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How to optimize your Facebook Ads: The ultimate guide

How to optimize Facebook Ads

With billions of users scrolling through their feeds every day, you already know that Facebook is a big deal when it comes to branded content and promotions. However, just because the audience is huge doesn’t guarantee your ads will capture attention.

Have you ever wondered what sets apart successful Facebook advertising campaigns from the rest? It’s all about optimization. In this article, we’ll explore how to optimize Facebook Ads and unlock their full potential. 

Understanding Facebook Ads optimization

To understand the anatomy of a Facebook Ad, you’ll need to first identify its core components. Only then can you opt for Facebook Ads optimization.

What are your optimization options? It depends! Facebook Ads optimization can focus on targeting adjustments, bid strategies, and delivery optimizations that aim to improve ad relevance, audience engagement, and the campaign’s cost efficiency.

The choices you make in ad delivery optimization directly influence your results. Facebook leverages your selections to smartly place bids in ad auctions and enhance performance. For example, selecting link click optimization prompts Facebook to target users within your audience with a higher likelihood of clicking on your ad links.

Ad Set optimization vs. campaign objective: What’s the difference

These two features serve different purposes in your advertising strategy:

  • Ad Set optimization allows detailed tweaking within a campaign, in order to address specific goals at a granular level.
  • Campaign Objective is the overarching purpose for the entire campaign, which also guides the general direction and purpose.

However, your Ad Set optimization can be different from your overall campaign objective. For example, you may choose sales as the campaign objective but optimize the Ad Set specifically for link clicks.

Ad set optimization
Source: Meta

Choosing the right ‘Considerations’ 

When exploring ways on how to optimize your Facebook Ads, budget is one of the most important factors. Certain optimization events could require a higher budget. Some goals, like getting people to buy, might cost you more than just getting views on your webpage. 

It’s important to carefully choose your ‘Consideration’ when setting your budget and bid strategy. Make the right match, and you can get more bang for your buck with your ads.

Considering Meta’s budget recommendations

Start with a budget that makes sense for the objectives you are trying to achieve. A good guideline is to put aside at least ten times your expected cost per action each day. So, if you’re paying around 10 bucks for each link click, plan to spend at least 100 dollars daily. This way, you give your campaign enough fuel to really get rolling.

Placing a bid cap & cost-per-result goal

Your ‘cost-per-result goal’ reflects the average amount you’re willing to pay for each desired action. Set a bid cap that matches this goal to stay in control of your spending. This tactic ensures you’re only winning bids that contribute to your targeted outcomes, all without overspending.

Why you need to optimize your Facebook Ads

A survey showed that 89% of social media marketers used the platform to promote their brands, and an additional 80% used Instagram for the same purpose. Why? Mostly because Facebook Ads bring in the results.

This massive competition is also why a blind approach won’t work. Instead, you’ll want a laser-sharp strategy that addresses every single aspect of your Facebook Ad campaign.

A quick update on Facebook Ads

So, what’s new with Meta Ads? 

The original 11 ad objectives in Meta Ads Manager are now only 6. This tweak is all about getting Facebook Ads to mesh better with what businesses are aiming for. 

Starting January 2024, you can no longer duplicate or import campaigns with original objectives. Likewise, new Ad Sets and ads within existing campaigns with original objectives cannot be created. 

The complete Facebook Ads optimization checklist

Optimizing your Facebook Ads isn’t just about setting them up; it’s about tuning them for peak performance. Here’s a go-to checklist for making sure your ads are not just live, but thriving:

1. Optimize your account structure

Organize your campaigns by their goals, not just who you’re targeting. This smart setup boosts your ad management, optimization, and the ability to scale.

2. Install the Meta Pixel with Google Tag Manager

Use Google Tag Manager for a smooth Meta Pixel setup. It gives you a detailed snapshot of ad performance and user engagement. If needed, use Meta Pixel Helper to troubleshoot any problems.

Install the Meta Pixel with Google Tag Manager
Source: Meta

3. Streamline your conversions

Tracking your conversions can help you consolidate similar conversion events. How? By creating retargeting and lookalike audiences. Implementing Facebook Custom Audiences and Facebook Conversions API lets you track your audiences and customers throughout their journey. These integrations also streamline data analysis and decision-making processes.

4. Choose a bidding strategy suitable for your brand

Having a bidding strategy that’s aligned with your business goals can make a difference in your overall ad performance. Whether it’s going for volume, value, or specific ROI goals, your strategy should reflect what success looks like to you.

5. Optimize for your ad objective

Within your Ad Sets, adjust the ad delivery optimization to echo your campaign’s main goal. That’s how you can align your ad structure with your campaign’s primary objective for better results.

6. Streamline Lead Ads and ad targeting

Always follow the recommended Facebook Lead Ads best practices to keep the lead form simple, align it with your ad, and successfully highlight benefits. 

Additionally, you can select the Conversion Leads Optimization feature on Facebook Lead Ads. This is a way to notify Facebook that you aim to enhance ad delivery by targeting users with a higher probability of becoming customers.

7. Target competitor brands’ Audiences

Most brands keep a tab on their competitors’ audience. This is an easy shortcut to analyze and target followers of brands similar to yours. These insights also allow you to capitalize on existing audiences and leads with higher quality.

8. Scale a full-funnel strategy

Don’t just attract; nurture. Integrating top-of-funnel campaigns with nurturing strategies is a go-to marketing practice. It helps maximize revenue since it guides users through the entire sales funnel in a more holistic manner.

9. Run continuous A/B tests

As much as A/B tests are important, they are often overlooked for campaign optimization. The idea is to launch two versions of an ad and compare performance. You’ll have to analyze and measure everything from visuals to call-to-actions to find what resonates best.

10. Leverage Automation for better optimization

Bring in automation to replace monotonous tasks. Not only does it improve your team’s productivity, but it also streamlines important data management. Using tools like LeadsBridge, for instance, you can keep your database up-to-date, run timely nurturing campaigns, streamline your lead generation or conversion events, and so much more.

Meta Ads optimization with LeadsBridge

After collecting leads through Facebook Lead Ads, you’ll need to organize them. However, manual downloads and uploads are tedious and inefficient. LeadsBridge’s Facebook Lead Ads integration allows you to automate the process and manage your digital ad funnel effectively. 

Meta Ads optimization

But how exactly can LeadsBridge help you optimize Facebook Ads?

LeadsBridge improves your Facebook Ads optimization through four main functions:

Tracking leads in your CRM.

Using Lead Ads integrations, your lead data is transferred to your CRM in real-time. This way, your sales team can access this information and make data-driven decisions to nurture and convert these leads.

Receiving alerts for incoming leads in real-time

With LeadsBridge’s Email Notification feature, you can receive instant alerts as soon as a lead comes in. In turn, your team can send quick responses and engage potential customers at the peak of interest.

Automated communications for better lead nurturing

There are several integrations that allow you to implement an automated email system for immediate follow-ups.

You might want to send a welcome email series, send out nurturing emails or SMS campaigns, or even deliver a lead magnet. By doing so in a timely manner, you can meet your user expectations and improve user experience.

Leveraging granular data management

Using automated data bridges, they’ll have a bird’s eye view of important metrics related to leads. With LeadsBridge, you can automatically send out offers as soon as a lead form is submitted. Or, you can close the loop between offline sales and online advertising efforts, track user actions accurately, and even leverage strong initial customer interactions. The list goes on.

Final thoughts

So how to optimize your Facebook Ads in one go? Well, you don’t. Optimization is not a one-time task; it is an ongoing process that requires continuous learning, testing, and refinement. 

The landscape of Facebook Ads is dynamic, and keeping pace requires agility. It means employing a full-funnel strategy, aligning your bidding strategy with business goals, and embracing automation in order to thrive in the competitive realm of online advertising. 

See all the possible integrations to automate and optimize your Facebook advertising.

Elena Mazaheri

Elena Mazaheri is a freelance writer and content marketer specializing in serving SaaS, Education, and eCommerce brands. Her expertise lies in product-led storytelling and creating compelling content that elevates brands and connects with audiences

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