Four ways to boost your Facebook ad performance

May 8, 2018 Elliott Moore

Unless you’ve been living under a rock, you already know that Facebook campaigns are a fantastic way to reach your audiences and promote your business. However, for many brands, having access to 2.2 billion monthly active users and so many ad types can be extremely daunting!

Here are four ways you can boost your Facebook ad performance and make your campaign as effective as possible:

1. Be inclusive

Make sure you keep your audience segments wide rather than being too specific. Create an “all visitors” segment, as this will grow your audience size and help you discover more customers along the way. You should also take advantage of URL-based audience matching. This is a great starting point, as these people have usually visited your website or shown interest in your products before.  

Don’t lose people in the specifics. If you want to promote a particular product to a customer, ensure you are targeting them through a broader campaign as well. For example, a customer targeted to a specific deep link, like a women’s clothing page, should also be included in a broader clothing segment. This allows both segments to grow, while accurately reflecting the visitors within each category.

2. Take advantage of first-party data

First-party data is information that you collect yourself, from customer demographics to how people use your website and what products they buy. Facebook makes it possible to build your own custom audiences by uploading customer lists or other data sources. Don’t limit your options; the more data you supply, the more opportunities you’ll have access to.

3. Cater to your audiences

Create dynamic ads on Facebook that specifically target your audiences. Dynamic ads automatically promote products to people who have already found your website, app, or product online. Lead ads are also extremely effective, as they allow you to collect additional information about your audiences. Facebook will create pre-populated user information forms, so people don’t have to leave Facebook to submit the form. There’s no data more powerful than your own data. When you combine that with industry best practices, it can yield phenomenal results. Brands that leverage these tips well can expect stronger performance and even better business results for every Facebook campaign.

4. Stay on track

Facebook ads are unpredictable, so it’s important to keep track of how your campaigns are performing. We suggest using Facebook Ad Manager, as it helps you manage and optimise your campaigns easily. Tracking your performance allows you to tweak content, change ad frequency, and adjust budgets to ensure the ads are as effective as possible.

Consider updating the imagery to make your ad more effective. This will make a huge difference in your audience’s experience, and they are a lot more likely to notice it. Don’t be afraid to play with different hues and shades of your brand’s colors either—this could also affect the ad’s performance.

There are so many avenues to explore when it comes to social media advertising. To further expand your social media marketing strategy, check out this article on how Facebook and Instagram ads can work together.

About the Author

Elliott Moore

Elliott Moore // North America Marketing Manager // AdRoll

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