From pockets of Facebook Ads audiences to good advertising writing practices, including the importance of an optimized landing page, this web marketing enthusiast gives us her feedback after more than a year of tests, errors and especially success stories in advertising on Facebook.
The basics of getting started with Facebook Ads
To deploy successful Facebook Ads campaigns, it is never too important to remember the basics. First of all, it is imperative to properly configure the Facebook pixel on your site. It must make it possible to send all the “positive signals” and to push the key moments of the Internet user’s journey to Facebook algorithms.
It is also this pixel that will allow the creation of a lookalike audience, essential targeting for any good Facebook Ads campaign worthy of the name!
Work with “audience pockets” to drive performance-based campaigns
Or how to play with the Facebook algorithm to boost performance!
Masha Shatyaeva’s tests revealed two methods that seem to bear fruit:
- Horizontal scaling
- Vertical scaling
The scaling horizontally should allow you to multiply the “pockets of the audience”, that is to say, to quote, “to seek other fish where the algorithm simply catch the same fish”. It is a question of multiplying by four the powerful ad sets then, via the implementation of manual auctions, to bid differently on the newly created ad sets (by playing X1, X1,5, X2, X3 on the costs per lead, or CPL, targets).
The algorithm thus varies its search criteria, which makes it possible to attract new prospects who would not necessarily have been targeted by more traditional campaigns.
Vertical scaling is the second phase of optimization of a campaign. It is about identifying the best ad sets in order to regularly increase your budget while respecting a few rules.
Indeed, the increase in daily investments must be careful (+ 5%, + 10%, or even + 20% maximum) in order to preserve the good performances of the sets of advertising and not to upset the algorithm.
To read also: [Facebook Ads] New indicators to boost your campaigns
From announcements to powerful messages
The performance of campaigns is closely linked to the work done on advertisements.
To create a good ad, Masha advises being inspired by the AIDA method:
- Attract: try to attract the Internet user, for example through emojis.
- Interest: always advocate customer benefits to generate interest!
- Desire: social proof is a great lever for action, it is therefore recommended to reuse advertisements that have generated interactions and comments to more easily attract Internet users.
- Action: Add a call to action to encourage the user.
And now, the circle is complete, you have the full panoply of optimized advertising on Facebook! 😉
However, beware of the ad fatigue! You should try to change the messages if your performance deteriorates, or even cut your best performing ads to restart them later, and thus avoid tiring your audiences.
Take care of your landing pages for conversion campaigns
Finally, and because Facebook’s algorithms do not do everything (and fortunately!), It is important to optimize your landing pages as much as possible to encourage conversions here again.
The messages presented must therefore be clear and in line with your advertising. The ideal is to have a form clearly visible in the context of lead collection campaigns, for example.
Facebook Ads, like its network partners like Instagram, remain formidable levers for growth. Here, we have mentioned lead generation, but it is also possible to use them for many other purposes, such as e-commerce or awareness campaigns.
The platform is proving to be ultra-efficient, both in terms of volume and quality of prospects. You simply need to guide the Facebook Ads algorithms to optimize the performance of your campaigns!