After you’ve set up some ad campaigns on Facebook and are starting to get some results in, you might be tempted to just sit back and let the ad algorithms work their magic. However, you shouldn’t start resting on your laurels now, no matter how proud you are of your new ads!
Whether the results you’re getting from your ads are meeting your expectations or not, you should soon start thinking about what you could do to get even better results. A good way to hone in on what changes you should make to generate more leads is to get some help from a digital agency that specialises in PPC advertising.
If you’d rather go it alone, though, here are some important things to keep in mind before you start optimising your Facebook PPC campaigns:
- Optimise ads one element at a time
- A/B test your planned changes
- Consider duplicating ads
- Fight ad fatigue with multiple versions of your ad
- Optimise your ad targeting
- Make your Facebook business page great
- Install the Facebook Pixel to your site
We’re starting with this tip because it’s something that people who are new to pay per click advertising are often unaware of.
If you want to be able to tell exactly what effect the changes you’re making to your ads is having, you need to only change one thing at a time. We know, it’s tough! When you’ve come up with loads of ideas of what you’d like to change in your ads, you want to be able to start serving your completely revamped ads to your audience right away.
However, this isn’t such a good idea. First of all, if your existing ads are changed in several ways all in one sitting, your cost per conversion will likely skyrocket in the aftermath.
This is because it takes a while to optimise your ads’ delivery to your target audience. When you change multiple elements all at once, you’ll reset this process and your ads will revert back to a higher cost per conversion until the Facebook ad algorithm can effectively calculate how much to charge for your revamped ads.
Second of all, changing multiple ad elements at once means that you won’t be able to accurately tell which change leads to a change in conversions. This is especially true if you're changing something as big as your ad’s targeting or bidding. So make changes one at a time and wait a while before making another one.
Always A/B test! When it comes to pretty much any form of marketing, this should be your motto if your goal is getting the best possible return on investment.
For Facebook ad campaigns, some things you should consider A/B testing include your ad design and copy, campaign objectives, call to action and bidding methods. However, don’t test too many elements at once - otherwise, you’ll run into similar problems as you would if you were making several changes to your ads in one sitting.
You should also not rush your experiments: in order for your results to be statistically significant, you have to wait until you have a good sample size of traffic and conversions. At the very least, you should wait until you have 100 clicks or new leads from your ad variation before drawing any conclusions.
If you opt to use these tools, just be aware that these calculators are set up to give you the statistical significance of a change to a landing page or website rather than a PPC ad. Because of this, they won’t immediately give you advice on the results of an advert campaign unless you use different metrics for your calculation. These metrics are Reach vs. Click Through Rate.
Remember also that Facebook and Instagram ads don’t create conversions unless it’s a lead generation campaign: your website is the converter.
Following from the last point, some PPC experts think that changing elements in well-performing campaigns is so risky that instead of changing them, you should duplicate them. You can then make your changes in the copies.
This can help with your Facebook ad optimisation because you’ll be able to tell the results that the changes you make more accurately. You also won’t increase your cost per conversion on well-performing ads. When creating a variant of an existing campaign, you can pause the original ads while testing the new ones or have them run at the same time.
If you show the same ad to a person too many times, they grow tired of it and become more or less blind to it. Or, worse yet, they might start actively disliking your brand if they can’t seem to get away from your ad when they browse the internet. This is why you should create multiple versions of your ads: this way, your audience will never get tired of seeing your ads.
So, how many times can you show the same ad to a Facebook user before they get tired of seeing it? Well, there isn’t a one-size-fits-all answer to this question, but analysis by AdEspresso found that cost-per-click for ads rose after it had been shown to the same audience four times. In a nutshell, after a while, the more your audience sees your ad, the more bored they get. This makes them less likely to convert.
Creating several versions of your ad and scheduling them to show on different days of the week means your audience gets a bit of variety in the messaging they receive and they won’t get bored as quickly.
Even if you create several unique versions of your ads, it doesn't make sense to keep showing your ads to the same audience forever. At some point, the person viewing your ads will either have already converted, or they are unlikely to ever do so.
For those who have moved to the next stage in your sales funnel, you should serve up new messaging. If they’ve already converted to the next stage, your ads should tell them what the next steps are. This is a much better use of your advertising budget than serving the same message to them again and again.
You should take some time to learn from those people in your ad audience who didn’t convert. If you don’t have any buyer personas created just yet, you should come up with some now, as these will help you target your ads to the audience most likely to convert.
A buyer persona is, simply put, a fictional representation of your core audience(s). You should use the information you have on your existing clients - such as their demographic details and how they found your company - to create a couple of examples of the typical customers who love your products or services.
When people click to visit your page on Facebook from an ad, they should be positively surprised by what they find there. Your company Facebook page should have a descriptive “About” page, cohesive branding and high-quality images.
Even if your ad goal isn’t to send people to your Facebook page, many people will click through this to follow you. This is another positive impact running Facebook or Instagram ads can have on your business: they can boost your follower count.
Your company’s Facebook page is also another chance for you to show your ad audience what you’re all about, so don’t waste this opportunity! Use this platform to share content that tells your audience what’s special about your company and why you do what you do.
If you haven’t already done this, you should add the Facebook Pixel to your website when you’re about to start optimising your advertising campaigns. Don’t worry, it’s easy and doesn’t take very long at all! You can find step-by-step directions for installing the Pixel here.
Installing Facebook Pixel means you can find out more about how people behave after they click on your ad to visit your website - this will help you optimise your ads. For example, if people click on your ad but exit your site quickly and without converting, chances are your ad creative isn’t communicating your offer accurately.
Having Facebook Pixel installed also allows you to remarket your products or services to people who’ve visited your website in the past - this PPC ad method is one of the best for return on investment.
Looking for a Facebook ad agency in Edinburgh?
If you could use a helping hand with getting the most of your ads, hiring a Facebook advertising agency to help you out might be a good idea.
Bundle Digital may be a remote marketing agency, but our heart is firmly in the Scottish capital. We specialise in working with customer-facing (B2C) companies and can help you optimise your existing PPC campaigns, or kickstart your Instagram and Facebook advertising efforts. You can read more about our Facebook ad services here.
If you’d like to have a chat about how PPC campaigns could benefit your business, get in touch with us!