Facebook ads are one of the best ways to attract attention on the web today.

Sure, Facebook isn’t the hot new social network it was in the early part of the 21st century. But what it may lack in freshness, it makes up for with reach. In the 3rd quarter of 2020, Facebook saw 2.74 billion monthly active users. 

To put that in perspective: with a global population of around 7.8 billion, about one in every three people in the world used Facebook at least once a month. Whether you are selling a complex B2B software solution tailored to a niche industry or a consumer product designed to improve daily lives, you can likely find an audience on Facebook.

However, the network’s huge user base has led to high demand for its advertising services, which in turn has steadily increased the price of Facebook ads. That’s why it’s more important than ever before to get your campaign optimized and performing at the highest level possible.

Below are our best tips for helping you maximize your ads performance so you can get more leads for every dollar you invest into Facebook ads.

Consider the offer

The “offer” part of your Facebook ad is like the foundation of a home – it doesn’t matter how nice the rooms or paint are if there are serious structural problems. 

In ad terms, you can have the snappiest copy, the most modern-looking design elements, and the most finely tuned audience targeting for your campaign. But if you’re not presenting your target audience with something they want, there’s not much point in the rest of the campaign.

When diagnosing a campaign that’s not working, or even improving an existing one that’s gotten some results, starting with the offer is a great choice.

As you do so, ask yourself questions like:

  • Is this offer still useful for my intended audience?
  • Could it be adjusted or improved to make it more efficient?
  • Is the offer clearly explained in the ad or landing page?

Even a small improvement in the quality of your offer can lead to a significant boost in ad views and conversions.

Optimizing Facebook ads

Evaluate the campaign flow

Facebook ad campaigns typically follow a standard structure: an ad that appears on the social network, that leads to a landing page with more information. On the landing page, a customer is prompted to take an action that qualifies as a “conversion,” often providing an email address or phone number, requesting more information, or a similar step through the sales process.

For certain companies that sell consumer-based goods or services, it may even be possible to make a sale on a target’s initial visit to a landing page. It all depends on the kind of things you sell and how long your typical sales cycle is.

A helpful exercise for this step in optimizing your Facebook ads is to go through the entire campaign from start to finish as if you were a prospect or customer. As you move through the campaign, evaluate each step to see whether or not it makes sense. Note any obstacles that get in your way, like long loading times for website links or unclear instructions about what to do next.

This component of optimizing your Facebook ads is one of the best areas in which to introduce user testing. While you may need to offer up an incentive in exchange for their time, if you can get a few prospects to give you direct feedback on your ad campaign, it’ll help you get rid of mistakes you might not even have noticed.

Check out the visuals

The visual element of your Facebook ad campaign is also a crucial part of attracting more leads and customers. Everything from colors to fonts to any stock images used in the campaign should all work seamlessly together to create a cohesive customer experience.

And while visual elements are important, you’ve got to strike a good balance between enough imagery to persuade and not so much that it becomes overwhelming or busy. Not only will a Facebook ad campaign with excessive graphic elements confuse the people you want to convert, but it could also negatively impact the experience on mobile devices.

The mobile experience is a big deal for Facebook ad campaigns, especially if you’re in a consumer-driven industry. In these situations, advertisers can sometimes see a purchase after just one or two prospect interactions. If a user is interested in making a purchase or signing up for an email list but can’t complete the desired transaction on their mobile device, there’s a good chance they won’t remember to come back.

The mobile experience is a big deal for Facebook ad campaigns, especially if you’re in a consumer-driven industry. Click To Tweet

Since you may be investing in Facebook ads based on clicks and/or impressions, you want to maximize the number of leads you can capture for the money you’re spending on ads.

Optimizing Facebook ads
Example of a landing page in a campaign in ClickFunnels

Switch up the audience targeting

Once you’ve evaluated all of the individual elements of the campaign – ad copy, landing page, design, etc – the final thing you can do to improve your Facebook ads performance is checking out the targeting of your campaign.

One of the easiest ways to get started with targeting is to use a lookalike audience. With a lookalike audience, Facebook groups together people who’ve visited your website or “Liked” your business profile and attempts to serve your ads to the same kind of users.

  • Test multiple segments with ad sets. The “ad set” level allows you to group ads together that have the same targeting or spend settings. When you want to change targeting, create a new ad set and use the same two or three ads you had in your original ad set. This allows you to see which audience and delivery settings work best.
  • Exclude engaged users. There are certain times when you may want to focus on cold traffic from people who haven’t interacted with your brand yet. Perhaps you are running a limited-time offer for new customers, or want to attract new signups to your email list. If you haven’t tried this kind of audience campaign, it may provide an unexpected boost to results.
  • Target users on a specific kind of device. This option is especially useful if you’ve optimized your ad campaign and its various elements for mobile devices. You may want to exclude people who are on a desktop and see if your campaign performs better, or vice versa – though it’s generally preferable to target mobile devices with responsive design.

Consult with a specialist

Many of the changes recommended here are best left to experts who have technical training and experience with Facebook advertising campaigns. There are certain elements of Facebook advertising that are best left to people who have worked on plenty of other campaigns before.

Yet with Facebook ads – as is the case in many other areas of digital marketing – it can be difficult to find a skilled provider charging a fair rate. When seeking external help for your Facebook ad campaigns, it’s important to verify that they have the experience and abilities they claim to have when trying to win your business.

Credo can connect you with our network of vetted digital marketing providers who have deep experience across the most common digital marketing disciplines like SEO, Facebook, and more. Whether you’re looking to improve your existing ad campaigns or develop a comprehensive new Facebook ad strategy, we can match you with the right providers for your needs.

If you’re ready to shorten the amount of time it takes you to bring on the marketing partner you need for consistent growth, schedule a free consultation with us today to learn how to get started.