Facebook Ads: How To Get Your Campaigns Performing

 

Install The Meta Pixel: The Meta Pixel (also known as the Facebook Pixel) is a piece of code on your website that helps to track actions that have been taken by a visitor – such as adding to basket or simply visiting a page. You can track what actions are taken by visitors from Facebook or Instagram – which is really helpful not just for performance and results, but also for the future if you plan on creating any retargeting campaigns. 

 

Set Your Budget: You don’t need a big budget, contrary to popular belief. Small budgets can have a huge impact if your campaign is correctly created – and they don’t break the bank, leaving room for you to funnel more money into them if their performance is great, or keep the same budget whilst you make changes to improve performance. 

 

Choose The Right Objectives: You should have a goal for your ads, and this will help you to choose the correct objective. Your objective should align with the outcome you desire – with the options being: Traffic, Leads, Awareness, App Promotion, Sales and Engagement. 

 

Know Who Your Target Audience Is: Like anything with your social media marketing, your target audience is what can make or break your campaign. As Facebook allows you to target your audience manually, knowing everything about them will help you to create an audience that will be interested and will interact with your campaigns. You can also call your audience out in your copywriting – helping Facebook’s algorithms further figure out who your audience really is. 

 

Ad Creative: When it comes to your creative, make sure your copywriting is clear, concise and to the point – touch on your audience’s pain points and explain how what you’re advertising can solve them. Your image, carousel or video must stop people in their tracks when they’re scrolling – so make sure it stands out, use your branding and make it easy for your audience to understand exactly what it is you’re advertising. 

When it comes to your ad performance, you need to understand what you’re tracking, and how to optimise your campaigns to help with it’s performance. 

First of all, when it comes to tracking your results, Facebook offers a plethora of options for you to take note of. Some of the most common ones to monitor are your cost per click, reach, impressions, purchases, link click through rate and budget. These things can all help to point you towards how well your campaign is doing – and if it’s not looking as good as you hoped, you can use the results to make changes to improve your results. For example, you may have a lot of reach and impressions, but no link clicks – this may mean you need to take a look at changing some elements in the creative part of your ad such as the copy or image. You may have a lot of link clicks and a high click through rate but no purchases – which means you need to take a look at your website to see how you can make it better and more enticing for your audience to take further action after visiting your page. You can think about using different variations in your creative as a test to see which one your audience prefers and interacts with most, or testing two different images or two different styles of copy. Keeping track of your performance week by week and tweaking your campaigns to make them more optimised can really help to push them forward, giving you a great campaign that brings in investment from your audience. 

 

Facebook Ads don’t have to be complicated – but getting your head around them can take some time. If you’re doing it alone, hopefully you’ll find these tips helpful to creating a campaign that performs for your business.