I have been running Facebook ads since 2013. I have worked with 6 figures businesses, million dollar businesses and even solopreneurs just venturing into the Facebook ads world.
Facebook ads work, period. If they are not working for you, either you haven’t given them enough time, or you need to make some adjustments in order to optimize them in the best way possible.
In the post, we are going to talk about the Facebook ad hacks that can help you not only better analyze your ads, but also help you identify ways to make your ads better.
The first hack is to conduct an audit of what you already have in place. If you are starting from scratch, go through these questions once you have build up your campaign.
These are the questions you need to be asking while conducting your audit.
- Is the offer named correctly?
- Does the offer come across as easily consumable and compelling?
- Is the offer solving a problem and helping in achieving a desired result?
- Does the copy speak to the struggles or desires of the target audience?
- Does the copy offer a specific call-to-action?
- Is the copy clear and concise?
- Does the copy speak the language of the audience
- Is the creative aligned with the brand and brand colors?
- Does the creative match the message in the copy?
- Does the creative evoke emotions?
- Is the targeting too broad or too specific?
- Does the creative and copy call out the right people?
- Is my pixel tracking all actions taken in the funnel?
- Is my campaign objective aligned with my business goals?
- Does my ad have enough impressions for me to choose Conversions as my campaign objective?
- Do I need to pause any campaign?
- Are ad sets competing with each other?
- What ads are performing best? Are they statistically significant? Can I optimize them further?
- Is the Cost Per Conversion aligned with my ad spend and revenue goals?
- Is my landing page optimized?
2. Season your pixel
When you first start running Facebook ads, your pixel is new and Facebook is going to take some time to familiarize itself with the kind of people who are visiting your landing page or funnel and converting.
3. Value First
With the Facebook ad space getting crowded, it is becoming increasing important to share value before you ask your audience for their email address. Before running conversions ads, you should provide value by running a video or a traffic ad sharing your blog post, and then creating an audience of people who have engaged with your content.
You can then run conversion ads to this audience. This will be a warmer audience, and hence cheaper, and more likely to convert.
4. Landing Pages
Every campaign should have a specific landing page- The landing page message should match the message in your ad. It’s best to create different landing pages for campaigns that are targeting people at different levels in their customer journey.
5. Ad fatigue
You need to update your ad copy and creative once your conversions and impressions start decreasing over time. Also, you don’t want to show the same ad to the same person 100 times. Put a cap on your ad frequency.
6. Videos in retargeting
Videos work great for Facebook ads. Especially for retargeting. When someone looks at your video ad after having already visited your website, that person is more likely to stop scrolling and look at your video.
7. Right- hand column ads work best when retargeting
Right hand column ads are smaller in size and are less visible in general. And so, they work best for retargeting, since it is easier to get someone to click on a less visible and smaller ad when they already know you and have heard of your brand.
8. Create audiences first
This hack can be a game changer. Create all your audiences first, by going to All Tools Audiences Create Audience. When you are creating an ad, just select an audience that you have created and you are all set.
9. Plan your ads for each stage of the funnel before creating ads
You would want to have a plan in place before you start running your ads. Since the success of your Facebook ads depends largely on the right targeting and right messaging, you want to make sure that you have different ads planned for each phase of the funnel. Also, it is great to have the copy, creating and targeting thought out and already created before you go into the interface and start creating ads.
10. Positive emotions
Showing smiling faces and happy emotions in your ad creative works amazingly well. Also, try using some emoticons in your copy, but don’t go overboard with them.
11. Target your existing audience first
Targeting your existing audience by using an email list to create a custom audience not only costs less but it will also help you garner likes and comments initially on your ad which will boost the engagement for your ad.
12. Exclude converted audience
You do not want to show the ad to someone who has already converted. Save some money here. When you create your audience, you can exclude people who have already purchased from you, by installing the Facebook pixel on the page that is shown after purchase is completed and then removing people who have visited that page.
13. Simple ads
Keep your ads as simple as possible, simple language and uncomplicated creatives work best. You might want to test long form vs. short form copy for your particular niche. I’ve found that for my clients and me, short copy always works best.
14. Separate ads for separate audiences
Like with landing pages, make sure you create different campaigns, with different messaging for different audiences.
15. Call to action
Use a single call-to-action throughout the ad and landing page. Keeping your landing page coherent with the ad helps to increase your ad relevancy score.
16. Campaign budget optimization
Come September, Facebook is going to do away with ad group-level budgeting which means you will have to set your ad budgets at the campaign level.
Facebook will split up your budget among ad groups based on what they believe is performing best.
The easiest way to get used to this change is by setting ad budgets at the campaign level for any new campaigns you create so that the transition becomes easier for you.
Here is what Facebook says about this feature, ” Campaign budget optimization is a way of optimizing the distribution of a campaign budget across your campaign’s ad sets. This means we automatically and continuously finds the best active opportunities for results across your ad sets and distributes your campaign budget in real time to get those results.”
17. Running Facebook Messenger Ads
You’ve probably heard about the rage about Facebook Messenger ads. The destination for these kinds of ads is Facebook Messenger.
These ads look like normal Facebook ads, that is, they appear in the New Feed, but when someone clicks on this ad, it will open up a conversation inside of messenger.
So instead of the destination being a landing page or a sales page, the destination is messenger.
Using this ad, you are opening up a conversation with your target audience.
Since not many brands are using these ads, the cost per click and cost per conversion is lower for these ads.
They also give you a chance to build a personal connection with your audience almost immediately.
18. Running Instagram Story Ads
If Facebook ads are not working for you, you should try out Instagram story ads. These work great for increasing Instagram followers, getting email subscribers, as well as selling low cost products right from the ad.
Video ads and image ads, both work great.
Check out this video where I share a case study about how I got email subscribers for 74 cents from Instagram story ads.
19. Using emojis and multiple font styles
Check out yaytext.com where you can choose different kinds of fonts that can then be copied and pasted on Facebook.
Look at an example below.
Emojis also help your ad stand out in the newsfeed.
The other option is to use brackets to call out your target audience.
For example, if your audience is Influencers, you could call them out by using square brackets and capital letters like this – [INFLUENCERS]
20. Sponsored Messages
You can use sponsored messages to show ads to those who have previously interacted with your Facebook business page through messenger.
The advantage with using these ads is that these people have already interacted with your business page over messenger and hence are considered warm leads. It is always cheaper and easier to convert warm traffic to email subscribers or sales than it is to convert cold traffic.
To create a Sponsored Messages ad, you will need to choose “Messages” as your marketing objective when creating the campaign in the Facebook ads manager.
Check out this article on Sponsored Messages by Techcrunch.com.
21. Stalking competitors’ ads
Did you know you can now see what ads your competitors are running? That’s awesome, right?
Head over to your competitor’s Facebook page, click on the “see more” button next to Page Transparency on the right sidebar of the page.
Scroll down and click on ” view ads library”.
Here, you will be able to look at all ads run by this page.
Your competitors’ ads will give you more ideas to help you create your own ads.
Have you tried running Facebook ads for your business? Share your experience in the comments below.