11 Easy Ways to Improve Your Facebook Ad Campaigns
By Anna Hubbel Advertisemint, Facebook advertising agency
There are many ways to improve your Facebook ads, but these 10 are the easiest and fastest solutions for you. If you want a quick solution to tweak your Facebook ads for the better, try out these tips.
1. Create a Specific Target Audience
Creating your target audience is an essential part of strategizing your ad campaigns. Unfortunately, many advertisers don’t know how targeting works. Because most advertisers usually use the most ineffective, most popular, and most competitive targeting options, they squander their budgets and fail to reach a high-interest audience likely to convert. Advertisers must improve their Facebook ad targeting to improve their Facebook ads.
To improve your targeting, narrow down your target audience by demographics, connections, interest, Custom Audience, and behaviors. For example, if you’re in the women’s apparel business, you need to create an audience profile like the example below:
- Gender: Male
- Age: 18-25
- Language: English
- Connections: all men who like menswear and friends of men who like menswear
- Custom Audience: customer contact list
- Behaviors: all men who like fashion brands’ Facebook pages
- Interest: Drake’s, menswear, suits
The more specific your target audience, the better your chances of serving ads to an audience likely to convert and the more money you save.
2. Offer a Value Proposition
To attract customers to your offer, add a value proposition to your creative. Value proposition is the benefit your ad offers. It may be a solution to a problem, a money-saving deal, like a discount or free shipping, or a reason why customers should buy from you and not your competition. Value propositions give your customers incentive to take action because of your ad.
For example, this ad by GAP contains a value proposition of quantified value. Not only does it offer free shipping, but it also offers a discount.
3. Think Mobile
More people have been flocking to mobile throughout the years. If you want to reach your potential customers, then you must create mobile-friendly ads. There are several ways you can optimize for mobile.
1. Use short copy
Use shorter copy so your mobile ads’ text don’t get truncated. Although you can use a maximum of 345 characters on mobile before your text gets truncated, try to be concise by keeping your copies to a few lines.
2. Link to mobile-friendly landing pages
If you’re using an ad that directs your customers to a different web page, make sure your landing page loads quickly and works properly when accessed through mobile.
3. Use the vertical format
Format your mobile ads vertically as that format fills the entire phone screen unlike the horizontal and square format.
4. Add captions to video ads
Since some users prefer to watch video ads for sound off, add captions to your videos to ensure you are delivering your message to them.
4. A/B Test Your Ads
A/B testing allows you to know which ads garner the revenue and which do not. To A/B test, you can test copy against copy, image against image, and CTA against CTA. For example, when AdEspresso tested copy with emojis against copy without emojis, it found that copy with emojis performed better than copies without emojis.
5. Refresh Creatives
While A/B testing allows you to save money, refreshing your creative combats ad fatigue, a phenomenon that occurs when your target audience that has seen your ads too many times ignores or overlooks your ads. Ad fatigue causes your CTRs to increase and your frequency to decrease. There are three cost-effective ways you can refresh your creative:
- Reword ad copy
- Edit image with graphics or filters
- Turn videos or photos into gifs
6. Have Clear Objective in Mind
Don’t run an ad campaign without a clear objective. Before you start an ad campaign, ask yourself what you want your campaign to achieve. Do you want to collect leads to drive people to your brick-and-mortar store, to compel them to like your Facebook business page, or to purchase your product?
Because your ads’ features and optimization depend on your objective, you must determine the objective you want for your ads before creating them.
7. Use Original Images
In an A/B testing experiment by AdEspresso, the digital advertising company discovered that product photos perform better than stock photos.
Unfortunately, many advertisers use stock photos for their ads because they are cheaper and easier to obtain. However, you can always recycle your old photos rather than producing new ones. You can tweak existing product photos by placing them against a quirky background, editing them with new filters, adding captions and stickers among many other decorations, or turning them into gifs.
8. Add a Clear Call-to-Action to Your Copy
Adding a clear CTA on your copy lets customer know what you want them to do after reading your ad. Do you want them to sign up for your email list, purchase a product, or view your latest video? CTAs can be as forthright as “buy now,” “sign up,” or “click here” or it can be subtle as Tesco’s CTA in the ad example below.
In this ad, the CTA “Find more tips” urges customer to explore its online recipes.
9. Add Social Proof
Social proof, which shows customers that people interact with your ad or your brand, is evidence that people are taking action because of your ad or engaging with your ad by liking, sharing, or commenting on the ad. It can appear on the copy, with lines such as “10,000 people have downloaded this app” or it can be the engagement section on the bottom of a Facebook ad where it lists the amount of likes, shares, and comments on your ad.
Social proof is important because it functions as word of mouth on social media: when people see ads that their friends, whom they share interests with, have liked, they are likely to trust that ad.
10. Analyze Your Data
Much like A/B testing, analyzing your data is a vital part of managing your ad campaign. Fortunately, you don’t need third parties to give you the data for your ads. In fact, Facebook offers free data that gives you insights into the demographics of your audience, the relevance score of your ad, and the amount of engagement, among numerous other vital information. Analyzing data allows you to see what works and what doesn’t. It allows you to improve your campaign to gain better ROIs.
11. Target Custom and Lookalike Audiences
On Facebook, other than targeting by demographics and interests, you can also target a Custom Audience and Lookalike Audience. A Custom Audience allows you to target people from your contact list. A Lookalike Audience allows you to target people who are similar to customers on your contact list. If you want to target an audience that is likely to respond to your ad, target Custom Audiences. If you want to expand your audience, target a LookaLike Audience.
If you want to improve your Facebook ads, try one, two, or all of the advice outlined above.
Every month I choose a few entrepreneurs to personally help them scale their Facebook ads and businesses.
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