In the ever-changing world of Social Media Marketing, optimizing your advertising strategy is crucial. Whether your goal is lead generation, post engagement, or conversions, you want to make sure that your ads are set up for success at every level. Here are 5 ways you can optimize your campaigns at the campaign, ad set, and ad level:
- Choose the Right Campaign Objective
The first thing you do when creating a Facebook ad campaign is choose the objective. This selection tells Facebook what type of consumer to show your ad to. Some are more self-explanatory than others. If you plan to run video ads in hopes of getting as many views as possible, then a “video views” objective is your obvious answer. Conversely, if you plan to launch video ads in hopes of attracting new ecommerce customers to your site, then it would be best to select the “conversion” objective. Choosing the right objective will help Facebook help you reach your sales goals.
- Refine Target Audiences and Utilize Exclusions
Don’t waste ad spend on an audience that is not interested in what you have to offer. Targeting too broad an audience will result in a lower engagement and conversion rate. Spend some time researching competitors, interests, and behaviors of your targeting audience to reach new potential buyers. Arguably the most important part of creating a new target audience utilizing exclusions. If you are looking to reach a brand-new audience, you want to exclude fans of your page, past purchasers, and even past website visitors to ensure that you are placing your brand in front new users.
- Take Advantage of Remarketing Capabilities
If you could only run one campaign for the rest of your life it should be a remarketing campaign. Remarketing campaigns serve your ads to a highly qualified audience resulting in high conversion rates and low cost per conversion. Standard remarketing is a great tool to promote sales and specials to consumers who are already interested in your product. Dynamic remarketing allows you to remind visitors of the products they viewed and encourage them to complete their purchase.
- High-Quality Creative
Aside from targeting the wrong audiences, poor quality ad creative is the best way to sabotage your ad performance. Spend the time and effort to find and edit high quality images or videos for your ads. You only get one first impression and a bad crop or blurry image can cause potential customers to just scroll through.
- Incorporate Video
It is becoming more and more evident that video content is the star player. As social media and technology continue to evolve, users have grown accustom to more stimulating content and started to pay less attention to static images. If video production is too expensive or time consuming for your business, take advantage of photo slideshows to keep your audience engaged.
Optimizing Facebook ad campaigns is what we do. Don’t have time to follow all of our tips? Let us handle it instead!