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12 Ad Campaign Optimization Hacks to Boost Your Performance on Facebook

12 Ad Campaign Optimization Hacks to Boost Your Performance on Facebook

You’ve planned your Facebook ad campaign, set the core parameters, and launched it. But when you check the results, you find out that the ad is not hitting the right benchmarks. Now you are struggling to find a surefire ad campaign optimization fix to boost the performance.

So what do you do? If this is your story, continue reading this article to find out ways of optimizing an advertising campaign on Facebook. Let’s get down to the nitty-gritty.

Hack #1 — Customize your ad for all traffic events

The ultimate goal of every advertising campaign is conversion—to convince a potential customer to buy your products. So, it makes sense that most marketers focus on conversion events as the primary traffic event for their ads.

However, even though conversion is king, you must also consider that other traffic events like clicks and page visits all affect conversion. Think about it; the shopper can only buy your product if they are able to visit your product website.

By this logic, you should optimize your ad for specific traffic events to find the one the optimal option. If you cannot find your traffic event among the default options, consider creating a custom conversion event with a unique name in the Ads Manager dashboard.

Hack #2 — Optimize your target audience to improve the ad relevance score

The limited scope of your chosen target audience might also be the reason your Facebook ad is performing below par. If your target audience pool intersects with your customers, your ad’s performance will take a massive hit.

The solution is to create custom audiences by tapping into your core audience as well as other lookalike audiences similar to existing customers.

Besides, Facebook considers ad relevance when displaying your ads. As a result, having a low relevance score means that your ad will not reach the minimum amount of impressions needed to propel your ad's performance.

But there is a fix: use Facebook’s ad relevance diagnostics chart to troubleshoot your ad. This tool will help you boost the quality, engagement, and conversion rankings for any advertisement.

Hack #3 — Choose the correct ad format

Facebook offers a wide variety of ads, but you don’t have to use them all. Some ad formats generate better leads than others, depending on your business objectives. So, always choose those that your audience will resonate with.

Check out some ad formats that you could choose from:

  • Image and video ads
  • Facebook offer ads
  • Carousel ads
  • Messenger ads
  • Poll ads
  • Instant experience ads
  • Dynamic ads

If your image ads are not performing up to expectations, you could switch to carousel ads to increase engagement and, by doing so, boost conversions. If you have yet to decide on the ad format for your campaign, you can try multiple versions to find out which one works best.

Hack #4 — Optimize your ads for mobile devices

Facebook has over 2.93 billion active users; 98% of them use Facebook on their mobile, while 2% use desktops and tablets. Looking at the numbers will show you that you should optimize your ad for mobile.

What does this entail?

Your audience should be able to view the ad on their smartphones without any issues. You should also re-design your landing page to make it user-friendly. By doing so, your ad will reach a wider audience pool of mobile browsers.

That said, you also need to optimize the ad display for desktop because you can never tell where someone will run into your ad.

Hack #5 — Avoid low-quality ad content

Facebook has strict content guidelines, which focus primarily on getting rid of malicious and “low-quality” content in favor of valuable and informative content. So, if your ad copy meets all the guidelines for quality, it will achieve peak performance.

Some attributes of low-quality content to avoid when crafting Facebook ads include:

  • Sensationalized language
  • Engagement bait
  • Controversial content
  • Misleading claims
  • Sexually-explicit ads

If your ad’s written or visual content portrays any of the attributes mentioned above, change it with a Facebook-friendly alternative. Otherwise, low-quality content will harm not only the ad relevance score but also your brand’s reputation.

To be on the safe side, spend time figuring out how the Facebook Ad Library works. You can borrow examples from competitors and successful brands like Boohoo when optimizing your own campaign.

Hack #6 — Use the Dynamic Creative tool

Creating different dynamic creatives can help you meet campaign optimization Facebook benchmarks easily. It can also help you visualize and upload multiple versions of your ad copy.

But what is a dynamic creative?

A dynamic creative is a variety of combinations for the same creative asset which is used for an ad campaign. When the “Optimize Creative for Each Person” option is active, Facebook can help you optimize the ad set in the following ways:

  • Make minor changes to image thumbnails.
  • Apply a template to your creative elements for Stories.
  • Create a Stories carousel ad based on a single image or product catalog.
  • Swap text between fields, such as primary text and headline.
  • Optimize your ad destination between your website and your shop on Facebook or Instagram.

To optimize your ad campaign, use the Dynamic creative tool to build several copies of your ad. Campaign automation tools like AdBraze can also help you craft dynamic creatives for your Facebook ad. You can also use these tools for A/B testing.

Hack #7 — Implement A/B testing

Just like dynamic creatives, most people think of A/B testing as a one-off solution for improving ad performance. But the truth is that you need to conduct regular A/B tests and optimize the results.

Don’t limit A/B testing to your dynamic creatives; spread it across all advertising parameters on the Ads Manager platform. For instance, you can run A/B tests for your ad captions to see which one gets more engagement (clicks).

Regardless of the parameter you test, always focus on one variable at a time in order to pin down the best course of action for optimization. Ads automation tools like AdBraze can help you run A/B testing on creatives and captions to obtain better ad copy results.

Hack #8 — Use excellent visuals in your ad copy

For your ad to lead to conversions, it must pass the eye test first. Nobody will click on an ad that doesn't grab their attention—and you only have 3 seconds to convince them to do so.

That’s why you need excellent imagery to tell your audience a story. Use high-res images in your ad to convey a sense of legitimacy. GIFs will also add dynamism to the storytelling.

Then you have to think about color. Every color in your ad copy conveys a message to the viewer. For example:

  • Red — danger and warning
  • Yellow — warmth and vibrance
  • Green — freshness and life
  • Blue — calmness

So choose a color that tells your brand’s story by conveying the right emotions and sentiment. Most importantly, keep the text to a minimum—the image or video is already telling the story.

Hack #9 — Optimize the ad budget

You can boost your ad performance by expanding your budget. But throwing money at the problem is not always the right course of action.

First, you need to identify your Return On Ad Spend (ROAS)—the total ad expenditure divided by the ad campaign cost. By identifying your ROAS, you can now decide by how much you should increase your ad budget.

For this reason, Facebook provides the Campaign Budget Optimization (CBO) feature for campaigns with more than two ad sets.

A representation of Facebook’s ad campaign budget optimization (with and without)

Source: The Search Engine Journal

Follow these tips to implement campaign budget optimization:

  • Visit the Ads Manager platform.
  • Select the campaign you want to edit.
  • Pause the ad.
  • Click on “Edit.”
  • Change your ad campaign budget.
  • Click “Publish and Close.”

Voila! You have changed the ad budget. The changes will reflect after 15 minutes.

Hack #10 — Add clear CTAs

After choosing the suitable ad format, increasing your budget, and optimizing your ad for mobile devices, the next thing is to choose a clear CTA. Most advertisers omit this part under the assumption that users will click on the ad if it is catchy enough.

But that’s not how social media advertising works. If you want an online shopper to visit your page, you must spell it out in the ad using a call-to-action. If you want the person to visit your page, your CTA should say “Visit Our Page” — or something in that variation.

Otherwise, the shopper will watch the ad without engaging or interacting with it, thereby harming your conversions.

You can choose a default call-to-action button for your ad in the Ads Manager dashboard.

Hack #11 — Stay consistent across all marketing channels

Consistency involves showing up regularly and staying evergreen in your customers’ sphere of interest. It also involves getting your timing right when placing Facebook ads targeted at your specific audience demographics.

But at the same time, you need to maintain consistent brand identity across all marketing channels. Your brand identity—colors, tone of voice, imagery, and other visual elements—should be the same regardless of the ad format.

When you develop a consistent online presence, your audience will connect with you on a personal level. They will be able to differentiate your ad copy from your competitors’ because it has a familiar feel.

So when you combine perfect timing with a consistent brand identity, you will get a foolproof recipe for optimizing your Facebook ad campaigns.

Hack #12 — Track ad performance metrics

People lie, but numbers don’t—not if you are tracking the right metrics. The best way to determine what is affecting your ad’s performance is by tracking the metrics.

Some Facebook ad metrics to track include:

  • Conversions (most important)
  • ROAS
  • Relevance score
  • Impressions
  • Clicks
  • Views
  • Page visits
  • Frequency
  • Click through rate (the ratio of clicks to views)

Facebook’s Ads Manager Account Overview page provides detailed analytical data about your campaigns. You can also use the Ads Reporting tool to create and share ad performance reports. For advanced Facebook benchmark analysis, use tools like AdBraze.

But what will you do with all this data?

For starters, you need to track the right benchmarks to understand the performance. Then you can convert the information to actionable insights from which you can obtain recommendations to help you improve your ad’s performance.

Outro

Boosting your ad performance on Facebook also improves your potential return on investment. But you need to identify why your ad is underperforming by using analytical tools for Facebook ads. Always ensure your ad contains high-quality content that your audience will find relevant. And most importantly, use clear CTAs to tell them how to engage and interact with your ad copy.

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