What to look for when optimizing a Facebook Ads campaign

A Facebook Ads campaign rarely gives you the expected results from the start. There are too many unknown factors that require data that can only be obtained by investing money. tune Facebook AdsPhoto rights by Fotolia Things that influence conversion and do not depend on Facebook Ads are the following: Quality and originality of the product. Price compared to competing offers. High degree of brand recognition and reputation. Usability of the page, confidence it conveys, payment methods, etc. Once you have these parameters (more or less) under control, it’s time to adjust your Facebook Ads campaign. The first point of contact is the Facebook Ads banner. Therefore, it is important to design a banner that receives many clicks . The text is also important. Calls to action should be included and even capital letters can be used sparingly to highlight important details (e.g. “FREE SHIPPING”). Once the campaign is underway, I look at the following criteria. Contents [ disguise ] 1 Cost per action (Like, click, conversion, etc.) 2 Views per user 3 Ad Rating Cost per action (like, click, conversion, etc.) The most relevant data is undoubtedly the cost per action. Here we can be talking about “likes”, cost per click, video playback or conversion, etc. Often, after the first 2-3 hours, we can already tell whether a campaign is on track or whether it’s time to start over from scratch. Although I used to stop after this short period, I’ve changed my mind a bit on this. It’s best to wait about 24 hours to give Facebook enough time to optimize its machinery. I’ve seen many campaigns that managed to be profitable despite showing not so good data at first. The same applies when you want to scale a campaign. The daily budget must be carefully adjusted. It is not advisable to double it, but rather to increase it little by little. I recommend increasing it by 30% at most and then waiting about 24 hours to repeat the procedure. One of the most frequently asked questions about Facebook Ads is how long a campaign should be active. In reality, it’s not a question of answering with 2 weeks or 3 days. It’s more about the period of time that you can keep the cost per action at the desired level . Sooner or later, a campaign tends to lose effectiveness. The reason is the following criterion that I apply. Views per user One statistic I like to look at is the number of times a Facebook user has seen one of my ads on average. If we add to this the fact that the effectiveness of the campaign is declining and we are going below 1.5 times the number of hits per person (this is not an exact science but rather an intuitive fact), it is time to stop and start from scratch with creatives, audiences and, if possible, a fresh segmentation. Ad Rating Facebook usually assigns a score of 0-10 to each ad. The higher the better. This is a figure that I suspect brings together several relevant criteria: user interactions with the ad, CTR on links and the ad overall, times it has been marked as unwanted by a user, etc. A high score indicates that Facebook is rewarding you by reducing your costs to increase ROI. One of the pillars is user experience. If you see that you are getting a low score from the start, you should consider starting from scratch because the cost of the ad will not be optimal. Facebook ads are a world of its own. I’m surprised by the amount of new things you can still learn. Especially when it comes to creating communities on Facebook, you discover little tricks that can be applied directly or indirectly to get more out of your ads. With all this new learning, it is worth renewing my Facebook Ads training. At the end of this month I will organize a face-to-face course in Madrid and in October a more extensive one will follow in an online format. If you are interested in either of them, contact me and I will keep you posted