6 facebook advertising tips

8/12/2019 6 Facebook Advertising Tips

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SHARELIKE

6 Tips For Driving FacebookAdvertising Performance


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Introduction To Facebook Advertising

Facebook advertising continues to grow in popularity, making it a crucial element in your social marketing mix. Facebooks

latest quarterly earnings data (Q4, 2013) showed that advertising revenues increased by over 30% in just three months,

highlighting the rapid growth in social advertising spend. In a recent Socialbakers survey, 92% of marketers claimed they

are using Facebook for advertising, another metric that supports the upward trend in Facebook advertisings usage.

But what does this increased advertising growth mean to the marketers that are using the platform to spread the word about

their products, gain more Facebook Likes or drive trafc to their website? With more advertisers using Facebook adver-

tising, the competition for grabbing users attention with paid advertising is becoming more and more difcult. The result is

that, unlike ever before, marketers need to have a well-dened Facebook advertising strategy to produce quality results.

In this report, we will lay out 6 must-do tips to ensure social advertising success. Each tips falls into one of three categories,

which are critical for creating a fully encompassing Facebook advertising strategic action plan. These are; Ad manage -

ment, Post boosting and Facebook analytics.

Picture 1: In Facebooks Q4 2013 Quarterly EarningsReportyou can see the revenue earnings on a quarter-over-quarter basis. This clearly shows that

Facebook Ad Revenues Doubled In The Last Two Years!

Revenue In Millions

$943 $872 $992 $1,086

$1,329 $1,245

$1,599$1,798

$2,344

$188$186

$192 $176

$256$213

$214$218

$241

$1,131 $1,058$1,184

$1,262

$1,585

$1,458

$1,813

$2,016

$2,585

Q4'11Q 1'12 Q2'12Q 3'12 Q4'12Q 1'13 Q2'13Q 3'13 Q4'13

Payments and other fees

Advertising

*
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1. Adapt To Facebook Breaking Changes:The Time Is Now!

On March 4th, 2014 Facebook began rolling out a new campaign structure across all client-facing ad interfaces. With

Socialbakers Ad Analytics, Facebook advertisers are able to measure and manage all advertising campaigns in line with

the new Facebook campaign structure. This enables Facebook advertisers to quickly adapt to the new structure, making it

easier for advertisers to organize, measure and optimize Facebook marketing efforts.

The previous Facebook campaign structure had two levels, which were characterized like this;

But on March 4th, Facebook rolled out their Breaking Changes aimed at optimizing campaign workow and management.

With these changes, Facebook added a 3rd level by renaming the current Campaign to Ad Set and redening the

Campaign to focus on more concrete goals, such as Page Likes, Clicks to Website, App Installs, etc..

Sound confusing? Take a look at the visual that Facebook created in their Facebook New Campaign Structure Pre-Rollout

Training.

The current campaign structure has two levels

As a result, marketers create multiple campaigns to:

- Reach multiple audience segments with different objectives

-A/B test multiple creative

- Run several schedules or flights

One campaign can have

multiple ads

Ad

Level 2

Level 1

Contain one or more ads

Control the budget and schedule for each campaign

Activate or pause campaigns and it will apply to all ads

Define creative, audience, and bidding for each ad

Create multiple ads so our system can optimize creative

Activate or pause ads

Campaign

Picture 2:Here you can see the existing structure of how campaigns are managed from a user perspective. Source: Facebooks New Campaign

Structure Pre-Rollout Training Presentation.
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Here are some quick tips that Facebook provided about planning campaigns with the new campaign structure:

Picture 3: Here you can see how the new campaign structure of Facebook campaigns will be managed from a user perspective. Source: Facebooks

New Campaign Structure Pre-Rollout Training Presentation slide 4.

Introducing the new campaign structure

Campaigns will be more powerful consisting of one or more ad sets

Setup a campaign for each of your marketing objectives*

Get reporting on aggregate stats for multiple ad sets and ads

Turn on or off campaigns and it will apply to all ad sets and adsOne campaign can have

multiple ad sets

Campaign

One ad set can have

multiple ads

Ad

Ad Set

Ad sets will have the same features campaigns had previously

Contain one or more ads

Control the budget and schedule for each ad set

Turn on or off ad sets and it will apply to all ads

Ads will continue to define creative, audience, and bidding

Create multiple ads so our system can optimize creative

Turn on or off ads

Level 2

Level 1

Level 3

*Objective refers to objective-based ad buying (ex: Page post engagement, Page Likes, clicks to website, app installs, etc.). Third party API developers will havethe option of not implementing a single objective for every campaign.

Decide on your objectives and then create one campaign per objective (ex: Clicks to website, Page Likes, App Installs, etc.)

so you can optimize delivery, manage your spend, get the right reports, and maximize results for each objective.

An ad set should contain ads targeting the same audience segment so you can easily compare and optimize audiences by

adjusting schedules, budgets, or turning ON/OFF Ad Sets

Multiple ads should be created in each ad set so our system can optimize for variations in placement (News Feed vs. RHS),

images, video, text, or destination.

By quickly adapting to recent changes in Facebooks campaign structure, the objectives of all your campaigns and Ad

Sets will be more clearly dened. Additionally, the extra Ad Set level allows for further customization and optimization.

We recommend getting started with this ASAP.

Campaign = Objective

Ad Sets = Audience

Ads = Creative

Key Takeaway
http://marketing.socialbakers.com/acton/attachment/3396/f-01c6/1/-/-/-/-/FacebookNewCampaign_AdAnalytics.pdfhttp://marketing.socialbakers.com/acton/attachment/3396/f-01c6/1/-/-/-/-/FacebookNewCampaign_AdAnalytics.pdf


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2. Different Advertising Goals Require DifferentMetric Analysis

When creating a campaign, there are 8 different types of advertising results to choose from:

Under the new campaign structure, these are the only types of campaigns that can exist. However, when determining the

performance of an Ad Set (there can be an unlimited amount of Ad Sets under a campaign) it is important to know which

metrics to analyze to determine Ad Set and general campaign performance.

There are 3 categories of metrics to look at when determining campaign and Ad Set performance. The rst is spend,

which is important to monitor know matter what your goals are. The second is the cost in relation to performance, looking

at metrics like Cost-Per-Click (CPC), Cost-Per-Mille (CPM), Cost-Per-Action (CPA) or Cost-Per-Like (CPL). And the last

category is looking at performance metrics, such as Clicks, Impressions, Click-Through-Rates, Conversions amongst

others.

For every single campaign and Ad Set it is always important to keep an overview on Spend. However, cost in relation to

performance and the performance metrics differ based on the type of campaign you are running. Below you can nd an

outline of Facebook metrics that we recommend analyzing based on the type of campaign you are running:

Page Post Engagement Website Conversions

Page Likes App Installs

Clicks To Website App Engagement

Event Responses

Offer Claims

Campaign Type Cost-To-Performance Metrics Performance Metrics

Page Post Engagement CPM Reach, Engagement

Page Likes CPM Impressions

Clicks To Website CPC Clicks, CTR

Website Conversions CPA Conversions

App Installs CPL Actions

App Engagement Cost Per Mobile Action Actions, Clicks, CTR

Event Responses CPL Actions

Offer Claims CPC Clicks, CTR

When running any campaign, analysis of performance is key to optimizing results. However, depending on the type of campaign,

it is critical to know the cost-to-performance and performance metrics that are most relevant to tracking campaign success.

Key Takeaway

Picture 4:Please note that this is not an exhaustive list of metrics that you can track for each type of campaign. However, using the cost-to-performance

and performance metrics as a guiding principle will help you analyze campaign effectiveness with more accuracy and relevancy.


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3. Boosting Posts Isnt Just About Maximizing Reach

Reach can be a satisfying metric to report, especially if big numbers that translate well ofine are what youre looking for.

After all, customers cant engage with a print ad the same way they engage with social media content, but for both, reach

can be measured. Apples to apples.

But thats not all social media marketing is about. Simply reaching the right audience with the right message is only part of

the game. Understanding the diverse range of actions available to users on social media - and effectively leveraging these

possibilities - is when social marketing gets really fun. You should optimize your boosted content by either Clicks, CTR,

Reach or Engagement based on whatever the goal is that you are trying to achieve with that piece of content (ie: brand

awareness, customer sentiment, etc).

The takeaway is to understand that reach is only part of the advertising puzzle. You must know what you want to achieve

in order to nd the right metrics to measure and actually achieve it. By knowing the business objective for each boosted

post, you should optimize the boosting by the metric (E.g. Clicks, Impressions, Reach, CTR, Engagement) that will drive

the results that you are looking to achieve.

Key Takeaway

Brand Awareness -youre rolling out a new campaign across digital and ofine. You want your audience to connectthe dots and associate your brand with a particular image and feeling. Maximizing impressions is key here. In this case,

reach is also an important metric, but acknowledging the value-add of multiple impressions for a brand awareness cam-

paign can make the difference between reinforcing your brand name and simply reaching more people.

Customer Sentiment -you want to better understand how your audience might react to new messaging, brandpositioning or even a product offering. Use post boosting to play with your content and measure engagement. In this case,

reach will be nearly irrelevant. Direct feedback and measuring sentiment analysis is what youre looking for to understand

your audiences opinion about your brand. Without focusing on engagement your goals will not be reached.

Event Registration -youre hosting an ofine event and need people to register. You can reach all the people onFacebook, but if youre not focusing on measuring clicks (if it is an external landing page) or Facebook actions (if it is a

Facebook event) then your event might be a op. By focusing on clicks or Facebook actions, your goal of delivering a full

audience to your event will be much more tangible.

Picture 5: The Socialbakers Ad Booster section of the tool empowers our clients to optimize the performance of boosted content. This is especially

important when boosting content for other reasons than increasing brand awareness, which should be optimized for reach. With Ad Booster you can

optimize posts for Clicks, Impressions, and Engagement as well!


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4. Use Precise Ad-Set Scheduling

Determining the exact times of day and days of the week in which your ads perform well is one of the most important

aspects of Ad Set scheduling. Because honestly, why would you waste money running ads at 4:00 AM on a Sunday, when

your target audience is people who hold ofce jobs?

Of course, the rst step in determining when to promote posts or run advertisements, is to gure out when your

audience is most receptive. For determining when to boost posts to either Fans or Friends of Fans, it is recommended to use

an Analytics tool to look at a User Activity graph, which will display when Fans of a page are interacting most with that Page.

Based on this information, you should boost your posts based on the times when your Fans are most active.

When determining how to schedule Ads under an Ad Set, the best way to determine future effectiveness is to look at Time

of Day and Day of Week Effectiveness, of past and current Ads, using an Advertising Analytics solution.

With this valuable information you will be empowered to schedule Ads using Precise Ad Set Scheduling. Precise Ad Set

Scheduling allows you to run your Ads exactly when your target audience is most receptive. For example, if you know your

target audience is most active on Mondays from 10:00 AM - 11:30 AM and then again on Thursday from 1:00 PM - 5:00 PM,

then you can schedule your ads to run just then.

This is a huge advantage over just picking a start and stop date as you will never be wasting money when your audience

is not active.

Precise Ad Set scheduling is far more effective than just picking a start and stop date as you will never be wasting money

when your audience is not active. You can create precise Ad set scheduling using Facebook native tools, so we would

recommend an independent social advertising tool to ensure social management success!

Key Takeaway

Picture 6:This graph depicts the hours of a day with the highest CTR. This enables social advertisers to understand when their Ads are most effective

and schedule future Ads accordingly. Source: Socialbakers Ad Analytics.


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5. Deliver The Right Message To The RightAudience, Every Time

There are a number of targeting options within Facebook advertising, however many advertisers fall into the trap of going

for the mass audience available, rather than making the most of their spend by targeting properly.

At present on Facebook you can target in the following ways:

The more targeting options you use the more rened your potential audience will be. By carefully selecting your target

audience you can ensure that you achieve lower costs and have a more relevant audience interacting with your brand,

which will result in better advertising performance.

With Facebooks improved targeting, marketers can advertise to the exact audience they want, every single time.

For example, you might be interested in targeting Parents for a brand awarness campaign but need to target Parents

who like photography and upload photos for a more focused product campaign. This advanced targeting ensures your

message gets to exactly the right audience - and only the right audience - saving time and money.

Using specic targeting is one of the easiest methods to ensuring you are delivering the right message to the right audience.

Moreover in a recent Socialbakers study, we found that interest targeted ads have a higher CTR than non-targeted ads.

Key Takeaway

Location Gender

Interests

Broad Categories

Age

Relationship Status

Custom Audiences

Language

Education Level

Major

School

Workplaces


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6. Always Pause Under-Performing Ads

Similar to the way Google assigns a quality score for each keyword in a SEM campaign, Facebook uses algorithms to

nd the best ads and audiences determining ad placement. And like your driving record, this will follow you around. While

monetization is an obvious priority for any company, Facebook also has a huge vested interest in delivering relative and

engaging content to users - including good ads.

When it comes down to bidding, a page with a history of low quality ads will have to bid more to get the same results as a

page who consistently delivers high quality ads. A continuous cycle of testing and optimizing ads is essential - never stop

testing and you will never stop improving. But a crucial element of this process is to know when to pull the plug!

If an ad is performing below average as dened by clicks, engagement, or other dened metrics - pause it. Immediately.

In order to do this, marketers without Ad Analytics tools must monitor the constant progression of each individual ad. This

manual process can be a drain on time, money, and your eyes! Marketers with advanced Ad Analytics tools are able to

automate this process and set clear boundaries for poor performing ads.

Socialbakers Ad Analytics allows marketers to dene exactly what a poor performing ad looks like and set if-then state -

ments to automatically pause ads that would otherwise waste your budget. Additionally, using our advanced analytics, you

can reallocate your budget to high performing ads, resulting in effective spending of your Ad Spend budget.

Pausing under-performing ads is obviously benecial for making sure that you are not wasting your budget on Ads that

are not performing to standard. As Facebook native apps can not automatically pause under-performing advertisements,

we recommend using an independent advertising solution.

Key Takeaway

Picture 7:By setting up parameters of what constitutes an underperforming ad, advertisers can enable independent social advertising solutions to

automatically pause underperforming ads. This ensures that underperforming ads wil l never waste any of a campaigns budget. Source: Socialbakers Ad

Analytics.


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The leading solution for analyzing, managingand optimizing social advertising performance

Smarter SocialAd Management

Ad Analytics

Actionable & Insight Driven Analytics

Ad Manager

Social Advertising Management & Optimization

Ad Booster

Post Boosting Optimization

Facebook advertising is continuously evolving and we know it can be challenging for marketers to keep up-to-date with

best practices and techniques. Despite these constant changes and difcult landscape, Facebook advertising has proven

time-and-again to deliver ROI and can be an effective way to market your product based on a variety of objectives.

Withclearly dened goals and an understanding of the desired end result, Facebook advertising can support a variety of

campaigns from brand awareness to gauging customer sentiment.

Byanalyzing the right metrics for each Ad Set and following some basic guidelines - such as precise ad set scheduling,

advanced targeting, and pausing underperforming campaigns - you will be driving your Facebook advertising to achieve

goals that drives successful marketing.

Toget more out of your Facebook advertising efforts, contact a Socialbakers ad expert today at [email protected].

Conclusion
mailto:advertising%40socialbakers.com?subject=mailto:advertising%40socialbakers.com?subject=http://ads.socialbakers.com/

6 facebook advertising tips

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