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The 9 Facebook Advertising Tips You Need to Know

December 6, 2018By Ana GotterPPC, Social Media

One incredible strength of Facebook Ads is just how much you can do with them. You can target almost any audience in an assortment of placements on and off Facebook and you can do so with a ton of different ad formats. This customization potential is extraordinary.

All these options don’t do much for you, however, if you’re struggling with how to get the system to work in your favor. Even skilled marketers sometimes struggle with Facebook Ads because the system can be more than a little complicated.

There are some Facebook advertising tips that you can use to better optimize your campaigns and yield stronger results, no matter what your current objectives are. To help you maximize your ROI, I’m going to go over 9 of my favorite Facebook advertising tips that will work well for most campaigns.

1. Retargeting is Your Best Friend

Retargeting campaigns, on average, have higher conversion rates and lower CPCs. Whether you’re targeting to users who have simply visited a certain page on your website or showing ads of a big sale to high-value customers who purchase regularly, these users already have some sort of connection to your business. That familiarity will make them more willing to click on that ad and see what you have to offer. It will also make them more likely to convert.

Facebook’s retargeting abilities let you target based on two different categories:

• People who are on a list that you’ve uploaded. These lists could be made up of past customers, email subscribers or blog subscribers. This is best used when you want to created targeted, timely offers that are relevant to these specific groups. Think an exclusive sale for “platinum customers,” or a new product that works well with services certain audience members have purchased.

• People who have recently interacted with your business in some way. This could be taking action on your site, or watching a certain percentage of a video on the platform. Now, there’s even an option to retarget people who interacted with your store-in person. These can be set up with offline events.

These custom audience types can be used to show ads to people based on specific actions, similar to triggered autoresponder email campaigns. If someone looks at a product on your site, use dynamic ads to show them the same product three days later and nudge them towards purchasing.

Whatever types of custom audiences and retargeting campaigns you choose to create, just remember to use what you know about that specific audience to your full advantage in creating relevant messaging.

2. Video Is Still Valuable

There’s been a lot of confusion about whether video still mattered in Facebook Ads after the news that Facebook has been drastically inflating video metrics. However, video is still an important tool for Facebook marketing in general, and it’s still important for Facebook Ads, too.

Video, after all, opens up more room for storytelling, and I’m big advocate of using stories to get more results with your ad campaigns. A lot of customers will see more than two lines of ad text and think NOPE, but happily pause to watch a video that takes them 20 seconds to watch. This gives you more space to get your message across and to really have the impact that you were going for.

Turn this Facebook advertising tip into a classic Facebook Ads strategy by setting up a Facebook Ads funnel with video. Run a campaign appealing to new cold traffic or a lookalike audience, showing them a video ad that focuses on brand storytelling. Then create an ad targeting users who had watched at least ten seconds of the video, showing them a lead generation ad and an offer like an eBook, free class, or consultation.

3. Create Multiple Sets of Copy

I’m a copywriter by trade, so I’ve seen firsthand how much a change in copy can transform an ad. Earlier this year, a simple adjustment in the copy on a campaign reduced the CPC from $9.40 to under $1.50.

Sometimes, though, even great copywriters aren’t sure exactly what will work. There’s always some amount of throwing noodles at the wall and seeing what sticks, especially early on if you haven’t run extensive copy split tests before.

I recommend creating sets of ad copy, which each include several headlines and several ad texts that work cohesively together. Each of the texts and headlines should be focused on a single message, emotional appeal, or pain point, but they’re written in different languages and styles and may highlight different features. Test out bullet points, longer paragraphs, short sentences. You want to keep the basic offer consistent, but highlight it in different ways.

This is the strategy I’ve used with my clients to quickly figure out what works, why, and how to create high-converting content moving forward. Each audience is different, so testing here is so important. You can use Facebook’s split testing feature, pictured above, and choose “creative” as the variable to make this easy.

4. Consider Placements Carefully

You can reach users in a number of different locations on Facebook and off Facebook, including Instagram and the audience network. You can also choose if you want to run ads on desktop placements, mobile placements, or both.

Different placements will impact your campaign differently. Mobile users, for example, might be less likely to purchase than desktop users but more likely to engage. Instagram placements consistently cost more than Facebook across the board, but they also yield higher engagement on average, too. Similarly, on-platform newsfeed ads will perform better than right column ads on Facebook, but the newsfeed ads offer more potential that can lead to higher CTRs.

All placements are enabled automatically, but you can edit this accordingly when creating your ads. Placements can be a big consideration, so you can read over the pros and cons of each here.

5. Keep Relevance High and Frequency Low

There are two metrics that a lot of advertisers ignore that you should pay careful attention to on Facebook Ads: Relevance Score and Frequency.

Your frequency tells you how often a single user is seeing the same version of your ad. If your frequency score is 2, it means each user seeing your ad is only seeing it an average of 2 times. That’s pretty great. If your frequency is a 9, however, that’s another story. Someone who sees your ad 9 times and doesn’t convert isn’t likely to do so, hurting your campaigns. Ideally, your frequency should be kept at 3 or lower.

Keep your frequency low by having an audience large enough to keep your ad cycling through different audience members. As you scale your ad spend, keep a close eye on frequency for that reason.

Your relevance score, on the other hand, should be as high as possible. Facebook will rate your ad on a scale of one to ten to assess how relevant they believe your ad will be to your audience. This is based on their algorithms and the response your ad gets.

Positive engagement like clicks, views, likes, comments, and shares will raise your score. Negative engagements, like people hiding the ad, will lower it. You should shoot for an 8 or higher. This will give you more momentum in the algorithms, and it can actually lower your CPC, too.

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