This blog was originally posted on the 18th of March 2019 and has been updated for 2024, incorporating the use of automation and Facebook’s automated rules to enhance your paid advertising campaign performance. 

Despite a growing list of competitors in the social media space, Facebook’s user base on continues to increase every year. As do the marketing opportunities on the platform, as the company continues to update its paid advertising capabilities and attract a wider audience. Digital Marketers know the power of the social media giant and spent over $131 billion USD on advertising on the platform in 2023.

There’s no denying that Facebook Ads work. You just need to find the right balance between messaging, creative and audience. This comes from regular in-depth analysis and optimisation of your campaign.

Here are some of the practical steps that you can take to optimise your Facebook ad campaign and maximise your results.

Make the most of ‘social proof’ in your ads

Social proof is a “psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation.” – Wikipedia

This basically means that we take cues from the opinions and actions of people around us. The likes and shares that appear under Facebook posts and ads are a form of social proof. Digital marketers can take advantage of this when creating a Facebook Ad campaign.

There are two options for creating ads for a Facebook paid advertising campaign: create new ads, or use an existing post. By default, Facebook will select ‘Create New Ads’, however, using an existing post is an incredibly efficient (and easy) way of optimising your ads. By choosing a well-performing post as your ad, it will display with the existing likes and shares underneath it. This gives your ad an instant boost as people will see that others already like it and assume that whatever you are promoting must be good.

Create a custom ad schedule

While there’s no denying that there are users on Facebook 24/7, your ads shouldn’t be.

By default Facebook campaigns by will run every hour of the day and day of the week 24/7, creating an ad schedule can be an effective way to optimise your campaign. The ideal combination of times and days for your business to show its ads will depend on a number of factors, such as what you’re selling, who you’re targeting and what your campaign objectives are.

Take some time to analyse your Facebook ad accounts. Use the Breakdown menu to look at your campaigns by day, combining this with performance data by hour of the day to identify the best times to advertise. You can then use this information to create a custom ad schedule.

Use ad rotation to combat ad fatigue

The more people see your paid advertising campaign, the less they interact with them. This means that you’ll start to see your cost-per-click increase significantly. This is known as ad fatigue – and it’s one way to kill your campaign.

The best way to ensure this doesn’t happen is to make several different variations of your ads, with different creative and messaging. You can then set up one campaign with multiple ad sets, each containing a different version of the creative. To use this technique to its full potential, try creating 5 ad sets and scheduling each to show on a different weekday. As such, people will see a different ad every day and they won’t get so repetitive.

Choose your ad placements wisely

Where you choose to place your ads has a significant impact on your Facebook advertising costs. According to AdEspresso, CPC on Facebook can vary up to 550%, depending on the ad placements that you choose.

Facebook Ads Manager reports can help you to identify the ad placements that are working for you. Once you work out the best performing ad placements, you can then optimise the campaigns by increasing bids on these placements. Similarly, if a placement isn’t working for your business, you can reduce the bids for that placement, or remove it altogether.

Use automation

Leverage the power of automation that can autonomously fine-tune your ad expenditure and audience targeting in response to your campaign’s performance. This approach can enhance your return on investment and optimise your advertising objectives with greater efficiency. Explore various strategies for automating your ads, such as:

  • Automated rules
  • Bid strategies
  • Custom audiences
  • A/B testing
  • Scripts
  • Automated performance optimisation tools

Employing Facebook’s automated rules enables you to scale your campaigns more effectively. By using machine learning algorithms, these rules dynamically adjust your ad spend and targeting based on campaign performance, eliminating the need for manual optimisation.

One final hack …

Exclude visitors who have already converted from your target audience.

This is an excellent way to expand the campaign reach to the most relevant audience, as it doesn’t make sense to keep delivering the same ads to someone who has already taken up your offer. By this point, these leads will have moved through to the next stage of the marketing funnel and should be targeted with new messaging and communications.

This is particularly relevant for a B2B lead capture campaign, for example, if you’re using Facebook ads to promote a lead magnet such as a free eBook. When someone gives you their email address and downloads the eBook, there’s no need to spend any more of your campaign budget showing this ad to the same person again. In order to do this, you can make the most of Facebook’s Custom Audience feature. This allows you to take converted prospects and exclude them from the campaign audience.

Optimising your Facebook campaign is a continuous process of testing, monitoring and making changes. At the Lead Agency, we’re experts in creating social media marketing paid advertising campaigns that allow you to establish connections with stakeholders, position your brand and initiate social interactions that will improve your conversion rates. Get in touch today for more information.

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