There’s no question that advertising through Facebook is one of the most important avenues to connect with your audience. It’s the largest global social media network. What’s the catch? Its ever-changing algorithm has made it a challenge to connect organically; this is where ads come in. 

 

Facebook’s many features allow you to reach your business objectives effectively. Yet, so many digital strategies aren’t utilizing this to their full potential. Let’s unpack how to optimize your Facebook ads to get the best results.

[Read more: Top 5 Powerful Facebook Advertising Strategies]

Why Optimize?

Optimization refers to an improved result. By optimizing your ads, your campaigns will be more successful.

 

Key optimization objectives include:

• Increasing your ads click-through rates
• Lowering your cost-per-click
• Improving your ROI
• Cutting your cost-per-acquisition
• Increasing your sales results on the same ad budget

 

With over 2.7 million monthly active users, Facebook is the world’s biggest social media network. When it comes to promoting your brand, it has a ton of potential. Here are the tools to make sure you get the most out of your ads.

How to Optimize Your Facebook Ads

1. Optimize Shares and Likes

Think of likes and shares as social proof for your page. Simply put, the more likes and shares you receive, the more it indicates that your audience enjoys your product or service. 

 

When you’re setting up an ad campaign, most advertisers go straight to the “create new ad” tab. To drive post engagement, start clicking on the “use existing post” tab. Use the same promotional post to set up multiple ad campaigns, optimizing for increased likes, and shares from your audience.   

  

Have you ever wondered how some brands have thousands of likes on particular campaigns? Chances are, they’re deploying this tactic. 

2. A/B Test Everything

Before you can start optimizing, you need to understand what works for your brand and audience. Instead of putting all your spend behind an ad you think will perform, test it out. 

 

Facebook allows you to run a quick A/B test based on a range of variables. These include:

• Different creative directions
• Adjusted copy
• Audiences and demographics
• Bidding methods
• Placement types
• Configurable product sets
• Campaign objectives
• Call-to-action buttons

 

Track your A/B test with UTMs. It’ll give you a clear understanding of the combination best suited to your objectives. By monitoring click-through rates, conversions, and engagement, you’ll soon uncover the sweet spot for your brand.      

 

Top tip - avoid testing too many variables at once. If you want an exact result, define one objective at a time. 

3. Implement The Fast Take Off Method

Facebook ads can take a few days to start optimizing. You can accelerate this process using the fast take off method. Start by assigning daily or lifetime budgets that exceed your planned spend. After your ads have reached over 10 000 impressions, evaluate what’s working, and lower your budget to match your original plan. 

 

This tactic only works if you have a bit of time. Remember, Facebook needs at least 24 hours to adjust the performance of your ads after every edit. 

4. Optimize Your Targeting

You want to avoid wasting your money speaking to the wrong people. Not all genders, age groups, or behaviors yield the same results. Make sure you invest enough time in defining your audiences. 

 

Start with a narrow audience, broadening it slowly one interest at a time. Even better, use audience targeting to create different ad groups related to specific business objectives. Analyze your insights via Facebook Ads Manager, consistently refining your custom audiences. 

 

Top tip - exclude “converted” customers from your audience. There’s no use serving ads to people who have already converted on the offer. Instead, move them into the next stage of your marketing funnel. 

5. Install A Conversion Pixel

While seemingly obvious, it’s surprising how many businesses fail to install conversion pixels. The impact this small piece of code has on campaign performance is enormous.

 

Once you add the Facebook pixel code to your website, it allows you to track conversions, remarket to people who have viewed your product, and create lookalike audiences. On top of that, it measures cross-device conversions helping you optimize ad placements. 

6. Select the Right Bidding Option

Facebook runs on an auction strategy, selecting ads based on their performance and bidding structure. Spend some time understanding the most suitable bidding option for your business. 

 

Each campaign objective offers you several options. Whether it’s landing page views or link clicks, it’s essential to understand which one works best for your budget and end goal.

 

Facebook offers two new bidding structures:

• Target cost - Focused on keeping a constant average cost
• Lowest cost - With or without a bid cap

 

Based on your industry’s competitiveness, you need to decide which structure makes the most sense for your brand. Both have their advantages. “Lowest cost” with a bid cap generates results at the lowest possible price while “target cost” delivers top-quality leads at a higher price. It’s about managing your expectations and consistently monitoring your spend. 

 

Get Started!

Facebook optimization is not a once-off task. It’s a process of trial and error, a strategy you’ll continuously need to spend time on. If done right, the juice is certainly worth the squeeze, and you’ll see a vast improvement in ad performance. Implement these optimizations today to start seeing results!