Top 7 Facebook Ads Tips to Get Your Ads Running
If you had to make an [educated] guess, how many Facebook ads would you say you come across during an average session of mindless scrolling? You’ll probably have to think about it for a bit. That’s because the average social media user is inundated with so many ads that they start to blend together, lessening their impact.
The answer is 36 by the way (the average adult Facebook user spends 38 minutes a day on the platform). If we do the math, that’s an ad frequency of almost 1 ad per minute. So how do you get your Facebook advertisement to stand out when there are at least three million businesses actively advertising on the platform?
Your ads should be working smarter, not harder. Our team at iScreamSocialMedia has compiled 7 Facebook Ads tips to get your ads running to their fullest potential. We live and breathe social media and can help your business launch and run successful ad campaigns on Facebook, Instagram, TikTok, and LinkedIn. Click here to learn more about our social media services.
1. Rotate Your Ads
Don’t expect your target base to hold your brand in high regard if you keep pumping out the same advertisement on repeat like ‘90s boy band albums. Make sure you have several ad variations in rotation. This prevents audience fatigue and preserves sanity.
Facebook Ads Manager allows advertisers to set up schedules for ad sets. Here, you’re able to set publishing dates, days, and time slots. Spread similar or identical ads out (preferably several days with the same audience) or alternate the same ad between different target groups.
You can create entirely new ads if you want, or consider making minor tweaks to format, image, and text to switch things up. Chances are that you’ve seen this strategy used a lot in brand commercials. The variations are packaged differently, but what they’re selling is the same.
2. Utilize Facebook Pixel
A Facebook Pixel collects audience data to help you create more accurately targeted ads for your base. It’s a code actually—place it on your website and it will track your conversions from Facebook ads and monitor visitor actions inside of websites.
You can use this data to refine your ad strategy. See an ad that’s getting a higher number of conversions? Try circulating it more. Start putting your other ads in the same location or targeting similar audiences. There’s a lot you can do with the data.
To install the pixel, you’ll need to place the code in the header of your brand’s website. There’s a Facebook Pixel Helper Chrome extension available for download to help you set up the Pixel, and it lets you know if it’s working properly and if there’s any errors.
3. Improve Your Audience Targeting with Lookalike Audiences
“Lookalike audiences” are just industry jargon for the targeted and strategic recreation of your custom audiences, your website visitors, email list, and actively engaged Facebook users. In other words, it’s the creation of a secondary audience based on the attributes and demographic of your current audience.
Still with us? Just think of it this way: you want to target the right people with your ads, so using your current organic audience attributes as a guide, you can reach new people who are more likely to become leads and eventual customers.
Facebook lets you create Lookalike audiences in Facebook Ads Manager. Go to “Audience Tools” and select “Create Audience”. This is where you can customize your Lookalike strategy to your liking. You have the option to select a source, location, and your audience size—the higher the percentage, the more generic the targeting becomes, but the more people you’ll reach.
You’ll want to test out different audience sizes because the most effective size for your business won’t look the same for others.
4. Set Up Cost and Bid Caps
This is a great Facebook Ads tip for advertisers with a tight budget who want to maintain cost control during the ad bidding and purchasing process. Your Cost Cap creates a designated dollar amount that you won’t exceed for overall campaign costs.
If you’ve been running campaigns for long enough to chart where your ROAs zero out or dip into the negatives, Cost Caps give you more bang for your buck than the alternative, Lowest Cost strategy.
Bid Caps are similar to Cost Caps in that it sets the dollar amount you’re not willing to exceed during the bidding process. If you know your profit margins and how much you’re willing to pay for conversions, this is an aggressive, yet strategic option to stretch your dollar. We recommend setting a Bid Cap that’s a bit higher than what you want to pay because you’ll almost always end up below your set cap.
5. Keep Ad Text to a Minimum
Visuals are advantageous for stirring up emotional responses more quickly and effectively than written word. You’ve already heard about the necessity of emotional connection in advertising, so we won’t lecture you there, but believe us when we tell you that the visual in your Facebook ad is more important than any text you chose to incorporate in most cases. Often, most text placed directly on ads is a waste of space, time, and money for your business.
If you’ve chosen a visual that fits the message you want to send, there’s no need to reiterate with text. Weed out filler text–viewers will be less overwhelmed and your message will come across clearer.
6. Create a Cohesive Ad Design and Landing Page
Your bounce rate will thank you. It can be a turn-off for users who have identified with an ad to be brought to a page that takes them out of that moment. (Remember how we just got done preaching about the importance of emotional connection in advertising?) Consider tweaking your landing page or creating separate landing pages for each of your ads that match the overall tone and visual concept of the ad.
You don’t need to go crazy here. It could be as simple as matching color palettes or incorporating ad visuals into the landing page so the experience of vising your site from the ad feels complete. Your visitor will be more satisfied and that much less likely to bounce.
7. Keep an Eye on Your Competitors
Have you checked in on your enemies…err, we mean, competition, lately? One of the easiest, and most effective, ways to analyze your campaign strategy is to do some good old-fashioned people watching.
How are your competitor’s ads performing? What does their engagement look like? Are they trying out anything new with their visuals? Observe, record, and when applicable, integrate their successes into your own campaign.
Conversely, pay attention to any problems they might encounter and try to avoid those same mistakes as you move forward with your campaigns.
No, it’s not copying, it’s the business. And trust us when we tell you that they’re keeping an eye on you too.