Start optimizing Facebook ads
1. Create a Facebook pixel in your ad manager to track conversions.
First, create the Facebook pixel in your ad manager. Tools > Create a Pixel > View Pixel Code. Add the Facebook pixel code to your site, between the header tags. The pixel will track conversions of any sort, including checkouts and lead captures. Next, verify the pixel by recording a conversion. Run ads with the goal to Increase conversions on your website by selecting the Facebook pixel you set up from the list. You can now see all the conversion data in your Ad Manager.
2. Connect Facebook ads to Google Analytics, so you can measure how your ads affect on-site metrics.
You can connect Google Analytics by using Google’s URL builder to create a trackable link. Use the link Google provides in your Facebook ads. Check Google Analytics for your data, and view your data by source or campaign name.
3. Optimize your Facebook ad campaign's targeting.
For example, keep your targeting specific, since you are after conversions and not reach. Separate you mobile, desktop, right column, and newsfeed ads in separate ad sets. Use audience insights to get demographic insights and interest ideas for future ad campaigns. Iterate your ads regularly to avoid fatigue and retarget visitors who visit your site often, but leave without converting.
4. Choose your target audience by using custom audiences.
For example, you can upload a list of emails or create a list of people who have visited your site, visited a specific page, purchased from you, took an action in an app or game, or interacted with your page. You can also target inactive subscribers or transitioning-out users with custom audiences. Use custom audiences to exclude people as well. For example, you can avoid wasting money by trying to convert people who have already converted. You can also use lookalike audiences to expand your reach and explore new potential. Set up custom conversions to optimize your ad delivery and reach the people that you are targeting.
5. Choose the right placement for your ads based on your audience.
Consider what people expect to find in each placement and what type of offer they’re looking to find in each placement.
6. Optimize your Facebook ad campaign's design.
Use a minimum of 2-3 different images for each ad to see which one works best. Choose images that are at least 600 pixels wide, and do not include more than 20% text in your images. Maintain consistency with your ads and also with your landing page. They should have a similar style and feel familiar. Test all the major elements of ad design like images, links, videos, text, value proposition, and offer. Create visual contrast and use urgency to capture attention. Alternatively, you can create ads that blend in with Facebook posts, if you are running ads in the newsfeed.
7. Organize your Facebook ad A/B testing at the beginning.
Conduct your tests in a controlled manner, so you can accurately determine which changes are responsible for changes in performance.
8. Use simple A/B testing design to determine top performing ads.
Start with 5-10 ads, run them for 1-2 weeks, and then select the top 2-3 performers. Next, take the top performing ads and run them across 5-10 demographic/interest variations, within your target customer profile. Select the top performing 2-3 demographic/interest profiles. For example, if you are selling small business software to small business owners, you could run ads targeting a selection of interest/demographic profiles: ages 20-25, females ages 30-35, and males interested in SaaS, Apple, and marketing. Then, create 5-10 variations of your top performing ads, run them for 2-3 weeks to your target profiles, and again, select the top 2-3 performers.