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7 ways of optimising a Facebook advertisement

Would you like your Facebook ads to receive more conversions? Improve your ads with seven effective tricks to make them more attractive to users and bring more customers to your website.

1. TRACK PERFORMED CONVERSIONS

A great way to optimise your ads is to track conversions using Facebook Pixel. This gives you a better insight into which ads bring new customers to your website. For more information, read our guide on how to install Facebook Pixel.

By installing Facebook Pixel, we can also exclude people who have already visited your site or converted on a specific offer if you want your ads to purposely target new customers.

2. DO NOT TARGET TOO SPECIFICALLY

Targeting that is too specific often results in an advertisement being shown to a very narrow user group. For targeting to be effective, we must make sure that our target group includes at least 1000 – 2000 people. One of the more effective practices to increase the target group without having a major impact on accuracy is to increase the age range of the target group.

A very good way to attract new potential customers is with the “Lookalike Audiences” tool. You can read more about it in our previous article.

3. USE ‘CAROUSEL’ ADS

Facebook ‘Carousel’ allows us to include as many as 10 images or videos in one ad, each with its own data and links. This allows the post to be more interactive and to show our story in a more creative way. In connection with dynamic targeting, we can very easily show multiple products at the same time to people who have previously shown interest in our website. You can read more about this in the article about reaching out to lost customers.

Moreover, a ‘Carousel’ advertisement can be utilised by using the ‘cards’ to display one big picture, which will attract an individual’s attention, such as the prize game ad.

4. ANALYSE OPTIMAL POSTING TIMES

With the help of the information gathered by Facebook about user activity on your post, you can set the optimum time for your post, thus increasing interaction and clicks on it. For a consistent distribution of your ad display, use a custom Facebook posting schedule that allows you to set the posting times with the highest potential.

You can get more information on how to organise your posting schedule better at the following link.

5. TEST DIFFERENT IMAGES

Images are the most important element of any advertisement and the main reason why a user clicks on an ad. Use striking and engaging images that will arouse interest in the user. Test different images to see which ones get the most clicks and conversions with the help of the A/B test.

It is also highly recommended that the picture shows people using the product rather than just the product itself so that the post attracts more attention and does not seem like a blatant advertisement.

Example: The picture below achieved better results than the other two.

6. DIFFER MOBILE AND DESKTOP ADVERTISING

For your ads to be adjusted to mobile or desktop display, it is recommended that you design personalised posts, display costs, images, text and other details for each device. Mobile devices often receive a very different response to our call to action; therefore, it is a good idea to keep this in mind when creating your ad.

7. TEST IMPRESSION COSTS

Different pricing strategies have a significant impact on ad performance. Try different ways of pricing your advertisement display to get a better idea of which strategy will deliver the most conversions at the lowest cost.

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