Facebook Ads campaigns: 5 essential tips

Aspect	What to review	Useful indicator
Facebook Ads campaigns: 5 essential tips	Goal, audience and expected impact	Qualified traffic, leads or conversions
Execution	Channels, content and required resources	Implementation quality and consistency
Measurement	Available data and later learning	Trend, cost, conversion and return

For paid media projects, Arimetrics has a specialized paid media team focused on prioritizing actions with measurable impact.

Facebook Ads is one of the online advertising tools today fundamental to the strategy of many companies for its potential in terms of qualitative variables. In addition, it is intuitive, useful and fully adaptable to the type of audience we pursue, however, there are a number of lines or tips to follow so that your Facebook Ads campaigns manage to achieve your goals as effectively and efficiently as possible, and that is what we are going to see in this article.

Tip #1: Study public statistics

The section “Audience Insights” or “Audience Insights” is a tool that brings enormous value to research on the public or audiences to which you want to direct your advertising actions, providing you with very valuable qualitative information not only of themselves but of similar audiences, which is the great point of this tool that already it does the task of finding new leads for you. This will allow Facebook to create look alike audiences or that have similarity based on a specific audience through variables such as behavior, tastes, trends, among others. Therefore, before creating any campaign, the first thing you should do is enter this tab to analyze your audience to the maximum, and as a result of this is when you have to consider the procedure, structure and adapted design of the creatives. Of course all based on your campaign objective.

Tip #2: Clear and targeted structure for each audience

Many times the mistake is made of creating ad groups directly according to the objective, or by type of ad. There is a clear and simple structure that will allow you to structure your campaigns so that they are optimal for analysis and especially for their correct functioning and future testing. The structure basically consists of: Campaign (objective) – Ad Group (audience) – Ads (type of ad) In this way what we achieve is to create within a campaign that pursues a specific objective (traffic, interactions, conversions …), the different audiences to which we are going to target (segmented audiences with audience insights), and within each audience to be able to create different ads to test which are the most effective for each one. It is always advisable to investigate new horizons in terms of similar audiences to find trends of audiences that are likely to be part of our target, so it is recommended that you never settle for attacking a specific type of audience; attacks different audiences, analyzes, measures, and compares results.

Tip #3: Create a landing page specific to your ad

This point is quite important, in the sense that as a general rule a user who clicks on an ad, what he hopes to carry out is a fast, effective interaction,which does not take too much time, and can get what he has come to look for without complications. A landing page allows you to create an “extension” of your website of what the user expressly wants to find, and that serves to contact you directly via form, call you, or acquire a product or service that you offer without having to be looking for it. However, it is advisable to have created a “thank you page”, to which that same landing page directs you, to help you learn Facebook’s algorithm to more easily identify the stronghold of your converting audience, which will be extremely useful for create audiences similar to them, that is, those who comply with the action you have proposed for your campaign, or any other type of audience that meets a certain objective other than conversion (traffic, interactions, etc.).

Tip #4: Flexible and Focused Budgeting

This means that even if we have 5 or 6 audiences that we want to attack, in case of not having an extensive budget it would not be advisable to distribute it among all of them. The appropriate thing would be to direct the budget in 1 or 2 audiences, to later test the rest since 5 cost campaigns 2 will always be less effective than 2 cost 5 or 1 cost 10; in this way the coverage of the campaign will be greater as well as the chances of achieving your objectives and of course the volume of data you will have to analyze. On many occasions very low budget campaigns are created in which we do not give time to the Facebook algorithm to learn anything, or we do not have enough reach or potential customers, in addition, it is a factor that affects the proper functioning of the campaign and especially the amount of data that you can have to analyze the results In this section also take into account your bidding strategy,which will depend directly on the objective you have set, that is, for a campaign aimed at traffic the ideal would be an optimized CPM, well directed, or for a conversion strategy the ideal would be a CPA.

Tip#5: Adapted creatives

One of the aspects that Facebook Ads takes into account and that will affect our “relevance score” or score of our ads is the design of the creativity that is used in the ad. The image must have the minimum indispensable text. This is a must for Facebook Ads, since for the system the information must always go in the copy. The image will be suitable if the tool qualifies it as “accept”: In addition, this section must take into account aspects such as: -That the ad is colorful, with colors that attract attention -Ingenious creatives, split images, effects, shadows -Clear and concised image message By following these 5 tips, your Facebook Ads campaigns will be closer to success and meeting your goals. And remember that it is always advisable to attack different routes and channels to measure which one works best and therefore to which of them to allocate a larger budget.

It may also be useful to review this related article: google ads management and optimization in 7 steps, to place connected concepts within a broader digital strategy.