At some point or another, you will struggle with your Facebook advertising.
I myself have encountered many roadblocks, sometimes on a daily basis, through managing several dozen active advertising campaigns at any-one time.
Therefore, I have put together this essay, containing timeless tips on improvements you can make, as a blueprint for myself to refer back to if I forget some things (which I often do), and of course as a piece of free value for all marketers out there looking to improve on their craft.
My goal with this is to have every reader print off a copy and stick it to their desk. Perhaps some of the largest agencies can have their staff’s desks covered in it!
I’ve always been a dreamer…
So, without further ado, let’s get into the value.
Stop thinking you know best – you don’t, Facebook does.
When creating and setting up your Facebook campaigns, you may find that there is a dark cloud looming over your head – the dreaded creative block.
This is fine, every creative person gets it. It’s how you get through it that matters.
If you are struggling to decide between different creatives to use, then stop trying to decide. You will get into a state of paralysis analysis. Simply use both!
Stop thinking that in the 30 minutes you spend thinking, that you will come to the right conclusion. In situations like these, you do not know best, Facebook does.
Run both creatives, test them both and wait for the data. Then you will know for sure.
Cut Facebook’s chains and let it run free.
One of the biggest myths in Facebook ads is that the more narrow your audience the better. This couldn’t be more false.
Please – stop narrowing your audience by multiple levels. Of course, it goes without saying that you should set-up your audiences correctly so that you are targeting the right people, but never go overboard.
There is a difference between a narrow audience and a defined audience.
Narrow: Very limited targeting audience and a small pool of people.
Defined: A hyper-targeted audience.
Facebook is clever, it will always know how to find the people you want and get them to carry out the action you need.
If you are creating a campaign with a narrow audience and a small amount of people, you might as well not create it.
As a rule of thumb, always start broad and define as you go.
Master the Facebook pixel.
Calling yourself a social media marketer without having mastered the Facebook pixel is just as bad as calling yourself an SEO while not knowing how to navigate Google analytics.
The Facebook pixel is never going to change or disappear, mastering it will be a timeless skill.
Through having this skill, you will be able to create custom audiences, lookalike audiences and run re-targeting campaigns.
Maybe your ads aren’t working because your audience is a step ahead in the funnel and all they need is another nudge, but because you haven’t mastered the pixel, you are not running re-targeting campaigns to these prospects and are still treating them as people new to your brand.
If you understand the pixel and what it offers, you can begin to understand your audience and realise what it is they want to see from you.
Keep a watchful eye, and keep optimising.
Many social media marketers (stupidly) will start running an ad and check on it a week after. This is ludicrous. If you are running a genuine marketing campaign with a budget of more than £50, you need to have eyes on it daily.
It can be common for an ad’s performance to change dramatically overnight, or for Facebook to just switch it off and disapprove it. It is important to always keep a watchful eye on your campaigns.
As well as this, you need to know when you should be optimising, Facebook’s performance reports are always changing, for example, at the start of 2019 it was identical to Google Adwords and showed a relevance score between 1 and 10. Now, half way through the year, the performance is split into three categories: quality score, relevance score and engagement score.
It is important to stay up-to-date with the latest metrics and then be able to troubleshoot and decide what actions you need to take depending on what score your ads have.
If you are interested in learning how to diagnose your ad relevance and what actions to take (you should be), take a look at this:
Making optimisations over the duration of your campaign is crucial. Personally, I can create an ad on the Monday and set it live, and by Friday I may have made dozens of tweaks and changes.
Note: There will be more points added.