Social Ad Work: How to Optimize Your Facebook Ads

Facebook is more than just the most popular social networking site on the Internet. It’s also one of the most dominant marketing platforms in existence, second only to search engine giant Google. If you really want to unlock a better, stronger, and higher return on your Facebook advertising investment, there are a few key (and advanced) tips that you’re definitely going to want to know about.  The primary key here is optimize; you’ll be evaluating all assets and tactics

Relevance Matters More Than You Think

One of the most important tips that you can use to generate a better, stronger return on investment for Facebook is also, thankfully, one of the most straightforward. No matter what, always make an effort to match your landing pages and your ad copy as closely together as possible. Never forget that relevance matters to Facebook, which means that it must matter to you, too.

For the best results, use the “Relevance Score Indicator” in the Facebook ad platform to see this critical metric at any given moment. The more relevant you are, the higher your ROI will be.

Test, Test, and Test Some More

Next up, you’ll absolutely want to experiment with split testing your audiences to see which content works best for different types of people. The Facebook ad platform allows you to test look-a-like audiences, for example, that will really illustrate just what a critical difference seemingly small changes can make.

To really increase the effect that this technique can have, be sure to use the LTV or “lifetime value” metric. This lets you create a look-a-like audience that is similar to your most valuable customers.

Along the same lines, don’t be afraid to test the actual power of your creative message itself by using a split test on the same audience. The first of these techniques will highlight which choices work best for which audiences, while the second will help you make sure that each version of your message is as strong as it can possibly be.

Always Use Interest Targeting

Another great advanced Facebook advertising tip for a better ROI comes by way of interest targeting. When selecting your audience, be sure to single out specific interests and augment your data in a way that is likely to lend itself to an audience that will actually respond to your message.

If nothing else, this is yet another opportunity to get even more specific with regards to not only who you’re targeting, but why. The more specific you can get, the more personal you will get, which will ultimately lead to a more powerful response (and more actual sales).

The Art of the Test and Learn Tool

Finally, one of the most important tools built into the Facebook advertising platform is Test and Learn — something that you can use to reveal your most effective campaigns using insights that you probably wouldn’t have access to through other means.

By using the Test and Learn tool in the Measure & Report column, you can compare two campaigns to see WHY certain choices are inspiring certain reactions. You can compare the effectiveness at two campaigns when it comes to driving purchases, for example. If Campaign A performs better than Campaign B to that end, you can also see why. You can then use that new insight to make Campaign A even better, thus improving your results across the board.

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