The average American spends over 2 hours per day on social media platforms, which means advertisers have access to a vast pool of potential customers.
Facebook advertising is becoming more and more important for businesses looking to reach their target audience. But what should you focus on to get the best ROI (return on investment)?
Here are some tips and best practices to ensure your Facebook ads are optimized for success in 2023.
Tip: Prioritize video content.
Video has become one of the most effective ways to engage users on Facebook. According to Facebook’s research, 60 percent of consumers prefer watching videos to reading text, and they tend to share videos more often than other types of content.
Video views also help drive conversions better than any other form of content, which makes sense since Facebook’s algorithm favors videos over images and makes them much easier to share and watch.
Best Practices for Video Ads:
- Shorter videos work better, so keep it under two minutes.
- Include text overlays or closed captioning.
- Include links in the description box so people can click to learn more about the product.
- Make sure the video is optimized for mobile users (vertical videos).
Tip: Reduce keywords.
Using too many keywords in your Facebook ads leads to several problems.
If you don’t target your ad effectively, then you’ll waste money on irrelevant traffic, and therefore spend more to reach your core audience who are interested in what you’re offering.
Too many keywords also cause competition among advertisers, which can also impact your ability to find your custom audience.
If you want to target specific audiences, then using fewer keywords is better.
Best Practices for Using Keywords:
- Use a keyword tool like Google Keyword Planner to help you choose which keywords to bid on.
- Focus on one keyword per ad group, and only 2-3 words at most.\
Tip: Amp up on the number of ads and testing.
Setting up multiple Facebook ads allows you to test different versions of your ad copy, images, and landing pages to determine which version performs best for your business, how users respond to various types of messages, and which has a higher conversion rate.
If one version doesn’t work well, you can easily remove it from your account and try another variation. This way, you don’t waste money on something that doesn’t work well!
Best practices for Testing Ads:
- Use A/B Testing, which allows you to compare two different versions of your ad copy, images, headlines, etc., to determine which one performs better.
- Set goals so you can measure how effective your ads are.
- Measure conversions as well as campaign performance to understand audience behavior.
Tip: Send traffic to a landing page instead of your website
If you want to create a successful Facebook ad campaign, then you need to focus on building high-quality landing pages.
A good landing page helps convert visitors through their focus on the customer journey: provide what they are looking for quickly and easily and invite them to learn more by clicking through to another page, by filling out an email form, or otherwise sending them further into the marketing funnel.
Bottom line: if a prospective customer comes to a landing page, they’re much more likely to convert into a lead.
Best practices for landing page design:
We’ve compiled the best optimization tips in our article: How to Create an Effective Landing Page for Facebook Ads – click through to learn more!
Tip: Make sure you have enough budget.
If you want to run successful campaigns, you must be prepared to spend money.
However, you don’t necessarily need a large advertising budget to start running effective campaigns. Start small and build up from there, but first, take the time to understand how much money you’re willing to spend, your marketing goals, what type of campaign you want to run, and which metrics matter to you.
Campaign budget optimization and campaign strategy are just as important as the ads themselves!
Best practices for budgeting for Facebook ads:
Click through to read our article on How to Estimate your Facebook Ad Costs!
Tip: Broaden your campaign objectives.
For many people, the main purpose of running Facebook Ads is to drive traffic to their website.
However, you should also consider other goals such as increasing engagement, improving conversion rates, and generating leads. Using multiple advertising objectives allows you to target different audiences based on interests, demographics, location, etc., so you can reach the right customers at the right time.
Plus, using multiple objectives for each campaign allows you to test different messages, so you learn even more about what works best for your business and target customers.
Best practices for setting objectives:
- Have business goals in mind before you start running any ads with any objective.
- Make sure that your ad copy matches each objective.
- When selecting an objective, consider how it affects your budget.
With billions of dollars being spent each year on Facebook ads, smart marketers need to take advantage of best practices to maximize the impact of their 2023 campaigns.
Not sure where to start in digital marketing, or looking for more personalized campaign optimization? Reach out to our experts!
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