Advertising as a business owner or marketing team on Facebook is easier said than done, even if you have unlimited funds. There is more to this than wasting money and waiting to arrive at eligible traffic and successful lead generation.
You need to identify a target market, come up with brilliant ideas for segmented campaigns so you can interact with all consumer niches, and produce great strategies at all stages of the digital advertising funnel, generating powerful creatives. Instead, the promotions need to be well conducted.
To reduce the burden on your shoulders, there are many Facebook advertising tools available that can enhance and streamline your Facebook ad campaign process, saving you time and help you achieve your desired results much faster.
Facebook Native tools
Facebook’s audience Insights
Audience Insights is not a new tool, but over the last year, the features and data available have changed considerably. Facebook has restricted access to information and excluded analytics, financial data and data obtained by other third parties by custom audiences. Audience Feedback also allows two very important roles to get a deeper understanding of the audience saved.
To get started with Audience Insights, determine whether you want to profile a saved audience consisting of all Facebook users, or only profile the people linked to your account. Notice that in order to provide reliable insights, Facebook needs a large number of data, so pages with less than 10,000 followers might not be able to access any insights.Once you have selected your demographic info for your customer in the left column, here are the two places that can reveal the most about your audience.
The activity tab- The Activity tab tells you how likely the audience is to perform any activity and compares it to the average number of times that someone performs that activity over 30 days on Facebook.
The Page Likes tab – The Page Likes tab indicates which pages the chosen audience would most likely be concerned within those categories. When the audience likes restaurants, it reveals the brands they really prefer. Reading magazines shows which magazines they want.
Look for ways to segment the campaigns potentially, and build effective strategies accordingly. If you are selling chairs to B2B companies and noticing that you have a heavy accountant demographic, create a campaign targeting accountants and CPAs and opt for a copy such which appeals to the users and draw their attention.
The more specific the marketing campaigns are, the better, and the feedback you get from the audience will help fill out the audience and what they want to see.
Facebook’s Test and run tool
Split testing of your advertisements on Facebook is key to learn how best to automate your advertising. But because Facebook advertisements have so many moving parts it can be difficult to come up with fair and equitable research. Also understanding what to check and how to perceive the results is hard.
The Test and Learn tool on Facebook helps you identify and measure learning through a series of simple split tests. You can choose from several different surveys, allowing you to ask questions of people who have seen your ad in the past and evaluate its overall effect. Facebook will then provide you with the test results, along with suggestions for future campaigns. tests which you can run using the Test and Learn tool
Conversion Lift: This test measures all of the successful Facebook ad campaigns and determines which campaigns in a conversion event including transactions or app installs deliver the largest elevation. Facebook suggests running this test over 4 weeks and averaging over that time to a total of 100 conversions.
Brand Recall or Brand Lift: Facebook will test users who are exposed to your brand awareness campaign and test them to see how much they have seen your advertising, are aware of your brand, like your brand, or have your brand at the forefront of other brands in your market. A brand recall test requires a minimum of $14,000 spent over 30 days.
Campaign Optimization: This test compares two successful Facebook campaigns and shows you who drives the most conversions or conversions at the lowest cost.
Sometimes these test results can be difficult to interpret, particularly if the only people who respond have happened to be in the small percentage that has had or has not had an effect from your ad, but this is a fantastic tool that can provide valuable insight.
Facebook’s split testing tool
Split testing – also known as A / B testing – is Facebook Ads’ backbone. Any PPC campaign is very highly dependent on regular split testing, allowing you to try out various approaches, creatives, targeting parameters, and more to see what combination resonates best.
The Facebook Ads Manager helps you to create a split test while setting up Traffic, App Installs, Lead Generation, Conversions, Video Views, Catalog Sales, Reach, Engagement, Emails, and Brand Awareness target ad campaign.
Using the split test feature, Facebook divides the audience randomly and ensures there is no overlap. Then Facebook will check which variable performs better between 1 and 30 days over a specified time span. It’s suggested you run at least 4 days of split testing. When the results are in, you will receive an Ads Manager message or an email with the results.
Select your campaign goal to create a split test for a new campaign, and then select the Create Split Test option. Select the variable which you want to test from the drop-down menu. When your variable has been selected, continue to construct your campaign as usual, by choosing your target and distribution options.
You can only choose one variable at a time but the split test will allow you to immediately build several campaign variations to test those variations quickly and accurately. This is a formidable asset. You don’t have to recreate campaigns or try to create them all over again — you just have to flip a switch and add in the extra content. This improves result precision and greatly speeds up the operation.
Utilize split testing and function through elimination processes. Check various content, new markets, specific placements and even solutions for distribution optimization regularly. Sometimes our instincts are right, but sometimes the outcomes surprise us and continuous testing is a must with constantly shifting marketplaces, Facebook best practices and consumer behavior.
Facebook’s Budget optimization tool
Figuring the Facebook Advertising budget overall can be overwhelming enough, let alone attempting to maximize the budget for each individual ad, with so many falling under several different campaigns. Enter the native budget optimization tool on Facebook. By using the Campaign Budget Optimization tool, you are assigning a total advertising budget instead of allocating a budget per ad campaign on Facebook. Facebook then optimizes your budget and spends it to hit your goal with the highest-performing ad package.
You get to control the spending on every ad set, giving you more control, but the automation factor here is nice. This saves you from the need to play Tetris monetary bidding because Facebook just knows best in some of these situations. Facebook describes that, when you build a campaign, they know better where the real-time opportunities across your ad sets are. So Facebook’s ability to optimize the budget will deliver better results.
Unfortunately, there is a catch with the method for budget optimization. It can’t be used simultaneously on a campaign when you’re also using a native split test tool. You have to select one or the other so that the budget optimization function is better used on a solid campaign that has already gone through testing and is running for a longer period of time at the moment.
Unlike a split test, Facebook doesn’t proclaim a campaign budget optimization winner. It continuously updates and optimizes campaign spending across ad sets to get the maximum number of results based on your target and bidding strategy.
Facebook’s Ad library
Facebook’s Advertising library, which had previously been released in May 2018, featured only political or policy-related advertisements, but now displays all current advertising about everything, as well as inactive political and issue advertisements. It shows page creation dates, mergers with other websites, changes in the page name and where a page is handled, and the ability to report a policy infringement ad — all of which will be noticeable on the new transparency tab on all pages.
Facebook’s ad library is supposed to be a resource for users to boost transparency, but it’s an excellent strategic analysis tool when used properly. The ad library will show you what ads your rivals are running, or have been running, in the past. They will show you active as well as inactive campaigns and all you need to do is type in a brand name, keyword or general industry to start prying. Consider the strategies your competitors are using, particularly their successful campaigns. It will provide you with insight into what kinds of ads they use to appeal to their audience, what incentives they use to drive sales, and their overall strategies.
The ad library is still not ideal, as a short reminder. There’ve been plenty of such cases where users have gone to do research, and the library doesn’t display advertisements for a brand that are confirmed to be running for reality, so it’s not foolproof (at least still not). Nonetheless, as long as you can benefit from the ads you can see, this is still a fantastic resource for competitor analysis.
Once you have created a profitable advertising campaign for Facebook, you can scale it accordingly. Perhaps you want to invest more on the plan. Or, maybe you need to step back because you can’t handle all of the business that you’re getting and lead generations. It depends on you.
Finding opportunities to save time when developing and optimizing the campaigns is always a bonus, but it feels like a no-brainer to be able to do it for free and natively (which means no complex integrations). If you run or even consider your own ad campaigns, then the way to go is to use these native Facebook tools.
It’s a good idea to prepare and follow some best practices before using any of these Facebook tools to ensure you are using the right type of test to optimize your ad campaigns and get useful data to help you make your next decision.
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