ConnectedMarkets Facebook ad campaigns include helping you select your specific campaign objectives, including page post engagements, page likes, clicks to the website, website conversions, app installs, app engagements, event responses, offer claims, and video views. However, we typically focus on clicks to the website and the related conversion goals.
Regardless of which ad objective you choose, all of the campaigns types involve four things:
- Choosing an ad objective – (from the list above),
- Choosing your campaign budget,
- Choosing your Facebook audience,
- Choosing a placement for your ad – (desktop newsfeed,
mobile newsfeed, right-column, etc.)
The reason Facebook advertising is important is that “Everyone is putting up good content. In fact, the average person sees hundreds of unique pieces of content each day. To stand out, you need to not only publish good content but know how to PROMOTE it effectively!”
Here are the five strategies we use to get the most out of your Facebook ads:
1. Set-up Optimized Bidding by Impression and not CPC: When setting up campaigns one of the most important things to do right-out-of-the-gate is to let the system determine the demand of your content.
2. Enable all Mobile and Desktop Ad Units: Mobile Ads will drive substantially more website clicks to content than desktop ads.
3. Set-up Custom Targeting with Defined Audiences: The ability within Facebook to define custom audiences is very robust. If you know the interest profile of your average visitor you can dominate Facebook Ads.
4. Load in Multiple Ad Creatives then Track for 24 Hours: Once you’ve defined your audience, you then need to load in the ads.
5. Review and Optimize Your Facebook Ad Relevance Score: Facebook launched a new Ad Relevance Score metric in early February. Briefly, this metric is similar to a Google Adwords Quality Score meaning that Facebook now provides a quantifiable quality number from 1-10 on ads in their system. The higher your score, the less you will have to pay for ads and the more impressions you will generate.
As we mentioned above, you want to start with at least five to six different ad creatives and let them run for 24 hours so you can record enough impressions to generate an initial Ad Relevance Score.