How to Stop Wasting Money & Get The Most From Your Paid Facebook Advert
Pretty much everyone you know will spend at least a small chunk of their time on Facebook throughout the day, and whether that time is spent mindlessly scrolling through their newsfeed for hours on end, or just snatching a few minutes at a time, there is no doubt that they will see a few paid Facebook adverts along the way.
If you’ve got a business or a service to offer, why not capitalise on this and invest in some paid Facebook adverts yourself? Paid Facebook adverts are a great way to target people who are genuinely interested in what you have to offer, but with so many options offered, it can be hard to know the best way to optimise your paid Facebook adverts for the best results. To help you get started, here are a few suggestions on how to get the most from your paid Facebook advert:
Use different adverts for both desktop and mobile
When you create a paid Facebook advert, it can be easy to just go through the different stages and then publish your advert on both desktop and mobile by default, but these are very different mediums that require different approaches to achieve the best results and should be treated differently.
Set up separate ad sets for mobile and desktop as these will both be used differently by your audience, and some things will work better depending on the medium they are viewed on. For example, mobile adverts should be lighter, more humorous and more direct as people tend to scroll through their phones frequently for short periods of time and are more likely to interact with an ad on impulse; whilst desktop adverts can be heavier and contain more information and still receive good results. Likewise, it is important to run separate ads for news feed and right-column ads, as these should also be optimised in different ways.
If you’re new to the world of paid Facebook ads, then you may not have heard of a Facebook pixel before. A Facebook pixel is a small piece of code that you place on your website and it helps you to track any conversions from Facebook ads, optimise your ads based on data it collected, build target audiences and even remarket to qualified leads (people who have already used your website).
Important pixels to install on your website are the ‘conversion pixel’ which allows you to monitor how people interact with your website after they have viewed your Facebook ad and a ‘remarketing pixel’ which allows you to target ads specifically to people who have already visited your website and who are interested in your product or service. It is this remarketing pixel that allows you to do things like show a customer an advert for a product that they added to a wish list on your website.
Test your adverts
It’s all very well and good coming up with a great idea for a paid Facebook ad, finding the perfect image and text and posting it online, but how do you know that you’re really making the impact you want and reaching the type of people who are interested in what you have to offer? This is where testing comes in, and Facebook makes it really easy to run a whole series of tests on what works best for your advert.
Facebook now allows you to perform a split testing on your Facebook adverts which means you can experiment a bit with the adverts you produce. Split testing is an experiment that involves at least two versions of a single variable that all see the same ad. For example, you can arrange to show the exact same advert to two different geographical areas, or to two different age groups of people to see which responds the best.
Of course, there are all sorts of other tests you can perform, but as long as you are keeping an eye on the results of your paid Facebook adverts and adjusting future campaigns to suit, then you are definitely on the right track.