Facebook Ads Manager is the best way to organize your ads and optimize their performance.
Facebook Ads Manager can make even the most novice marketer feel like a social media pro.
The easy-to-use platform provides a dedicated space to develop and manage your ad campaigns and sets. With Facebook’s detailed analytics, you can optimize your ad performance and increase the value of your ad spend.
Any business utilizing social media ads benefits from using Facebook Ads Manager. It should be your go-to creative hub for organizing and evaluating all your ad placements.
You can assign specific roles for you and your team to effectively manage multiple Facebook accounts, pages, Instagram accounts, business assets, and ad accounts in one place.
The most convenient feature of Ads Manager is tracking and reporting. You can create detailed reports to analyze campaign results in a format that is easy to understand.
Facebook provides data metrics such as:
Review your campaign performance if you want a clear picture of how well you’re doing and what needs to be tweaked. Reporting provides actionable insights that can develop high-performing campaigns in the future.
For example: As a painting business owner, you can use analytics from your ad manager account to determine if more men or women are interacting with your post about which color is winning your “paint color of the year” poll.
Creating an attractive ad with a well-written message won’t do you any good unless it’s reaching the right people. Facebook Ads Manager places your ads in front of consumers who are most likely to love your business.
You can create a target audience within Ads Manager based on:
Laser-focused ad campaigns can increase conversions and stretch your ad budget by avoiding impressions that don’t convert.
Make the most of the resources you already have, such as email contacts and website traffic, to create a custom audience that builds connections with specific users. Facebook Pixel makes it simple to target website visitors based on their behaviors.
For example, you can increase brand awareness if you create ads that retarget website visitors who have left paint samples in their shopping carts.
A clearly defined objective creates a roadmap for the ultimate goal of your campaign. The campaign objective you select will let Facebook know the action you want people to take after seeing the ads in your new campaign.
Three broad categories the campaign objective can fall under are:
The Facebook algorithm uses the information from the objective you choose to show your ads to the people in your audience that are most likely to take that action.
For example, if you want to increase your online paint sales, you will choose Conversions to direct consumers to your website as your campaign objective.
Facebook reach can be a thorn in every marketer's side. On average, businesses can expect 1 of every 20 followers to receive organic content in their news feed.
You can increase organic reach by publishing content that appeals to your target audience and drives interactions, but it’s still pretty limited to your followers.
Facebook Ads Manager has capabilities to maximize your campaign’s reach, such as advanced targeting, custom rules, and ad reporting.
Take advantage of your data on your highest-value customers and create a lookalike audience that is most similar to those people. This will increase engagement, improve delivery, and lower cost per result.
For example: Utilize your CRM to run a report of customers with the most paint sales and run ads targeting a lookalike audience with similar interests and demographics.
Your Facebook ad account enables you to reach audiences that have already visited your website, store, or Facebook page. Personalized ads can automatically show people the content they’re already interested in.
Using a list of people to retarget pulled from Facebook Pixel data or the list of contacts in your CRM, you can build a custom audience based on the actions you want to target. Options include people who engaged with a post or viewed a product on your site but didn’t make a purchase.
Dynamic ads automatically show users relevant content and ad creative across Facebook, Instagram, Messenger, or Audience Network, based on actions they’ve previously taken.
For example: Create personalized ads to retarget customers who viewed the services page on your website but didn’t request a consultation.
Optimize your ad budget with conscious reporting on Facebook Ads Manager to achieve the best return on ad spend (ROAS) using Facebook advertising.
Track your ROAS as a key performance indicator (KPI) to compare its performance over time and whether your edits to an ad have been successful.
Facebook is still the most popular social media platform in the world, which helps its marketing remain the most affordable for established brands and small businesses. That also means more competition, so appropriately planning and executing your objective is imperative.
In 2021, Facebook ads were reported to be more cost-effective than Google Search, Instagram, LinkedIn, and Pinterest ads, with an average cost per click (CPC) of $1.35.
For example, your small business will gain more from your ad spend by consistently evaluating your Facebook ad campaigns to track cost per conversion and identify the highest converting ads.
Every successful ad campaign needs to include a visible call-to-action (CTA). The CTA lets your audience know what to do next if they’re interested in your advertisement.
Facebook, now Meta, has had the CTA feature on Facebook business pages for several years, but Ads Manager now lets you pick a call-to-action button for each new ad. You can browse a long list of options to find one that matches your campaign objective.
For example, you may want people to learn more about same-day pickup services or direct them to where they can start an order.
Scaling Facebook ads can be complicated. Take advantage of the user-friendly tools in Ads Manager to improve your already high-performing ads. It will take your advertising to the next level and promote lead generation with increased sales.
Try scaling Facebook ads with one of these two options:
Vertical scaling is pretty self-explanatory. The key is to increase your ad budget in small increments to let the algorithm adjust and optimize delivery.
Horizontal scaling is more common, but it’s also more of a challenge. Using this method, you make changes across multiple ad sets, edit your creatives, and expand your audience targeting.
For example: Locate your highest performing ad campaign and run different variations with separate offers such as a monetary discount versus a gift.
Notifications from Facebook Ads Manager make it a breeze to engage with your audience in real-time. An engaged social media audience helps build an online community that can turn into customers for your business.
Highly targeted promotions and dynamic ads also help your brand improve customer loyalty as you showcase product recommendations that are relevant to them.
For example: Using data from the Facebook Pixel, you could target users that visited your services page on interior design to promote a month of free design services.
Facebook Ads Manager is an essential tool that will make it easy to organize your ad campaigns, evaluate performance, and increase ROAS using social media ads.
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