Facebook Advertising Tips!

Whether it is Facebook advertising or any other type of advertising, most people don’t usually have the delusion of “instant effectiveness” because it is well known that it is “too difficult”!

Your goal is to find and nurture some traction and grow it over time while looking for key areas to optimize.

But time is money. While you are waiting for the data to improve, is it necessary to "spend money"?

Perhaps you can try to do these actions to make Facebook ads as cheap as possible without sacrificing ad quality.

How Much Do Facebook Ads Cost?

How much you pay for impressions and clicks on Facebook depends on a variety of factors.

According to WordStream, the average cost per click (CPC) on Facebook is $1.72. Among them, the average CPC in the financial and insurance industries was US$3.77, while the CPC in the retail, clothing, and tourism and hotel industries were all below US$0.75. In addition, the specific CPC varies from country to country.

(Figure: Average CPC of Facebook in various industries)

In addition to the industry, factors such as your target audience, advertising goals, and the level of competition in the industry will affect your CPC. Generally speaking, if the competition in your environment is not very fierce, your CPC can generally be kept below $2 and you can get a good return on investment (ROI).

So, try these tips to help you lower your advertising costs while getting great leads and engagement from your target audience.

1. Update or disable ads that don’t perform well

Since Facebook ads are charged based on the impressions and clicks they generate, the more clicks your impressions bring, the lower your CPC will be. Therefore, you should maximize the potential of your advertising.

What you need to do now is go into your Facebook Ads Manager and identify the placements that are consuming too much of your advertising dollars. In addition to simply deactivating it, what you can do is to analyze the other reasons that affect the effectiveness of your ads. You can try to dig deeper into the statistics for each ad to see how you can improve your click-through rate (CTR).

For example, if you target your ads to people between the ages of 18 and 65, you can see which age group your ads perform better for. For example, if you are selling enterprise software, then people aged 18 to 25 and over 55 may not be suitable as your advertising audience. You may want to narrow your audience to people aged 25 to 55. Therefore, you can change your audience targeting criteria based on what the performance indicators show to increase your ad click-through rate.

(Image source: Single Grain)

In addition, you need to appropriately "give up" some advertising. Generally, right-sidebar ads have poor CTRs, and Instagram placements may be wasting your clicks, so if you start disabling those placements, your overall Facebook advertising costs may go down and your relevance score may go up. And the same goes for poor advertising creatives and targeting settings, “cut it off when it’s time to cut it off.”

2. Improve relevance score

Relevance score is a metric Facebook uses to determine the quality of your ad, and it is scored between 0-10. The higher your relevance score, the cheaper your CPC or CPA (cost per action, such as clicks, likes, comments, etc.) will be.

The information and tips that the scoring system can provide include:

The meaning of the relevance score is as follows:

1-3 points: irrelevant, low exposure, high bid.

4-7 points: relevant, exposure is guaranteed, and the bid is average.

8-10 points: Very relevant, high exposure, low bid.

(Image source: Single Grain)

This means that when your relevance score is only 2-5, you will waste more money ineffectively because your ads are being shown to a large number of people who will basically not be interested in your ads. So if your clicks aren’t high, you’re actually wasting money.

When you are browsing Facebook news, you may often have a question: "How do other people's ads get thousands of likes and reposts? It would be nice if you could give me 10 likes."

The key here is that you need to focus on promoting one post. Whereas other advertisers will often create 10 different ad sets because they want to try different variations or different types of targeting. However, you don’t have to do this, you can just run one ad. This way, you can focus these engagement metrics on one post.

From the user's habit, people like to click on the content that many other users have already engaged with. Therefore, after you focus on improving the engagement, your click volume will also be improved accordingly, and your CPC and CPA will decrease overall, and you will eventually be able to make a profit from advertising.

3. Use pictures wisely

Another thing that needs your attention is the pictures. After your ad has been running for a while, you’ll notice that the same people are seeing it over and over again. When your impression frequency is as close to "1" as possible, your advertising costs will also decrease.

To do this, you need to keep uploading new images. Although it is simple to do, many people don't do it. Therefore, if your impression frequency starts to become too high, your advertising costs will also increase rapidly. From a user’s perspective, if you see the same ad over and over again, and if you don’t want to click on it the first time you see it, then no matter how many times you see it afterwards, you will most likely not want to click on it. Therefore, you need to keep adjusting the image.

Tweaking your images has another benefit: it helps you perform A/B testing. By constantly switching up your images, you’ll be able to gradually develop a feel for what types of images resonate best with your audience. Only when there is resonance will the click rate be high and the CPC can be reduced.

4. Improve the automation of Facebook ads

If you think it’s time-consuming and laborious to constantly update and analyze your ads, you might as well take advantage of programmatic advertising, which will automatically shut down ads or sections that don’t perform well.

With a tool like AdEspresso, you can create a ton of different Facebook ad variations at once. They basically change your headline, image, or whatever you want to test, and then you can set a threshold for your minimum CPA. After that, if your CPA is too high, it will automatically turn off the ad.

If you want to batch create 5-6 ads for testing purposes, don’t just do one at a time and then take that one to a designer and then ask them to make banner ads for you over and over again. This is not only expensive but also annoying. You can try a graphic design service like Design Pickle, which offers an unlimited number of designs for a fixed monthly fee.

In addition, you need to be very cautious in the use of pictures and try to order some high-quality photo libraries to avoid image infringement problems caused by misusing online pictures.

5. Lower CPC is not always better

Another thing you should test when running ads is optimizing for cost. Many people only think about getting more clicks with the lowest CPC, but ignore the fact that the value behind each click or visitor is "unequal" at different CPC levels.

I’ve heard of a $0.03 CPL campaign (which gets you a ton of likes for a low price) that gets 7x the clicks and engagement (comments, shares) of a $0.10 CPL campaign. This gap can be said to be huge.

So, this principle should be easy to understand. You don’t have to get the largest number of cheapest fans. What’s more important is the quality of the fans. What you really want is not unengaged fans, but the best quality fans. Because in fact, even if you have a small number of fans, but many of them are willing to share your content, this will give Facebook a signal, so that Facebook's algorithm will show your content to these fans' friends and other users, which may eventually achieve explosive dissemination.

When your goal is to increase website traffic, it is not recommended that you "cheap-eat" and choose a too low CPC, but rather choose your ideal customers. While your CPC may go up in the end, your campaigns will convert better and you’ll get that money back.

6. Try using Facebook lead ads

With Facebook Lead Ads, you can collect user information directly on the Facebook app without having to attract them to a landing page.

(Image source: Single Grain)

When a user sees an ad and clicks the CTA button on the ad (such as register, order, etc.), they will enter a form and enter their contact information. You can then follow up on the leads you collected. Click here to learn more about the lead ad content...

Hootsuite, a well-known social media management platform, has a large number of Facebook advertisers, many of whom run lead ads. Moreover, their lead ads not only see higher conversion rates, but also lower costs compared to standard ads that drive users to landing pages. While it's not guaranteed to work for everyone, it's worth trying to see if it works for you.

When creating lead ads, the setting of form questions is very important. In a study conducted by AdEspresso on lead generation ads, they found that when you ask 1 question, your conversion rate is much higher than when you ask 7-8 questions. Just one question can generate a conversion rate as high as 30-40%. If there are too many questions and the conversion rate is very low, you are also wasting money.

7. Remarketing Ads

When you retarget your audience using Facebook Ads, you’re showing those ads again to people who have already interacted with your brand in some way. The jargon goes like this: “Users need to have 7 touchpoints with your brand before they can successfully convert.”

Remarketing targets customers who are lower in the “marketing funnel.” And since these people are more likely to click than people who are seeing your ad for the first time, your CPC will drop accordingly.

summary

Running Facebook ads doesn’t have to be expensive. If you do it the right way, you will be able to get high-quality leads and clients. In addition, it is impossible to bypass testing when doing marketing. You need to test various strategies, then optimize them, and repeat the testing and optimization actions to get better results.

Author: Traffic FB

Source: Traffic FB