How To Optimize Your Facebook Ads Properly In 2024

How to Optimize Creatives To Get Lower CPA

Your ad creative is what people will see, read, and interact with.

Unlike targeting and placements, which happen behind the scenes, your customers only see the ad itself.

That’s why it’s crucial to present the best possible ad to each person.

But how can you do that when you’re creating just one ad with a single graphic or video at a time? Well you don’t.

Instead, let something else do the heavy lifting for you.

Try Dynamic Ads

Dynamic ads are a great solution, especially if you want to avoid the hassle of A/B testing and waiting days for results.

With dynamic ads, you create a template using your catalog, and Facebook handles the rest by generating multiple variations of your ad, and Facebook’s machine learning then customizes these ads for each viewer.

How To Create Dynamic Ads

To create dynamic ads you need to Go to Ads Manager and Create Your Campaign. Choose your campaign objective: Catalog Sales, App Installs, Lead Generation, Conversions, Traffic, or Messages.

For Conversions, Traffic, or Messages, select your catalog when creating the ad. Note that dynamic audience options aren’t available for these objectives

Finish Creating Your Dynamic Ad: Complete the steps according to your chosen campaign objective. The process will vary slightly based on your selection.

PRO Tip:

If you’re using dynamic ads with retargeting audiences and notice a consistent drop in performance, try testing your ad with a broader audience. It might be the key to turning things around.

How to Optimize Your Ad Placement

The next step for optimizing your Facebook ads is to analyze where your ads are shown.

The cost per click can vary by more than 550% depending on the ad placement! So it’s very important to pay close attention to this!

Optimizing your ad placements can significantly impact your cost per result and Ad Ranking Metrics.

Here’s how you analyze placements:

1. Go to Ads Manager.
2. Use the “Breakdown” menu to view your ad performance by Placements.
3. Identify which placements are performing the best.

What to Do with Your Placement Data:

Once you’ve identified your top performing placements, here’s how to use that data:

1) Increase Bids on Top Performing Placements:

• Check your bid for each placement to ensure you’re maximizing results where your ads perform best.
• You can find this information using the “Bidding and Optimization” reporting preset:
  1. Go to Ads Manager.
  2. Click on the “Columns” dropdown.
  3. Select “Bidding and Optimization.”

b. Remove Bad Performing Placements:

• For placements that aren’t delivering good results, it’s best to remove them from your campaigns. This will help you focus your budget on the placements that are generating the best outcomes.

Keep in mind that making a significant change like adjusting bids or removing placements will reset your ad to the learning phase. After making these changes, you’ll need to wait 24-48 hours for the ad to readjust and start delivering normally again.

How To Optimize Ad Schedule

To get the best results from your ads, it’s important to know which days of the week and what time of day work best for your ads.

Your goal is to figure out when you’re getting the most conversions for the lowest CPA (cost per action).

Here’s how you can do that:

1. Go to Facebook Ads Manager.
2. Click on “Reports.”
3. Use the “Breakdown” menu to view your campaign performance by day.

Once you figure out what is the best time of the day for your campaign, you can set a custom schedule for your campaign.

To do this go to your ad set, click Edit, and scroll down until you see the Ad Scheduling option:

How to Use A/B Testing to Get Results Faster

As an affiliate or digital marketer, one of the most crucial steps in optimizing your Facebook ads is figuring out what works and what doesn’t.

And it’s essential to do this quickly and cost effectively.

A/B testing is a key strategy for identifying which ads perform best, allowing you to allocate more budget to those that drive better results.

This approach not only saves you money over time but also helps maintain high Ad Relevance metrics.

Facebook analyzes early results and uses statistical methods to determine a winner with a confidence percentage, indicating how likely it is that similar results would occur if the test were repeated.

When you start running A/B tests, it’s best to keep things simple since there’s a bit of a learning curve. That said, setting up and evaluating A/B tests is actually easy and straightforward.

Here’s how to run an A/B test, step by step:

• Decide What You Want to Test: Start by identifying the specific element you want to compare, such as ad copy, images, or targeting.
• Determine How You’ll Improve Performance: Choose the metrics you’ll use to measure success, like click-through rate (CTR) or cost per conversion.
• Create Your Control and Challenger Ads: In Facebook Ad Manager, set up your original ad (control) and a variation (challenger).
• Run the Ads and Monitor Performance: Launch the ads and keep an eye on their performance. Optimize for the ad that’s performing best.
• Improve the Performance After the Test Ends: Once the test is complete, analyze the results to see which ad performed better. Then, repeat the process to continue improving your ads.

For beginners, I usually recommend starting with simple tests, such as split testing different creatives or audiences.

Whatever you choose, make sure it’s the only difference between the two campaigns.

If you’re using Facebook’s built-in A/B testing tool, it’s easy to make that adjustment.

When you first start A/B testing, it might feel a bit like taking a shot in the dark, but as you gain experience, your approach will become better and better.

The most effective tests are those that begin with a clear, data driven goal.

Lesser-Known Facebook Ads Optimization Tricks

Here are some tricks and tactics that are not so popular, and might be a game changer for your campaigns.

Trick #1: Social Proof

What is Social Proof?

The first tactic we want to share is social proof. But what exactly is social proof?

In online marketing, social proof refers to evidence that others like and trust your product or business. It’s like a stamp of approval from other people.

As social beings, we naturally seek approval and tend to follow what others are doing. So, when people see that others are engaging with something positively, they’re more likely to do the same.

Why Does Social Proof Matter?

Social proof can make or break your product’s success. When you leverage social proof, you’re helping your customers feel more confident about making a purchase because they see others doing it too.

In fact, one of the most powerful forms of marketing is built on social proof, can you guess what it is?

If you thought of influencer marketing, you’re correct! 

Influencer marketing is a prime example of social proof in action. When an influencer endorses a product, their followers are more likely to try it out and join in on the positive buzz.

How to Gain Social Proof?

1. Publish a Great Post: Start by creating and publishing a high quality, engaging post on your page.
2. Boost the Post: Boost the post to increase its engagement. Make sure the content is designed to capture attention and encourage interaction.
3. Create a New Ad in Ads Manager: When you’re ready to create an ad, go to Ads Manager and start a new campaign.
4. Select “Use An Existing Post”: Instead of creating a new ad from scratch, choose the “Use An Existing Post” option.
5. Set Up the Rest of Your Ad: Complete the rest of your ad setup as you normally would. Consider running an A/B test, starting with different targeting options can be particularly effective.
6. Publish Your Ad: Once everything is set, publish your ad.

By following these steps, your ad will now have the engagement already generated by the original post, including likes, comments, and reactions, adding instant social proof to your campaign.

Trick #2: Budget Hack

If you’re on a tight budget, and start your campaigns with minimum daily spend, it might take days or even weeks to start seeing results, which can be frustrating when you’re waiting for sales.

While Facebook offers an accelerated delivery option, choosing this will prioritize speed over cost, potentially draining your budget quickly.

To work around this, you can temporarily set a higher daily or lifetime budget at the start, then adjust it later. Here’s how to do it:

1. Set Up Your Ad: When setting up your ad, set your daily or lifetime budget higher than what you actually plan to spend.
2. Launch Your Ad: Let your ad run until it achieves over 10,000 impressions. Once you’ve hit the 10,000-impression mark, start analyzing what’s working and what isn’t.
3. Make Adjustments: Tweak the aspects of your ad that aren’t performing well and adjust your budget to match what you’re comfortable spending.

Keep in mind: Only use this method at launch. This trick is most effective at the initial launch of your campaign, you don’t need to do it every time you make changes.

So the point here is that this trick allows you to gather data more quickly without immediately burning your daily budget.

Trick #3: Target Someone Else’s Audience

There are influencers and pages with large followings that align perfectly with your target audience. You can ethically tap into these audiences to give your ads a boost by reaching people who are already interested in what you offer.

How can you do this trick ethically?

1. Find Relevant Pages: Start by identifying pages or influencers that have built large, engaged audiences in your industry or niche.
2. Create Your Ad: Go to Facebook Ads Manager and set up your ad as you normally would.
3. Choose Video Views as Your Objective: Select “Video Views” as your campaign objective. Make sure your video is compelling and engaging. 
4. Target by Interests: When you reach the targeting section, go to the “Interests” field.
5. Enter Influencers or Pages: Enter the names of the influencers or pages you found earlier. 
6. Add Them to Your Audience: Include these influencers or pages in your target audience.
7. Complete Your Ad Setup: Continue setting up your ad as usual. To get the best results, consider using A/B testing and Dynamic Creative options.

Optimize and Monitor: Once your ad is live, focus on optimizing it as mentioned earlier. A/B testing will be crucial to refine your targeting and creative elements.

Conclusion

Optimizing your Facebook ads is essential for getting the most out of your advertising budget and driving better results. By implementing these optimizing strategies you can give your campaigns a massive boost to make them more profitable. 

Remember to keep testing, analyzing, and refining your strategy to ensure your ads stay profitable and your business continues to grow. 

With these tips, you’ll be well on your way to mastering Facebook ads optimization.

Good luck!