AdEspresso

5 Data-Driven Facebook Advertising Tips

Are you looking for Facebook advertising tips — that actually work?

Advertising on Facebook isn’t easy. It can quickly become a chore.

Monitoring your ad sets, trying new targeting options, creating a new custom audience. The tasks quickly pile up.

With over two billion monthly active users and hundreds of customization options, Facebook seems like the perfect place to advertise.

But with such a large user base and diverse targeting options, it’s tough to get your ads to perform well. You need a hyper-specific audience that resonates with your offer.

On top of that, you need ad copy and creative that drives sales.

But it’s more than that. It takes specific, data-driven steps to get a good conversion rate on Facebook and see better returns from your ads.

That’s why 62% of small business owners say their Facebook Ads don’t work or even miss their targets.

On Facebook, it’s not as simple as one, two, three.

Facebook’s Advertising platform might look like a dream come true in terms of reach, but that means it’s even harder to reach the target you really need for growth.

Thankfully, there are a few proven ways to decrease costs and increase conversions. So let’s look at a few case studies and show you how to implement their strategies for success.

5 Data-Driven Facebook Advertising Tips

Use the following tips to reduce costs and increase your conversions in a matter of minutes.

1. Automate your ad monitoring

Recently, Karola here at AdEspresso ran a study testing over 100 different Facebook Ads in a single month.

One of the best Facebook advertising tips was that “ads are like pets,” meaning they need to be monitored and taken care of constantly. You can’t just leave them to their own devices and hope for the best.

Take a look at the study results for an ad comparison below to see what I mean:

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On the left side was the ad set that was monitored daily and tweaked constantly for the best results. Now take a look at the right side ad, which wasn’t optimized frequently.

The CPM and CPC numbers were vastly different. Monitoring and tweaking are crucial aspects of running a good Facebook Ad campaign.

In fact, as this study shows, it’s essential if you care about costs and ROI. Which you do. But you don’t have the time to sit there and tweak your Facebook Ads all day.

You need to implement automated rules on Facebook if you want any resemblance to a “work-life balance” (yeah, right).

Marketing automation is relatively new, but the use of it is growing amongst B2B companies:

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Marketing automation started to take off in early 2012 and has been growing ever since. Currently, there are nearly 11x more B2B companies using marketing automation than there were in 2011.

But most people and companies using marketing automation still rate themselves as “New.” Only 3% rated themselves as high-level marketing automation users.

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Regardless, the latest data shows that companies using marketing automation are achieving their marketing objectives successfully:

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Meaning marketing automation is key for putting your business on autopilot. Wasting time and checking your Facebook Ads every single day can quickly become a chore.

And when a specific task that’s crucial for your ROI becomes a chore, you are more likely to make mistakes. To try and get it done as fast as possible, rather than optimizing for success.

Thankfully, Facebook allows us to use automated rules saving us countless hours of optimization.

To get started, load up your Facebook Ads Manager and click “Create Rule”:

You can select between multiple different conditions, or triggers, that you can customize based on their actions:

For example, you can trigger a rule to take effect when frequency goes up, or when you spend too much.

The automation options are almost endless with Facebook rules.

But one of the best rules that Karola used to find success in the study of 100 Facebook Ads was using a CTR-based rule:

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Karola would automatically pause ads that were not performing, and use that extra budget to increase ads that were performing.

Meaning the budget was being utilized to the fullest.

To set up this rule, first select “CTR” as your condition:


Next, input a number for the condition that matches your average campaign click-through rate:

As your action, be sure to select “Turn off ad sets” to turn off your specific campaign ads that aren’t performing.

Next, you need to set up the rule to increase your spend when ads are generating great returns!

Under your condition, select CTR “is greater than.” Be sure to input your standard click-through rate again.

But this time, for your action, increase your daily budget by 25%:

Meaning that when your CTR is greater than 10%, Facebook will automatically increase your daily budget by 25%.

So now when a hot streak of cheap clicks comes your way, you can capitalize on it without lifting a finger.

2. Use a proven CTA

Using an effective call to action can be the difference maker in your Facebook Ad campaigns. If you’re targeting cold traffic, you probably don’t want to ask them to buy immediately.

Conversely, if they are already brand aware, it wouldn’t make sense to have them learn about you. They already know you.

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Picking a CTA can make or break your campaign and should always be linked to specific audiences and end-goals.

Facebook allows you to choose from a multitude of CTAs for a given ad:

But how do you know which ones work and which don’t?

If you use the wrong CTA, you risk getting no clicks and spending money without any conversions.

According to the analysis of over 37,000 Facebook Ads, here are the most commonly used CTAs:

In this study, only 56% of ads even had a call to action, too.

Meaning 44% of people aren’t using a CTA on their ads. And without a call to action, what else is a user supposed to do with your ad?

Taking this CTA data, AdEspresso compared the two most popular calls to action:

Learn more and shop now.

They found that “Learn More” generated a 22.5% higher click-through rate:

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Pretty amazing right? But that’s not the full story. Remember, higher click-through rates are nice, but the end goal is ROI.

If those clicks didn’t convert, then your CTA isn’t working.

When looking at conversion data, “Sign Up” generated a 14.5% higher conversion rate.

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Of the two most common CTAs, Sign Up generated the best conversion rate, and Learn More generated a massive click-through rate.

Having the perfect call to action is critical for success on Facebook.

Although this Facebook advertising tip sounds basic, it still needs to be said — if your end goal is selling a product, don’t put “Learn More” as your CTA.

If your final conversion action is getting something on your website, try using “Learn More”  instead of “Download” or other CTAs.

3. Use desktop placements if you want conversions

Facebook allows you to create ads for tons of different placements:

You can advertise via Instagram, the audience network, Messenger and more. On top of that, you can select between mobile or desktop.

So, what’s the best? What platform is really going to give you a positive ROI?

Well, contrary to what you might think, it’s actually desktop. According to an AdEspresso study, desktop feeds were much more likely to generate conversions:

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Despite mobile feeds having a much lower cost per click, over 100 ads they had little to no conversions throughout.

People simply don’t buy as much on mobile as they do on desktop when it comes to Facebook.

It’s much easier to convert on a desktop landing page than mobile when you’re on the go.

Next time you’re optimizing your ads for conversions, use the desktop placement before you tack on mobile placement too.

But if your goal is simply brand awareness, mobile might be the better choice since cost per clicks on mobile tend to be much lower.

So if a conversion isn’t your end goal, give mobile a shot for cheap traffic!

4. Frequency rules can save your CPC and CTR

Have you ever caught yourself browsing Facebook only to notice the same ad over and over on your feed?

If you haven’t, rest assured, it’s incredibly annoying.

It’s the bane of my existence.

The same can be said with traditional advertising outlets like TV and radio.

When I see the same commercial on TV 4 times within the same 30-minute show, I tend to get a bit frustrated. It’s the worst thing about streaming shows, am I right?

And if you’re pissing off potential customers, you can kiss those conversions goodbye.

Frequency can be detrimental to more than customer impressions of your brand. It can quickly eat into your bottom line:

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As frequency increases, you can expect significant impacts on your click-through rate and cost per click.

Meaning you’ll get fewer clicks on your ads, and the clicks that you do get will be extremely expensive.

If a user sees the same ad more than 5 times, you start to see negative side effects. Majorly.

According to the study, when frequency levels reach 9 ad views, the average cost per click increased by 161% when compared to the first view.

And I don’t know about you, but I don’t like wasting my ad spend when I need that money to fuel my coffee addiction (who’s with me?).

Thankfully, there’s another rule that you can set up in under a minute to take care of this problem once and for all.

Here’s how to structure it:

  1. Set your condition to “Frequency” and select “is greater than X.”
  2. Set your action to “Turn off ad sets.”

 

And that’s it! Voila! No more tweaking and monitoring for frequency.

Now when a given user sees your ad more than five times, Facebook will automatically turn off that ad set so that no user will see it again.

This is data-backed and proven to save your CPC and CTR.

5. Target brand aware traffic for cheap conversions

The buyer’s journey is something you’re probably familiar with:

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In essence, it works to highlight the typical path or steps that a user takes before buying a product or service.

And one thing you’ll notice is that it’s not a one-step process. A user doesn’t simply see your ad for the first time and convert.

They take multiple steps and likely will land on your site multiple times before even considering your business as a suitable solution to their problem.

This presents an issue for Facebook marketers looking to penetrate new audiences and expand reach.

It’s why 62% of small business marketers find that Facebook Ads don’t work. Targeting cold traffic that isn’t ready to convert will only drain your budget.

To get a clear picture, take a look at this Facebook sales funnel:

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There are five stages in the process of even just remarketing on Facebook!

Why? Because people don’t come to Facebook to find new products. They come to interact with their friends and browse too many pictures of pugs.

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Yes, I have a problem.

This is an issue for marketers who want and need to see returns fast. Cold traffic just won’t convert on your first few ads or even campaigns.

You might get a few here and there, but the end results won’t live up to expectations.

Unless you start targeting warm traffic. Traffic that is already brand aware and primed to convert.

That’s exactly what Andrew Hubbard did to achieve a $0.65 cost per conversion and generate $36,449 in revenue from a budget of only $4,000.

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Split testing dozens of ads and campaigns, Andrew finally locked in on the most profitable way to get conversions:

Targeting already warm/brand-aware visitors. Basically, he could virtually skip the entire conversion funnel process.

Using this as one of the pillars of his strategy, he found a nearly 900% return on investment.

And thankfully for us, it’s incredibly easy to set up.

Instead of launching your next campaign to a saved audience with basic demographics, create a custom audience based on Facebook Page engagement:

Click “Engagement” when using the custom audience feature, and then select “Facebook Page” from the list:

Now you’ve got a diverse list of targeting options rather than just targeting a new audience or basic website visits:

You can target anyone who visits your page, engages with posts, has clicked on a CTA and more.

If you choose options like post engagement or CTA clicks, you can effectively target users on Facebook that have shown a proven engagement with your brand.

Meaning they know you already, and they are showing a clear interest in what you’ve got to offer.

All you have to do is nudge them in the right direction. Get them off the fence with a compelling offer that they can’t turn down.

Try creating custom audiences via Facebook Page engagement to drive easy, cheap conversions instead of drip-style campaigns.

Conclusion

Despite these Facebook advertising tips, there’s no getting around the hard truth. Advertising on Facebook is tough.

In fact, 62% of small businesses report having trouble with Facebook Ads.

Why? Because Facebook’s diverse targeting options and massive user base aren’t as wonderful as they seem.

Don’t get me wrong, targeting options and a large reach are great, but only if you know what to optimize and how to reach people who are actually interested in your business.

If you don’t, you’re probably reaching all of the wrong people with the wrong offer.

Unlike AdWords, there is no search terms or keywords to bid on, meaning you need to create audiences that are interested in your product.

It’s not as easy as targeting relevant search terms. You’ve gotta dig deep to get the best audience.

Thankfully, there are a few tips you can use to boost your advertising success today.

Start by implementing automation rules on Facebook. In an AdEspresso study, rules helped to drive cost per clicks down significantly.

Next, use a proven call to action. “Learn More” and “Sign Up” are the best CTAs when it comes to CTR and conversions.  

If you want more direct conversions rather than simple brand awareness, you should always use desktop placements.

Implement frequency rules to save your CPC and CTR, too. It’s one of the fastest ways to ensure your costs don’t exceed your budget.

Lastly, be sure to target brand-aware traffic for the cheapest conversions.

Facebook Advertising doesn’t have to be hard if you follow proven methods to increasing your conversions.