Optimizing Your Ads (Sept/Oct 2018)
Here are some valuable notes from my meeting with my Facebook Rep. Passing them onto you!
- Use specific placement
- Auto placements are best for bigger, brand new, lookalike, or cold audiences
- When targeting custom audiences, make placements specifically where you found them/where they’re engaging (ex. If you have a Custom Audience for Instagram, target the placement on IG, not FB - because that’s where they’re engaging).
- Use the “7 days click or 1 day view” optimization
- It gives the system time to gather data and time for customers to come back and purchase
- 1 day click or view is basically telling the ad “get this sale today” and does not give it time to collect data
3.The system needs 50 conversions a week per ad set to know if it’s doing a good job
- If things are too slow, duplicate ad sets to start fresh (and turn off old ones)
- Check at day 3 or 4 to see if it might make it to 50
- If close, raise budget to get it there
- Check relevance scores to see if the audience isn’t good or if creative isn’t resonating with audience. 3 is bad, 5 is ok, 7+ is good.
- Use video as much as possible
- Facebook is pushing video since that’s what people are consuming
- Try the new FB Video Kit template (click Single Video, and see the New Template option)
6.Raise budget, keep automatic bidding at lowest cost
- Manual bidding is used to beat out other advertisers
- Usually for audiences in high demand
- Manual bidding doesn’t mean you will be spending that every time
- Going into an auction with that “buying power” - money to fight other people should you need it.
