Are you spending money on Facebook ads? If so, there’s a good chance you’re throwing most of your budget down the drain.
According to research, 62 percent of business owners believe Facebook ads are ineffective, and, the truth is that they are – if you don’t know what you’re doing.
Want to stop wasting your money and start seeing some real results? Check out these five tips for how to optimize Facebook ads and up your ROI.
1. Mine Your Audience Insights
Facebook gives you easy access to a wealth of information about your audience. If you’re not using it, you’re wasting your marketing dollars!
If you haven’t done so recently, head over to your Facebook Audience Insights page. This is a great way to learn as much as you can about who your target market is based on the types of people who already like your page.
This page will show you all the demographics information you need to start creating a targeted audience for your ads. Doing so will help to ensure you’re getting your ads in front of the people who are most likely to follow through on your call-to-action (which is the ultimate point, right?).
2. Sell the Click (Not the Offer!)
A common mistake business owners make when creating a Facebook ad is trying to make the sale directly from Facebook. While this is sometimes effective, you’ll almost always have more luck if you use your Facebook ad to direct your viewers to a landing page.
This gives you the opportunity to give your viewers even more education about your product or service, which further increases the chances of converting a view into an actual sale.
To help ensure your Facebook ad captures the user’s attention, you’ll want to appeal to emotions that will compel them to follow your call to action. Since you’re not trying to provide all of the information about your product in the ad, you’re able to focus your efforts on one thing – getting them to click the button.
3. Avoid Vanity Metrics
Likes, follows, comments, and shares are great, but if they don’t actually result in sales, they really don’t matter. That’s why these are known as “vanity metrics.” If you see that your ad is getting a lot of clicks, you might think that it’s “working.”
You might even put more money into it, assuming that you just need to gain a bit more exposure and the sales will start rolling in. Unfortunately, this isn’t always the case.
When an ad is getting engagement but isn’t translating into sales, you need to stop what you’re doing right away and figure out why. Otherwise, you’re just pouring money into a problem ad!
Always make sure you track your revenue and don’t put money into ads that are causing you to lose money, no matter how many clicks they get!
4. Take Advantage of Day Parting
Many business owners, especially those who only have a minimal understanding of how Facebook ads work, simply allow Facebook to decide when to run their ads. However, you can really optimize your Facebook ads by taking control of the days and times they’re shown. This practice is also known as day parting.
The goal of day parting is to make sure your ads are placed when they’re most likely to get results. Some people choose to optimize around when their target audience is most likely to see the ad while others focus on the times they’re most likely to receive engagements, clicks, and conversions.
This is particularly beneficial for businesses that might have different peak hours than Facebook’s usual busy times. In this case, competition might be lower during your peak times, which can save you money.
You can find the information you need by checking out the “Posts” tab on your Facebook Insights page. This will show you at a glance the exact times when your target audience is the most active. Then, you’ll head over to the Facebook Ad Manager to access detailed settings for your ads.
5. Assume Nothing, Test Everything
You might think you know your target audience well enough that you can create the perfect ad that’s sure to resonate with them and lead to massive sales. However, this is rarely the case.
When it comes to successful social media advertising, your opinion doesn’t matter. Assume nothing and test everything. This is the best way to confirm you’ve completely optimized your ad.
If you’re not taking advantage of A/B testing, you’re likely leaving a lot of money on the table. You can use this process to optimize every aspect of your ad, including things like your image, copy, font, color scheme, headline, call to action, and more.
How to Optimize Facebook Ads Most Effectively? Hire a Pro!
If you start applying these tips on how to optimize Facebook ads you should begin seeing improvements in your ROI right away.
However, if you want to experience the ultimate success with your Facebook ad spend campaign, now is a great time to turn to the pros. We apply all of these tips and more to ensure you’re getting the absolute highest value for your marketing dollar. Best of all, we take care of the hard work for you so you can focus on your business.
Take a look at some of our customer success stories, then contact us to learn more about how we can help you achieve similar results!
