A Beginner’s Guide to Optimize Facebook Ad Campaign

Facebook is one of the most popular social networking websites on the internet that was started a decade ago. Ever since Facebook has evolved into a powerful platform for interaction and advertising.

It has one of the biggest user base with over 2 billion monthly active users and this is why it’s making plenty of money with their advertising system.

Every business spending on online advertising tries Facebook ads, fails at it miserably and then blames the platform.

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People often fail at making Facebook ads work for them as they don’t truly understand their target audience. So, they end up showing their ads on the feed of the wrong people.

This is why I come up with this guide for beginners to optimize their Facebook ad campaign. If you are the one who can handle Facebook ad campaigns on your own, this guide is for you.

Creating a Highly Converting Facebook Ad Campaign

Creating a highly-converting Facebook Ad isn’t so difficult as it may sound. Many small businesses and brand use Facebook’s Ads Manager to create and run ads. Let’s explore this guide to create your first Facebook Ad campaign that can yield a good result.

1. Create a Powerful Strategy

You need to have a solid strategy in place before starting your ad campaign. Without this, you may end up creating an ad campaign that doesn’t target a relevant audience. For every campaign you create, you need to ask the following questions to yourself:

• • What product(s) or service(s) am I promoting?
  • Who is my target audience?
  • Will it be a cold audience or warn audience?
  • How will they use the product?
  • What pain points and objections they have?
  • What is the end goal of the campaign?
  • Do I want leads, sales, site traffic, brand awareness of something else?

If you have a week strategy without a defined goal, you won’t be able to create compelling ads.

2. Define your Goal

Having an objective associated with your campaign is a must. Facebook will optimize the ad placements based on your objective. The right objective can help you lower your CPC and improve your results.

You can choose among the following objectives:

• • Brand awareness
  • Traffic
  • Reach
  • Engagement
  • App Installs
  • Lead generation
  • Video Views
  • Messages
  • Conversions
  • Catalogue Sales
  • Store Visits

You should select an objective that cohesively aligns with your underlying goals. Suppose you are running a video campaign to drive sales, choose “conversions” as your objective. You want some video views, but not at an expense of more conversions.

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3. Target Relevant Audience

You should start your ad campaign keeping in mind your target audience. You can choose from different preferences:

• • Custom Audiences: Targeting users from a specific email list, or users who have taken some action on your site, your Facebook or your Instagram business profile.
  • Lookalike Audiences: Audiences that replicate the qualities of your custom audiences.
  • Demographic Targeting
  • Location Targeting
  • Interest/Behavior Targeting
  • Connection Targeting: Your ads are shown to users who are not connected with your brand.

4. Select your Ad Placement

At the ad set level, you will be choosing what placements, apps, and devices you want your ads to be shown on. You can either choose mobile or desktop or both. You can easily run ads with almost every placement option.

5. Set Budget

Once you have chosen the ad placement style, you can choose your budget, schedule ads and select optimization method in the next section. Choose a lifetime budget or a daily budget, have your ads run indefinitely or scheduled to start and end on certain dates.

You can even choose day-parting that allows you to run ads only at specific times or on specific days of the week.

At this point of time, you can optimize your ads. For those who are running their ads for the first time, Facebook automatically has the things set up for you. I’d recommend updating the recommended settings only if you have knowledge about the platform and have a strong reason for doing so.

6. Choose your Ad Format

You can choose among different ad formats on Facebook:

• • Video Ads
  • Single Image Ads
  • Canvas Ads
  • Carousel Ads
  • Collections
  • Each ad type has its own unique benefits, but video and carousel ads have the highest engagement levels and CTR rates.

7. Don’t Forget to Enter the Details

At the very end of the creative section, there’s a lot of small details which are easy to miss. These include multiple sections where you can put the ad copy, along with URL descriptions and CTAs. CTA button can help you drive more conversions and using the right copy at the right place will make a difference in your campaigns.

8. Monitor your Ads Carefully

Once you have started your campaign, you should monitor them carefully. You may start to see an increase in CPC after the frequency of clicks becomes high. If you are running more than one ad campaign, Facebook Ads Manager will show you details of all the active campaigns.

Monitor different statistics such as CPC, frequency, relevance score and number of actions taken. These are some of the crucial metrics that must be monitored carefully.

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The Bottom Line

Facebook Ads have a lot of options to choose from, but you must be familiar with the platform to try different options. Also ensure that to make optimize Facebook Ad campaign should be the part of your advertising and marketing strategy. As long as you are having a plan, the campaign creation process will be easier and smooth. You will be able to create awesome campaigns yielding better results.

Any beginner trying to master Facebook ads should at least make a start. Start from this Facebook Ads beginners guide to create your first optimized Facebook campaign.

Image credit- Canva