8 tips for Facebook advertising!

Because I am not familiar with Facebook's advertising rules and systems, I don't know how to make an effort. Today I will introduce to you some tips on advertising, to help you place ads better and get higher profits!

Many advertisers have a lot of doubts when placing ads on Facebook. Why is it that when they are doing the same product selection, other people’s ads have good results and high conversion rates, while their own ads perform unsatisfactory? Obviously, you have spent a lot of money, but the ROI is only a few points. It is painful to spend a lot of US dollars, but still cannot achieve the expected advertising effect... These problems are particularly common among novice sellers. Most of them are because they are not familiar with Facebook's advertising rules and systems and don’t know how to make an effort. Today I will introduce to you some tips on advertising, to help you place ads better and get higher profits!

1. Choose the right business goals

When creating a Facebook ad, you will be asked to choose your marketing goal. Some advertisers are eager to achieve conversions, so they put in a lot of conversion ads, but the results are not good, which means that they have chosen the wrong business goals at this stage. There are also some advertisers who want conversions, but they run ads with “visits” as the goal, and then wonder why they don’t get any orders... This is because the advertising goals do not match their own needs.

From the perspective of the marketing funnel, Facebook ads are also divided into three levels: "brand awareness", "purchase intention" and "action conversion". If it is a new website, forcing conversion volume in the early stage of launch will not only not give the ads time to learn the system, but the pixel code will also most likely not be able to capture data for a period of time, making it impossible to optimize future ads. Therefore, we must reasonably arrange business goals according to the current situation of the website. While attracting new customers in the mid-term, don’t forget to do remarketing to discover the customer’s lifetime shopping value.

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2. Don’t open too many ad groups!

Many e-commerce sellers in selected product categories are obsessed with opening dozens of advertising campaigns, each of which may have only one advertisement, but they do not know that this is likely to lead to audience overlap or cause internal bidding for their own advertisements within a certain period of time.

Here we recommend advertisers to use CBO (Campaign Budget Optimization). CBO will treat the ad groups in a campaign as a whole, and allocate more budget to the best-performing ad groups according to the system bid, so as to maximize cost savings and increase coverage and impressions. CBO also saves a lot of time. You don’t need to manually set a budget for each ad group, nor do you need to adjust the budget based on ad performance. Using CBO recommends no more than 5 ad groups for optimal performance.

3. Make good use of audience analysis tools

The audience is a very important factor in determining whether an advertisement is effective. If the ad is delivered to people who don’t want to see it, there will certainly not be a high conversion rate. How do you determine whether your advertising audience is appropriate? Here we will introduce it in three stages: before creation, during creation, and after creation.

The first is before the ad is created. We can view the audience we want to know in the "Audience" option of the "Business Management Platform". Depending on our own settings and choices, audience analysis tools will provide us with different population portraits. Based on these portraits, we can select target customer groups and save them as advertising audiences, which can be used directly when creating advertisements.

The second step is creating advertisements. If we want to create a new audience but are not sure about the size of the audience, we can refer to the tips in the right column of ad creation. On this scale, red indicates an audience that is too narrow, yellow indicates an audience that is too large, and green indicates an audience that is about the same size. We can exclude, filter or add audience tags based on the indicator display to set the appropriate audience size for the advertisement.

Finally, after the ad is created. We need to see if the audience is saturated. What is audience saturation? Audience saturation occurs when you continue to show your ads to the same audience instead of new ones, or when users no longer respond to your ads. We must first log in to our business management platform, click on the advertising management tool, and select the advertising account for which we want to view data. After the page jumps to the account overview interface, select "Ad Group" on the right. In the "Column", we need to select "Performance" and put the mouse in the delivery status column. A floating window will pop up and an entrance to view the delivery effectiveness analysis will appear. Click to jump to the page.

Audience saturation may cause your ad performance to decline. Taking the data in the figure as an example, if our target effectiveness and first-time impression ratio drop significantly, for example, from April 6 to April 7, the first-time impression ratio dropped by 15.4%, we can consider showing new ads to the audience or changing our audience. The first-time impression ratio on April 2 was 95.99%, which means that most of our ads were shown for the first time.

4. Test! test! test!

How to judge whether the advertising material is good? How do I know the age group of my audience? How to determine which of the many products has the best sales? ——The answer is testing! test! test! Testing is an essential part of creating a good ad. Whether it is creativity, materials, audience, or delivery optimization, A/B testing can be used for testing. Generally speaking, the test will give results in about 4 days. If one set of ads performs well, the test will end early. Based on the system's judgment, we can know which ads will be more popular. Selecting these winning ads for delivery can save our budget and time.

Some people may say, why don’t I just open two ad groups and set only one variable? Why do we have to test it? The answer is – we cannot guarantee the target audience by launching ad group testing ourselves. (That is, a user may have seen ads from both groups A and B and finally placed an order, but we cannot determine whether it was group A or group B that had an impact on him.) In A/B testing, Facebook's system divides the audience into two groups to ensure that the audience does not overlap as much as possible. In such a strict environment, the results of advertising testing will be more accurate.

5. Create ads quickly and easily using templates

Customers often say that they have too many products and cannot upload all the new ones on their website, leaving them with no time to create advertising materials. Therefore, factory pictures or some online pictures are often used instead. There are two disadvantages to doing this: first, the quality of the creative material is low, which will directly lead to poor advertising results and difficulty in achieving high conversions; second, if authorization is not obtained and there is an infringement dispute or report, the advertising account is likely to be blocked by Facebook.

In fact, in the Facebook advertising creation process, there are templates that can be used for nesting. We only need to upload product images and brand elements and combine them in different ways. In "Create Advertisement" - "Multimedia Materials", select "Use Video Template", and then in the "Video Production Toolbox" that pops up, follow the prompts and your needs to quickly create unique advertising materials.

6. Set a more granular schedule for your ads

Is running advertising 24/7 too expensive? Does turning advertising on and off affect the effect? If you have such confusion, then set a more detailed schedule for your ads!

When creating an ad, in addition to setting the start and end time and long-term delivery, you can also set it to a specific hour of a specific day. In the "Account Overview", you can turn off ads during the least active periods based on user activity, so that you can arrange your advertising budget more reasonably. It should be noted that if this method is used, the advertising budget must be set as a total budget, not a daily budget. Once you select a time period for your ad to run, the corresponding time period will turn blue.

7. How often should advertising creatives be adjusted?

After the ad is successfully published, we need to change the advertising creatives from time to time. So how often should we change the material? There are many dimensions that can be referenced, and here we mainly talk about two: advertising performance and website synchronization. Advertising performance refers to the advertisement itself. When the frequency of the advertisement exceeds 2 times, or the effect of the advertisement begins to deteriorate after a period of time, you can consider changing the creative. "Visual sense" is very important. If users keep seeing the same advertisement, they will feel fatigued. At this time, changing the material can not only show the product characteristics in a different way, but also give people a refreshing feeling. Additionally, the creatives should be consistent with the website’s marketing campaign. If there are new products, limited-time promotions, or holiday events on the website, the advertising materials should also change according to these contents to give users a highly unified and smooth shopping experience.

8. Focus on overall advertising effectiveness, not just ROI

Some advertisers feel dazzled when they see the advertising performance in the background. They usually don’t know which key data to focus on and simply only look at the return on advertising expenditure. For example, Ad A received one order on the first day of its release, with a ROI of 10. However, there were no orders on the second and third days, and the ROI dropped sharply. At this time, the advertiser simply closed the ad and chose to reopen it. This cycle repeats itself. This approach is actually incorrect. The effectiveness of advertising should be judged based on overall results rather than simply looking at ROI. ROI is certainly important, but there are many other data that can be analyzed, such as the number of people covered, number of impressions, cost per thousand impressions, cost per add-on purchase, etc. We can optimize ads based on the responses of relevant indicators, such as adjusting budgets and updating creatives, instead of turning off ads directly when we see a decrease in ROI. This way, we will never know why the ROI is low and may make the same mistake again next time.

Author: Zhou 5 goes to sea

Source: Zhou Wu Hai