The advertising volume is not ideal? Facebook advertising optimization in practice!

There are thousands of problems with advertising, but to sum it up in one word, it’s either “the quantity is too small” or “the price is too high”.

This article mainly focuses on the problem of "too little quantity".

Case 1: Although the CTR (click-through rate) and CVR (conversion rate) are acceptable, the volume is too low

Optimization plan 1: Start with account structure to avoid ad group overlap

Once audience overlap occurs, the better-performing ad group will often "steal" the display opportunities of the overlapping audience in another ad group, resulting in the ad group's delivery always being sluggish.

If you encounter a situation where the delivery volume is not sufficient, first check your ad groups. If the audience overlaps by more than 20-30% between two ad groups, you should consider merging or excluding them.

A good campaign audience setting should have neither overlap nor omissions. The helmsman has carefully summarized a simplified version of the advertising account structure, which not only increases flexibility, but also adds information data in the advertising auction to help us leave the learning stage faster and obtain better advertising performance.

Optimization plan 2: Start with bidding, troubleshoot problems according to the following steps, and optimize step by step

1. Are you already using Campaign Budget Optimization (CBO)?

If the delivery volume of an ad group is not ideal, it may be because the system is unable to perform well and allocate the budget intelligently. The CBO launched by Facebook before is everyone’s savior! After using CBO, Facebook will continuously monitor the effectiveness of each ad group and automatically allocate the budget to the best-performing ad group in real time, so that the entire ad campaign can obtain the most conversions and maximize marketing results.

2. Is the total budget or bid too low, and is the bidding model correct?

A total budget or bid that is too low, or an incorrect bidding model, will result in the ad failing to be successfully delivered.

It is recommended that you use automatic bidding without setting a bidding cap to obtain more downloads. After 50 conversions, adjust the bid. This will achieve twice the result with half the effort!

If you really have to bid manually, the helmsman sincerely recommends a bidding tool: Cost Cap! This bidding strategy can maximize cost-effectiveness by facilitating as many conversions as possible while controlling costs.

Understand the advantages of Cost Cap in one picture.

Are you changing your bidding settings too frequently?

Facebook’s machine learning needs to achieve 50 conversions within 7 days to obtain enough data to complete the learning phase and automatically optimize ads afterwards. Changing the bidding settings too frequently will cause the ad to constantly re-enter the machine learning phase, and the ad results will naturally fluctuate.

Case 2: This time, not only the volume is low, but the CTR is also low

Optimization plan 1: Start with creatives

1. Optimize the material and discard unpleasant and illegal elements

As the saying goes, "Success depends on the materials, failure also depends on the materials." Don’t underestimate the damage that unappealing materials can cause! Materials that are old-fashioned and boring, using static images instead of dynamic videos, materials that contain misleading or deceptive content, using low-taste pornographic and violent materials... can all cause your advertising results to plummet.

Remember to read the Facebook advertising policy carefully to ensure that your ad complies with the relevant policies. After all, at Facebook, we always believe that "doing it right can do it well".

2. Avoid footage fatigue and overexposure

Overexposure to the same material will cause information fatigue and affect advertising effectiveness. Remember to check the display frequency in the Ads Management Tool report to avoid display frequency exceeding 4 times.

3. Select all placements and use placement optimization

When is it better to be fickle than to be loyal? When choosing Facebook ad placement! If you only choose a certain placement, you will most likely face a situation where the price is too high or the delivery is not ideal. It is recommended to use Facebook placement optimization and click on all placements. This will cover the advertising audience to the greatest extent and automatically optimize based on the placement with the best performance.

Optimization plan 2: Start with positioning

1. Expand the scope of positioning and fully cover target players

Too narrow an audience targeting limits the flexibility of optimization and prevents the system from completing or scaling machine learning. The leader recommends that everyone adopt a model that combines the three positioning solutions to cover all players efficiently and comprehensively.

2. Improve positioning relevance and acquire high-quality players

Although quantity is important, quality cannot be ignored! Common mistakes include not distinguishing between languages ​​for targeting, which results in ads being shown to audiences who cannot understand the language, or targeting low-interest audiences, which results in ads being too unrelevant. In addition to lookalike audience targeting (LAL), value-based lookalike audience targeting (VBLAL) is also a good helper to improve the relevance of positioning. It can effectively acquire high-value players who contribute the most to game revenue.

Case 3: Volume is too low and CVR is also very low

Optimization solution 1: Check whether there is any discrepancy between the ad and the actual game

The discrepancy between the ad content and the actual game often results in users not taking further action after clicking on the ad and jumping to the game download page, so it is very important to provide a realistic and accurate description.

Optimization Solution 2: Optimize the game download page/app store and manage user ratings

User reviews and ratings on the download page often determine potential users’ first impression of the game and their willingness to download it, so they certainly deserve high attention! Remember to respond to low-scoring users' comments in a timely manner and provide personalized responses to show that the company cares about players and the improvement measures taken. This will definitely add a lot of points!

Author: Go to sea quickly

Source: Fast Going Out to Sea