a small budget to work with, you should analyze your ads as they run to help you minimize the chances you’ll waste money on ads that aren’t performing as well as others.
#3: Add Special Offers to Prompt Conversions
Did you know that around 93% of shoppers have used a discount code or coupon in the past year? Using special offers and discount codes is a classic marketing technique to entice new and existing customers to buy your products or services. Not only do offers help you boost sales, but they also give the audience an incentive to buy from you.
When you include an offer that can be used only when people are exposed to your Facebook ad campaign, you’ll be able to see how successful your ads were within your customer database. This tactic helps you identify the best marketing tactics for your business and maximize your return on a small investment.
As you can see, with a few tweaks to your Facebook ads, you can get a better return on your investment while staying within your budget!