We’d be willing to bet that you haven’t yet fully grasped just how important it is to keep your Facebook campaigns optimized.
From beating the ad fatigue to finding your perfect target audience from among 2.20 billion monthly active Facebook users, there are lots of reasons to be continuously improving your ad campaigns.
1. Beating Facebook Ad FatigueFacebook ad fatigue is every social media marketer’s scary nightmare.
Ad fatigue means that your target audience members have seen your Facebook ads for so many consecutive times that they’ve grown tired of them.
The Risks of Ad Fatigue
Reaching ad fatigue has several implications:
- People stop noticing your Facebook ads in their newsfeed – they’ve grown immune to them.
- People stop clicking on your Facebook ads – all the interested audience members have already acted upon your ads.
- Your ad campaign’s costs skyrocket – you’ll be spending large sums without acquiring any more new customers.
That sounds pretty bad, doesn’t it?
So what’s the magic potion to overcome the Facebook ad fatigue? – Campaign optimization, of course!
2. Keeping the Facebook Ad Frequency Under ControlThe easiest way to predict the ad fatigue is to check your Facebook ad frequency.
Facebook ad frequency is a campaign metric showing how many times target audience members have seen your ad.
To check this metric, go to the Facebook Ads Manager, click on a campaign, and in the “columns” section select the Delivery view.
You should be able to see each campaign’s ad frequency in the reporting table.
The best practice is to aim for your Facebook ad frequency to stay under 2-3 points.
However, when targeting a narrow Facebook audience or working with remarketing campaigns, you can also let your ad frequency go higher.
Measure and use the ad frequency as an indicator of ad fatigue. But also keep your eye on the overall campaign results to notice when it’s really the right time to pause or optimize your campaigns.
If you have a high frequency, but your campaign is still actively converting and at a reasonable cost, you can let the campaign continue running until you see the CPA begin to rise.
3. Keeping Your Facebook Advertising Costs LowThere’s probably no Facebook marketer in the world that wouldn’t like to get lots of excellent results at a low cost.
Facebook ad optimization can also be applied to your bidding methods and campaign budgets. This means smarter ad bidding that helps to increase your Facebook advertising ROI.
Facebook advertising cost can vary from anything between the cost-per-click of $0.07
to CPC of $5.99 (below) and go even higher.
Take a look at the campaign report below; you’ll notice how the click-through rate decreased during the campaign lifetime while cost-per-click remained unchanged. That’s because this campaign was optimized to deliver good results throughout its whole lifecycle.
If you want to avoid high ad costs, you need to know how to optimize your ad campaigns already in the setup process, not just later in the ad management process.
Knowing how to optimize your Facebook ads from the start will set you up for higher marketing ROI and more results.
4. Reaching the Right Target AudienceAdEspresso analyzed over $3 million in ad spend and discovered the campaign elements that affected the Facebook campaign performance the most:
- Precise Interests
- Mobile OS
- Age Ranges
- Relationship Status
- Landing Page
- Interested in
Many of these elements are directly related to your Facebook target audience, meaning that the way you set up your campaign targeting can have a huge effect on your Facebook ads results.
Optimizing your Facebook target audience starts by learning about your prospects’ interests and creating some Facebook Saved Audiences.
Head on to Chapter 4 to learn more about defining your Facebook target audiences.
5. Getting a Higher Relevance ScoreLast not least, A/B testing your Facebook ad campaigns can help you better understand what’s relevant and interesting for your target audience.
The Facebook ads Relevance Score is a score on a scale of 1 to 10 that shows how relevant a Facebook ad is to its target audience.
The Relevance Score is one of the key metrics Facebook uses to calculate which advertiser wins the bidding auction and whose ads will be shown to the target audience.
The higher your Relevance Score, the less you’ll have to pay for a Facebook ad click.
In fact, three factors contribute to your ad delivery:
- Your ad set’s maximum bid
- Your ads’ Relevance Score
- The estimated action rates (how likely are people to engage with your ads)
You can improve all three by applying the right Facebook ad optimization hacks.
Wrapping it upTo get more results at lower budgets and beat the competition, you will need to optimize your Facebook campaigns.
Facebook ad optimization is a continuous process, articulated in two different campaign phases:
- Facebook ad campaign setup
- When reviewing your campaign reports
If you are impatient to get started with Facebook ad optimization, click here and learn how to set up the Facebook marketing Pixel. You’re going to need it for tracking your campaign results and creating new Facebook audiences with a high ROI.