Setting up Facebook ad campaigns can be a daunting task if you’re unfamiliar with how it works, but it’s easier than you think. The first thing you need to do is set a budget for your campaign, which you can easily do by adding the cost of your ad campaign to the estimated costs of your products and services. Once you’ve decided how much to budget for your ad campaign, you’ll want to create different ad copy and text ads depending on the conversion objective.
Recently it seems no matter how much you’re spending on Facebook ads, it always seems like you could be spending less. In fact, a recent survey found that “Facebook ad costs are too high” was the number one complaint of advertisers. That’s why we’ve put together this handy guide to show you how to reduce your Facebook ad spend meanwhile increasing the effectiveness of your campaigns.
When you’re running an ad on Facebook, you want to make sure it gets in front of the right people. This means you need to know who your audience is and what they’re interested in so you can create a Facebook ad that resonates with them
1. Avoid targeting the wrong audience
When you’re starting out as a blogger, it’s easy to be seduced by massive audiences and advertising rates. While it’s important to build an audience, it’s more important that you build the right audience. It takes time and effort to build a loyal audience who will support you and encourage others to support you.
To get started, I recommend you join affiliate programs early, so you can try out different advertising rates and splurge to get a feeling for the range. Some of the programs offer a fixed rate per click (affiliate links), where if you create an ad and click on it enough times it will earn you a commission. Other promotional ads are running specific landing pages, offer coupon codes, or require certain product purchases to trigger your ads.
Once you done that, you can iterate on your landing page testing and see which the winning ad rates are. Ad rates are crucial because you want to find out how many people will actually convert for each dollar you spend on each click. I use tools like Affiliate Match and Campaign Monitor to monitor the performance of my ads.
The elusive conversion rate is an industry term that describes the percentage of people who make a purchase after clicking on ads.
Below I’ve listed different factors that you can tweak in AdWords that will decrease your click-through rates, increase your ad relevance, and increase the effectiveness of your ads. If you’re starting out as a blogger and are struggling to maximize the effectiveness of your ads, this is the guide for you to improve your Ads on Facebook page performance.
Organic penalty: According to WebFX, if visitors from your landing page aren’t from the targeted audience and there’s no intent to convert, search engine queries are automatically penalized. To guarantee that people from your targeted audience see your ads, make sure that your traffic source isn’t a sponsored link. Check your keywords lists periodically to see what sites and pages your users tend to look at, and look for links to your landing page from there.
2. Don’t target too narrow an audience, either
The second thing you need to remember is that if you’re planning to build a loyal audience, you’re probably best off not trying to target a very narrow audience. The more niche your content is, the harder it is for you to build an audience because you’re going to have less people who are interested in your content.You should instead aim to build a broadly-based, international audience.
Let’s start with what to avoid. Sure, you might be tempted to buy ads because you have an annoying dog who likes to poop on people, or because you have fairly low click-through rates and non-converting viewers (or because your business makes a lot of weird, esoteric purchases and you need to sell to someone who gets that), but the biggest reasons not to buy ads are ethical and political.
–> Insider tip: if you have a pet, then consider starting an ad-free gallery for non-human content to sell t-shirts and other paraphernalia to your loyal dog-owners, or to raise money for animal charities.
–> Insider tip: if you started off your business selling vegan snacks online and now make gluten-free ones, cut ads. Ads hurt small businesses and breed contempt for small businesses. They’re a lot less likely to turn a profitable profit.
Then there’s whatnots. It’s time to get rid of a few things.
While not necessarily all-consuming meme-infested social media accounts are bad, acting like a keyboard-warmer is only doing you harm. Oh, and letting them keep track of what you’re up to is always a good idea.
That said, understanding their online behavior is important. If you’re noticing behavioral changes that indicate that they’re becoming aggressive online, perhaps it’s time to step in. If anything happens that makes you feel unsafe, take a complaint to Facebook’s customer service. Simply labeling a page or commenting on content won’t cut it.
Find out as much as you can about them. Read their content, their calendar, whether they’ve shared videos or need a motivational speaker to rattle them out of oneness (they do).
3. Consider increasing your Facebook ad reach
If you’re running Facebook ads, consider increasing your ad’s reach. If you’ve already got a relatively small and targeted audience, then Facebook will only show your ad to that specific audience. Google knows this, and they use it to their advantage in many online advertising campaigns. You can accomplish the same by targeting people who have something in common with your audience. Finally, you can also enhance Facebook ads by using triggers that look for specific actions (like clicking a link) and messages to your audience, circumventing the search engine and optimizing your ads to leave those organic reach events. See how we’ve narrowed down the options down to three ways to maximize Facebook ads effectiveness.
Facebook ads are usually triggered by an ad unit showing search results when a user types a keyword or even a list of related keywords. Such triggers may come from web ads or app ads.
Web ads based on keywords gathered from Gmail or Facebook’s native ads will be considered as organic when served to organic reach recipients, like friends, family, and people who are not connected to the advertiser.
An ad trigger expressed in URLs will also count towards organic reach. All conversions are treated the same and treated as organic — so, for example, a landing page with a URL of https://example.com and triggered by a Facebook ad will be considered organic.
All triggers created from URL triggers till the moment of the ad view will be considered as offline. This means Facebook doesn’t collect any data from these sources. If the ads or ads impression are triggered offline, they are still considered as organic if served through responsive advertising platforms or paid events.
If you’re running paid events based on your ad unit’s content, events will be considered organic if they convert (batch them) to free form responses.
4. Don’t over-target your niche audience
It’s important not to over-target your niche audience. Too much focus on one specific niche can be a bad thing because you’ll end up alienating those who aren’t in that niche.Let’s start with a classic Facebook ad — your standard ‘like this post’ like that generated over $1,400,000 in ad spend last year. The example we’re going to use is Joe, who wants to talk to girls about his passions.
Joe is 26 and from the UK. According to Facebook, he spends the majority of his time currently in Melbourne, VIC (he grew up in Australia but is now living in the UK). The six ad queries he’s looking for are as follows:
Joe’s Facebook ad website is www.joeffstein.com (he also has a Facebook page for this Purpose at www.facebook.com/pages/Joe-the-writer-with-his-own-ad-personalities).
Note Joe’s ad page is only ‘running’ on Facebook for the time being. Additionally, you can see he’s only engaged with two of the ads thus far but deems it worth starting at the beginning just to see which campaigns hit the jackpot.
As Joe’s proficiency amongst the query types grows, Facebook will begin to show more ad results on his page. At some point, Joe will probably want to shift to a different query type.
Remember ‘Flip the script!’ & ‘try something different’? By omitting a third filter phrase, we can kick-start a new query with the intent of converting people who already like this post and are more likely to convert.
On Joe’s Facebook ad website, you can see he tagged ‘interests’ in his post.
Interests is a descriptive label that’ll appear next to each query that’s posted to Facebook. As Joe spends more time writing and the query types he publishes towards increase, interests will also increase.
5. Make sure you’re using the right call-to-action in your ads
A call-to-action is the part of your ad that tells your audience what you want them to do next. Whether you’re advertising on Facebook, Twitter, Instagram, or any other platform, you need to make sure you’re telling your audience what to do next.This part of your ad copy plays a big role in what people do next when they see your ad, and is equally vital to the success of your Facebook ad.
Facebook ads have three main parts: an ad type (a list of all the options is provided in this guide), a call-to-action and a preview image.
You can only have one call-to-action in your ad copy, which forces the person who’s opening the ad to either click on a link or take some kind of action right away.
Take a look at this ad from Walmart as an example. The ad is for background cleaning supplies, where the CTA is an “I’ll Clean That Up” button. After someone clicks it, they’ll see, in the preview image, instructions on how to do the job themselves.
Although there are other actions that you can include in your ad copy, most of the time you need to stick with the call-to-action of one button in particular.
So, how do you determine what type of action you should include in your ad copy? Well, you can certainly have a number of different actions in your ad copy — but all of them require a clickable button in order for the person viewing your ad to take those actions. And, it’s precisely those very actions that you should decide on beforehand.
Typically, there are three different CTA’s you need to include in your ads:
So, there you go. Three very simple but important parts to look over next time you’re writing your next Facebook ad: While your ad copy can be as long or as short as you want, the most important part of your ad is your call-to-action.