Best Facebook Ads Tricks to reach More audience
Tool for Facebook Advertising Optimization
There are numerous articles on Facebook ad optimisation.
However, the majority of them contain basic advice such as “Install a Facebook Pixel” or “Create a Facebook audience.”
Isn’t that not very helpful?
The term “optimisation” implies that your campaign’s results will improve as a result.
It distinguishes the successful unicorn advertising campaigns from the rest.
This guide will teach you how to:
- Increase the click-through rates on your ads (CTR)
Reduce the cost-per-click of your ad campaign (CPC)
Reach out to even more high-return audiences.
Reduce your cost-per-acquisition (CPA)
Increase your sales without increasing your advertising budget.
If you want to outperform your competition and reach all of your target audience members, you must optimise your campaigns both before and after they are published on Facebook.
The good news is that your time and effort will be well spent.
So, what exactly are these 12 effective Facebook ad optimisation hacks I’m referring to?
Continue reading to find out!
- Increase the number of likes and shares on your Facebook ads.
Likes and shares on your Facebook posts (and ads) are pure social proof. If other people like the advertisement, it must be a good product.
When creating a Facebook ad campaign, you have two options, the default of which is to create new ads for each ad set and campaign.
The “Use Existing Post” option is frequently overlooked.
It is, however, an extremely efficient method of optimising your ads’ likes and shares.
The “Use Existing Post” option allows you to combine all of the campaigns’ post engagements into a single ad.
If you’ve ever wondered how some advertisers get hundreds or thousands of likes on their Facebook campaigns, it’s likely that they’re using the same optimisation hack.
The simplest way to create multiple ad campaigns from the same promotional post is to first publish it on your company’s Facebook Page.
You can then select this post whenever you create new ad campaigns or A/B test variations.
- Employ the FTO (fast take off) technique.
It may take a few days before you have enough campaign results to begin optimising.
Campaign launch can take some time, especially when working with a small budget:
That’s why I like to use the fast take off — or FTO — tactic to speed up the optimisation process.
The FTO method works as follows:
Assign Daily or Lifetime budgets that exceed your planned budget when launching a new campaign.
You don’t want to use Accelerated Delivery because Facebook will prioritise ad delivery speed over quality and cost.
After your ads have received 10,000 or more impressions, you can assess what is working and what needs to be improved.
After the initial campaign launch, you can reduce your budget to match your total budget.
However, keep in mind that after each new edit, you must give Facebook at least 24 hours to adjust the performance of your ads.
Consider waiting at least 24-48 hours after making significant changes to your campaigns before drawing any conclusions.
- Improve your ad schedule
Are your Facebook campaigns running around the clock, reaching out to your target audience regardless of the time or day of the week?
Analyzing your Facebook ad accounts is an important part of Facebook ad optimisation. And I’ve noticed that some days and hours always outperform the rest.
Go to your Facebook Ads Manager reports and use the Breakdown menu to break down your campaigns by Day to see which weekdays contribute the most conversions at the lowest CPA.
You can determine the best time for advertising by analysing the performance data from multiple Facebook campaigns.
Next, you can schedule your campaigns so that they only reach your prospects when they are most likely to respond.
We have an audience inspector tool in Alischolars that allows you to identify the best performing time of day for your campaigns.
This data enables you to quickly see which hours of the day (in either the impression time zone or your ad account time zone) are performing the best based on the KPI that is most important to you.
You can then use this data to create a dayparting schedule for your campaigns, ensuring that they only run during the most active hours of the day.
Another reason to run your ad campaigns on a custom schedule is to reduce ad frequency – people will see your ads less frequently and will not become bored with them as quickly.
AdEspresso allows you to create custom optimisation rules that can serve as a “frequency cap” for all of your campaigns!
- Use ad rotation to combat ad fatigue.
AdEspresso investigated the impact of ad frequency on the CTR and CPC of Facebook ad campaigns. Here’s what they discovered:
The more people who see your advertisements, the more bored they will become.
This means that after your target audience has seen your Facebook ad four or more times, the CPC will skyrocket.
So, how can you optimise your Facebook ad campaign so that people don’t get tired of seeing your ads?
Here’s a quick Facebook ad optimisation tip for avoiding ad fatigue:
Create several ad variations using various Facebook ad designs.
Create an ad campaign with multiple ad sets and different ads, and set each ad set to run on a different weekday.
People will see a different ad every day, and your ads will not appear repetitive.
This optimisation hack is particularly useful when running campaigns with small audiences, such as remarketing campaigns.
In that case, people may see your ads several times per day, so you should take special care not to repeat a single ad creative.
- Improve your ad placement
When advertising on Facebook, the placement of your ad has a significant impact on your advertising costs.
So much so that, according to AdEspresso data, the CPC can vary by more than 550 percent depending on ad placement.
Log in to Facebook Ads Manager and use the Breakdown menu to sort your campaigns by Placement to find your top-performing ad placements.
Once you’ve identified your top-performing ad placements, optimise your campaigns accordingly:
Increase your bids on the most profitable ad placements.
If an ad placement falls short of your expectations, simply remove it from your ad set.
- Always A/B test your concepts.
Finding out what works is an important part of Facebook ad optimisation.
And what better way to find new top-performing ad creatives, messages, or audiences than to run a quick Facebook A/B test?
AdEspresso, for example, tests new ad designs on a regular basis.
However, not everything should be A/B tested.
When looking for Facebook ad A/B testing ideas, consider which ad element will have the greatest impact on CTR and conversion rate.
I recommend that you begin by testing:
Ad design Ad copy, particularly the headline
Offer of exceptional value
Buttons for taking action
Methods of bidding
Objectives of the campaign
- Put highly differentiated variants to the test.
Many Facebook advertisers make the error of testing too many ad elements at the same time.
Before drawing any conclusions from your experiment results, you must collect at least 100 conversions (i.e., clicks or leads) per variation. Even better if you can wait until each variation has 300 or 500 conversions.
Waiting for so long can be extremely frustrating when working with a limited advertising budget.
Use the following formula to discover new engaging ad elements faster:
First, test 2-3 highly distinct variations to determine which general theme works best.
In the next Facebook A/B test, take the winning ad from the first test and expand on its variations.
You save the time and resources you would have spent A/B testing multiple variations of all your initial ideas this way.
- Choose the best campaign goal
The first choice you’ll have to make when creating a new Facebook ad campaign is the campaign objective.
The campaign objective informs Facebook about the ultimate goal of your advertising campaign and assists its algorithms in optimising ad delivery for the best results.
In essence, you’re instructing Facebook on how to optimise your ad campaign automatically.
Choosing the right Facebook advertising goal during the campaign setup process is critical because it will determine the delivery and cost-per-result of your ads.
But how do you know which of the 10+ campaign objectives to choose?
Always select a campaign objective that corresponds to your advertising objectives.
Select the “Conversions” objective, for example, if you want new trial signups.
Alternatively, if you want to raise brand awareness in a specific location, choose the “Local awareness” objective.
This way, Facebook will know how to optimise the reach and ad delivery of your campaign.
- Remove the word “converted” from your target audience.
Optimizing your Facebook and Instagram targeting is another way to increase the reach of your campaign without breaking the bank.
It makes no sense to keep showing the same ads to someone who has already taken advantage of the offer. These leads should be advanced through your marketing funnel and targeted with new messages.
For example, if you’re promoting a free eBook and someone downloads it, you shouldn’t waste more ad money showing your ad to them again.
Instead, you can create a Facebook Custom Audience of the converted and exclude them from the audience of your campaign.
To exclude previous conversions from your Facebook audience, do the following:
Create a Custom Audience of individuals who have visited specific web pages (e.g. your thank you page or a blog article)
When creating your ad campaign, use the EXCLUDE feature to avoid targeting people who have already converted on this particular offer.
- Configure auto-optimization rules
Did you know that you can use Facebook Ads Manager to create automated optimisation rules?
This function is known as Facebook Automated Rules. And it’s free for anyone who advertises on Facebook.
If the rule conditions are met, four things can happen automatically:
Turn your campaign, ad set, or ad off.
Send an alert to the ad manager.
Budget adjustment (increase/decrease daily/lifetime budget by…)
Manual bid adjustment (increase/decrease bid by…)
And, while Facebook is busy optimising your ads based on your preset rules…
…you can shift your attention to brainstorming new campaign ideas.
Set up Facebook auto-optimization rules as follows:
Navigate to Facebook Ads Manager.
Choose one or more campaigns, ad sets, or ads.
In the right-hand menu, select “Edit.”
Select the “Create Rule” option.
Configure the conditions of your automated rule.
For example, you could instruct Facebook to pause any ad that receives 5 ad views.
Alternatively, lower your bid on ad sets with a high cost-per-result.
I also recommend that you set up an email notification to receive a summary of the last 24 hours of automated changes to your campaigns.
- Make use of geo-targeting
If you own a physical store, you should definitely take advantage of Facebook’s geo-targeting options.
Geo-targeting allows you to show advertisements to people who live in a specific geographical area. This can produce excellent results because the more relevant your ads are to your target audience, the more likely they are to convert.
If you already use Facebook local awareness ads, you are aware that geo-targeting works by allowing you to target audiences in specific locations.
You can target advertisements based on…
Country State Province City Congressional district Radius Zip code
What you may not realise is that geo-targeting can be used to attract high-value customers.
High-value customers can be a boon to your business, whether you’re a cake shop looking to sell your cakes for high-end private events or a stationery shop looking to position itself as a luxury brand.
The best part is that you won’t have to increase your advertising budget.
Let’s take a look at how everything works.
To begin, create a new ad and set it to target a specific geographic area.
In this example, we used the Drop Pin option and set the radius to one mile. Assume we’re a real estate firm looking to break into the Manhattan real estate market, and our target demographic is first-time home sellers.
As you can see, this will show our ad to 710,000 people — most of whom will be irrelevant.
So, how do you cut them down? Here are four options.
1: Behavior and demographic targeting
We focus on people who are “likely to move” according to Facebook data to narrow the target for our real estate company.
We also narrow the age range to exclude people who are too young to be thinking about selling their homes.
Finally, we established an income range and a nett worth target. However, we leave a wide range to determine which demographic our ad performs best with.
This reduces our target audience to a much more manageable 2,800 people, which is fantastic for optimising your Facebook campaign budget.
2: Geographic exclusion targeting
Assume we decide to divide Manhattan into regions and assign one to each team member. Each realtor is in charge of Facebook ad optimisation in their area.
In this case, excluding regions by zip code is a good option, as shown in the image below.
You can also exclude multiple zip codes, but as this example shows, if you narrow your target audience too much, Facebook will not be able to run your ad.
3: Geographic behaviour targeting
Of course, people who are in the same location are there for various reasons.
Some live there, while others visit or have recently passed through — which demographic you target depends on what you’re selling.
Fortunately, Facebook gives you the option to select so that your ads are shown to the most relevant people.
4: Custom list targeting
If you know where your ideal customers live, another option is to use custom lists to reach out to them.
You can, for example, target multiple zip codes based on your targeting criteria. That could be the zip codes with the lowest house prices in the country for our real estate company.
We can target potential high-value customers in different parts of the country using this information.
- Be inventive
I know you already know this, but it bears repeating.
Even with all of the amazing optimisation hacks I just demonstrated, you still need to stand out in the noisy world of Facebook ads.
This is why. People notice an entertaining advertisement before they know what it’s about, and then they read the copy.
It pays to be inventive. It is beneficial to think outside the box.
Let’s take a look at a successful Facebook ad from Promo by Slidely to see how well creativity pays.
Promo is a B2B company that specialises in video marketing, so it’s only natural that they chose a video for their ad campaign.
What makes it brilliant is that they chose a cute little kid dancing instead of the sleek, professional angle you might expect from a B2B business.
Not only is he adorable, but small business owners may find his erroneous dancing to be an analogy for how running a small business can feel.
Most importantly, it makes us laugh while also appealing to the audience’s pain points and promising solutions, making us want to learn more.
Here’s the complete ad, along with the copy:
The results speak for themselves in terms of engagement: 2.2 million views, 4.2 thousand reactions, 594 comments, and 509 shares.
Was the campaign, however, a success?
Promo’s campaign goal was to get people to sign up for free trials.
And they were successful: their CTR increased by 42% compared to previous campaigns, demonstrating that creativity is more important than ever for conversions.
Case Study #1 of Facebook Ad Optimization: AURA QUE
When COVID-19 hit the UK in 2020, AURA QUE, a UK-based brand that imports quality, handmade Nepalese products, faced a crisis.
As a wholesaler, the majority of the company’s business came from trade shows, where retailers placed orders for the upcoming season.
As part of the response to the pandemic, trade shows were cancelled, and the closure of retail businesses impacted their suppliers as well.
As a result, AURA QUE lost 96% of its revenue.
Knowing they needed to act quickly in the face of these new circumstances, they implemented a direct-to-consumer eCommerce strategy and used Facebook ads to target new customers, as advised by AdEspresso.
They did the following:
With a Shopify website and a Facebook business page already in place, AURA QUE was able to launch their first ad campaign quickly.
Due to the fact that people in the United Kingdom were under shelter-in-place orders, they decided to promote items for wearing around the house, beginning with these eco slippers:
Knowing that many people were baking during the lockdown, it made sense to promote homeware, such as these kitchen gloves:
They also remarketed to prospective buyers by using dynamic ads to remind them of the items they had previously looked at.
They then enticed them to complete the purchase by offering a 10% discount:
Why it was successful:
AURA QUE quickly identified current trends in movement restrictions and then marketed these items to a targeted audience.
They then optimised their audience by creating a lookalike audience based on previous Mailchimp customer profiles.
They accomplished this by utilising AdEspresso’s data syncing tool, which allowed them to create their lookalike audience in a matter of minutes.
AURA QUE achieved spectacular results by optimising their target audience.
They had recovered the revenue lost from trade shows in just one month by replacing it with online retail purchases — all while spending less time and money.
Other outcomes of the campaign included:
320 times the number of Facebook post impressions
15% more likes on your Facebook page
Increased website traffic tenfold More email subscribers
Emma Kate Co Case Study #2: Facebook Ad Optimization
Designer Emma Kate founded Emma Kate Co, a travel-inspired stationery and lifestyle brand.
Her most popular items are annual planners, so the majority of her sales occur in the second half of the year.
Knowing this, Emma sought assistance from AdEspresso to maximise her visibility during this critical period in order to increase pre-orders and sales.Best Facebook Ads Tricks to reach More audience
They did the following:
Emma chose to participate in the Alischolars Concierge Program.
Emma was able to split test multiple video and photo ad designs and select winning strategies to optimise her campaigns using AdEspresso tools.
She also created custom audiences to remarket to people who interacted with her page but had already converted.
She also split-tested her audiences based on their interests, then combined the results with lookalike audiences to create fully optimised audiences.Best Facebook Ads Tricks to reach More audience
Why it was successful:
Emma was able to quickly select the best-performing ads by split testing them and using AdEspresso’s analytics tools.
Simultaneously, by optimising her audiences, Emma was able to discover the winning combinations for targeting her ideal customers.Best Facebook Ads Tricks to reach More audience
Emma began working with AdEspresso in 2018, and she sold three times as many planners that year.
Not only that, but they were all gone by early November.
Emma repeated her success the following year, increasing her sales threefold and selling 95 percent of her planners before Christmas.Best Facebook Ads Tricks to reach More audience
Facebook ad optimisation is a never-ending cycle of trial and error. While it is not an easy process, it is well worth the time and effort because Facebook ads are still one of the most effective ways to reach new customers.Best Facebook Ads Tricks to reach More audience
Facebook accounts for 80.4 percent of social referrals to eCommerce and other retail sites, and the average Facebook user clicks on 11 ads per month.Best Facebook Ads Tricks to reach More audience
Using the Facebook ad optimisation hacks outlined in this article will allow you to improve ad performance without increasing ad spend.Best Facebook Ads Tricks to reach More audience
How do I create a Facebook conversion ad?
How to Execute a Conversion-Oriented Facebook Ads Campaign
1 Conduct broad tests before focusing on a specific audience group. Facebook’s strongest suit is its targeting capabilities.
2 Perfect your landing pages.
3 Improve your use of Facebook’s ad formats.
4 Increase conversions by using “overlap targeting.”
Why are my Facebook ads no longer converting?
One reason your Facebook ads aren’t converting is that you’re targeting people who could be your ideal customer in the future with the incorrect ad for where they are in the customer journey. The ad copy is more appropriate for people who are much further down the marketing funnel.
How do I write copy for my Facebook ad that converts?
How to Write Effective Facebook Ad Copy
1 #1 Make sure your copy complements your images.
2 #2 Check that your copy matches the goal of your campaign.
3 #3 Smaller audiences mean more effective advertisements.
4 #4 Use straightforward language that even a third-grader can understand.
5 #5 Make use of the power of social proof in your advertisements.
Make it emotional. 6 #6
Do Facebook ads result in sales?
Driving customers, not just visitors, to your landing page is the most effective way to increase sales. A conversion-based Facebook ad campaign is a great place to start. You can reach an audience that is interested in your offer by using Facebook’s advertising platform.