A quick Google search for Facebook ad optimization tips will return results that run the gamut from those with tips that are actually helpful to those that suggest avoiding Facebook ads altogether (don’t worry; this is one of those helpful ones).
Here are 10 tips to help optimize those Facebook ads:
1. Don’t write anything in stone
So you read a Facebook ads optimization guide and are feeling inspired. You have some great ideas and are ready to jump in with both feet. That’s awesome. Just don’t walk down the aisle with any of those ideas. You should try them, for sure. Just don’t get so attached that you aren’t willing to abandon them when you find they aren’t working.
2. Use as many images as you can
Facebook allows you to upload up to six different images. As your ads run, Facebook will choose the images that are performing better and show those more often. Yes, there’s a bit of a trust factor here, but in this case, you are on the same team with Facebook. Especially if you’re running Facebook ads to optimize for clicks, Facebook also benefits when your ads perform well. You spend money; they make money.
3. Use action words
Studies have shown that action words spark action. Is that surprising? Words such as “go,” “click” and “enter” perform much better than other words. You may think you won’t be fooled; that no one tells you what to do. Well, if you’re like the rest of us, that’s just wrong. We only have seconds to look at something and decide whether we want to take action, and it helps if the words are guiding us along.
4. Don’t be boring
You may have seen Facebook ads that feature images that are completely outrageous and unrelated to the ad copy. This is because we’re more likely to look at something that is out of the ordinary. It’s natural for us to check out the one thing on the page that doesn’t seem to belong. If you’re in Facebook ads to optimize for clicks and do not care about whether a person buys the product or takes the next desired action, this may be a good strategy. Otherwise, you may want to give this some more thought.
5. Keep it relevant
Remember those ads from #4? Although they do provide enough shock value to get clicks, they may not get the best return on your investment. Everyone may click through to see why that cat is smiling, but if they find a page about how to make money online, they may quickly click away. You’ll surely get people to take that first action, but it’s the second action (buying your product or service) that you’re probably after. Unless, of course, your goal is to click.
6. Use keywords that are relevant to your business
When it comes to SEO, keywords are a big deal. If you’re running a Google Adwords ad, keywords are a big deal. But with Facebook ads, people often forget about keywords. You advertise for a demographic and for people who have shown an interest in topics that are relevant to your business. But here is where your keyword research comes in handy. Use your keywords, directly or indirectly, to target your audience by interest.
7. Have a goal
Whether its a number of clicks to your website or a number of interactions, you’re running this ad for a reason. Don’t go in blind. Know what success looks like before you start your ad or you could end up spending $13 per click and wondering why you spent so much money and no one bought your product. Research industry statistics and come up with an averages for your Facebook ads that optimize for clicks or impressions. Facebook will also give you a range based on what people are paying, but this does fluctuate. From here, decide what success looks like. If you think the low number in the range is too expensive, maybe a Facebook ad isn’t right for you at this moment.
8. Analyze results
We’ve all heard horror stories about people running Facebook ads. Before they know it, they’ve spent hundreds of dollars and didn’t get much of anything in return. Fortunately, this can always be avoided – if you’re paying attention. Never “set it and forget it.” Online ads simply don’t work that way. Even when it seems like things are going well, they could shift. Someone in your space can copy what you’re doing, pay more for ads and drive your cost per click through the roof. Pay attention.
9. Test new things
If it looks like an ad isn’t working, test new things. If an ad seems to be successful, test new things. Are you getting the point? No one would suggest abandoning an ad that works, but it’s always a good idea to test new things. If something is working, maybe it can work better. If something isn’t working, it’s time to change it.
10. Analyze again
Just the act of making a change isn’t necessarily going to solve your problem or make things better. Monitor how things are doing and make even more adjustments. Get in the habit of checking results daily at first, and then when you have an ad that seems to be working, you can check it every few days to be sure it is still producing the same (or better) results.