17 Facebook Ads Manager Tips That Will Improve Your Facebook Ads
There are 2.5 billion people on Facebook (as of Q4 2019). And that’s not counting Instagram’s over 1 billion users.
Of course, some of these numbers are an overlap but still, they are HUGGGE!
The numbers itself are shocking but it’s not the best thing about Facebook.
The best thing about Facebook is the opportunity that it can give you as a business owner, marketer to reach your customers with their Advertising platform.
Over 80% of all digital advertising budgets go to Facebook and Google and they pretty much can get you access to over 90% of the internet.
But hey, you already use Facebook and probably already run ads (or at the very least, have someone running ads for you)
This post is for you if you’re already running Facebook Ads and especially if you’re using the Facebook Ads Manager and are looking for ways to improve the results you’re getting.
Let’s dive right into it.
1. Campaign Objective
The Campaign Objective refers to what you want the ad to do. What is the purpose of running this ad? Video Views? Traffic to your website? Sales? Reach more people?
Whatever your goal is, make sure to be clear on it and choose the objective that aligns with it the most.
Facebook’s algorithms are designed to show your ads to people most likely to take the action you have indicated you want AND for the best price possible.
These are all the possible campaign objectives that Facebook makes available for you.
Here are a few guidelines to help:
If you have a video and want as many people to see it as possible, use the video views objective
If you want more visitors to your website, choose the Traffic objective
If you want to make sales on your website, use the conversions objective
And on and on, you get the drift.
(Recommended: The Anatomy of Profitable Digital Ads)
2. Campaign Budget Optimization (CBO)
This is a relatively new feature that Facebook introduced last year.
To understand this, you have to understand the Facebook Campaign Structure
With Campaign Budget Optimisation, you are able to set one budget and target various audiences unlike before where you had to set a budget for each audience you target.
But, that doesn’t mean you lose all control on the individual target audiences either.
To control the amount spent on each audience, you can set an ad set minimum or maximum spend limit.
For now, CBO is still optional for advertisers but there’s news that it will become the default mode eventually.
But you definitely should be using Campaign Budget Optimization right now.
3. Name Templates
Name Templates simply have to do with having a naming convention for your campaigns.
If you run a large account with tons of campaigns running, this can come in extremely helpful. You are able to quickly and easily identify your campaign without digging in too much.
For e-commerce companies, this is an invaluable resource.
This is where you can go to create name templates:
And it guides you through a templated naming convention for Campaigns, Ad Sets, Ads, etc
4. Customise When Your Ad Will Run
Depending on your type of business, or the particular offer that you are running ads to, you may have specific days and times that you want this ad to show.
For instance, if you want your ad to run only Monday to Thursday from 6p.m. to Midnight, you can.
This option is not upfront as most advertisers won’t need this feature but it is available.
There are 2 steps to this. You’ll need to work on the Campaign level and then, the ad set level
First, when setting your budget at the campaign level, be sure to use Lifetime Budget, not daily budget. It will not work otherwise.
Then, click “more options” and tick run ads on a schedule.
Then you move to the ad set level, and go to the Budget & Schedule Section. Under there, you’ll be able to mark what days and times you want your ad to run for.
5. Location Targeting
When it comes to choosing the location of the audience you are targeting, there are more options available than you might know.
Actually, Facebook has 4 options for any location you target.
As you can see, you can target:
- People living or recently in your target location
- People who LIVE in your target location
- People who were RECENTLY in your target location
- People who are TRAVELLING in your target location
Just having these options available makes all the difference. You can change your messaging (ad copy) for each of these audiences OR you can focus on the particular option that is most relevant.
6. Physical Location
This option is particularly valuable for Local Businesses that have a physical store(s).
Not too many people know this but you can target people in close proximity to your store location and have them come into your store.
All you have to do is enter the address into the location bar and select the radius (you can go as specific as 1 mile ( 1.6 kilometres) and Facebook will limit your ads to people in that area.
You can also target by zip code (This is available only in select countries).
Side note: When using this kind of targeting, it is advisable not to layer it with any other criteria or targeting options, except when absolutely necessary as it is already a super-targeted audience. You don’t want your targeting criteria to be too restricted or your ad won’t show up.
7. Bulk Locations
If you have multiple locations that you want to target all that same time (different countries, zip codes, addresses, etc) Facebook allows you to do that using “Bulk Locations”.
8. Expanding Detailed Targeting
So, you’ve put in all your targeting and your audience is a particular size but you want to reach even more people, so what do you do?
Well, Facebook has this little checkbox that you can simply tick and increase your audience size, just like that.
However, this is a feature that you should use sparingly and only if you absolutely have to.
Why? As much as possible, you want to control exactly who sees your ads so that you’re throwing money down the drain, literally.
My advice: Use it only for top of funnel content. That is, when you’re trying to get people aware of you.
Placements refers to where your ad shows in the Facebook Ecosystem.
Facebook has numerous placements available such as:
- Newsfeed: The main Facebook feed.
- RightHand: The ads that show up on the right hand side
- Instant Articles: These are articles that load right inside Facebook (without going to the external sites).
- Stories: Vertical videos that last 24 hours and then disappear
- In-stream Videos: Videos content on Facebook
- Search: When people search within Facebook (That’s rolling out, if you don’t have it yet)
- Audience Network: Facebook partner apps and websites
And when you’re using the Facebook Ads Manager, you also get access to run ads on Instagram as well.
And Instagram has placements of it’s own such as:
- Feed: The main Instagram Feed
- Stories: Vertical videos that last 24 hours and then disappear
- Explore: The Discovery page within Instagram
By default, Facebook selects all placements for your ads to run on.
Now, when it comes to placements, some are more effective than others and it depends on various criteria such as:
- The goal of the ad
- Where in the customer journey (link this to digital marketing gameplan article) your target audience is
- The creative
The most critical is the creative. Each of these placements have different specifications for the creative that can be used on them.
- Instagram newsfeed videos must be 120 seconds or less.
- Facebook In-stream video ads can only be 15 seconds or less
- Instagram Stories ads can only be 15 seconds or less
… and so on.
So, be clear on what placements work best for the particular ad you’re running and tweak as needed.
Side Note: There’s also the option to upload different creatives for the different placements if you don’t necessarily want to forego any placements.
10. Preview URL
This is a very basic feature but a useful one. It helps you avoid sending people to the wrong page.
So when you put in your url that you want to send people to, you can crosscheck it to make sure that it’s the right one.
Note that you can only see this option after you have inserted your URL.
11. Daily Unique Reach
Now, there are some ads you want to run that you only want people to see maybe once a day.
This is where Daily Unique Reach comes in.
You’ll find this option at the ad set level under Optimization & Delivery.
This way, people only see your ad once each day and you can reach as many people as possible. This is one way that you can also prevent ad fatigue and control the ad frequency.
For example, if you’re running a special promo and want to reach as many people as possible without reaching the same people several times, use this option.
12. When You Get Charged
You can choose to get charged by impressions (link to facebook article explaining what impressions are) or when someone takes a desired action (such as link clinks, Thruplays for videos etc.)
This option may or may not be available to you, depending on your campaign objective.
13. Delivery Type
This is where you tell Facebook just how fast you want them to run your ad. There are two delivery options:
- Standard: They consistently deliver your ad throughout the day.
- Accelerated: They run through your budget to your target audience as fast as possible.
By default, Facebook will use Standard Delivery. But, if you’re testing a new ad and want to know if it works or not, you can use the Accelerated delivery method.
14. Facebook Pixel
A Facebook pixel is a little line of code that is installed on your website and allows you to track activities and behaviors of people who visit your website or interact with the Company page.
In every ad you set up on Facebook, there’s a checkbox that you can tick to indicate whether or not you want to track pixel activity on this ad.
Always ensure it is on. You want to be tracking so that you create additional audiences and follow them across the web.
If you have already installed the Facebook pixel on your website, it’ll be on by default. If for some reason, you don’t want to track the Facebook pixel on that ad, then you can turn in off.
15. Dynamic Ad Creative
This is a great feature from Facebook that other platforms like Google have used to run better ads for advertisers.
Dynamic Ads allows you to test various headlines, descriptions, Primary text, Calls To Action to see which performs best without creating multiple ads.
Facebook will then use different combinations of these elements to find out which combination is best for your audience and to get you the results you need.
16. Page Posts
Page posts are those updates you post on your Facebook feed. Each post on Facebook has a unique identification.
When you create ads, they come up as posts in your feed and also have a unique identification.
So, what happens when you create an ad but want to use different images to see which converts better?
Or you’re targeting different target audiences with the same offer?
By default, Facebook will create a new ad for each of these variations. And when people interact with your ad on the newsfeed, there are 3-5 ads that look exactly the same but are different and you have 1 like here, 2 shares here, 3 comments here. It can be a lot to keep track of when you’re doing a lot of tests.
Well, there is a way that you can use the same post (with one ID) in multiple ads you’re running. The other great thing is you have all the social proof (likes, comments, shares) in one post.
And we know how important social proof (aka work of mouth advertising) is.
Here’s how you do it:
Once you have that, you go over to the ad you’re creating and select “Use existing post” and enter in the post ID there.
Alright. That’s it.
Now, go try these, optimise your ads and start to get better results.
If you’re having trouble getting results with your Facebook or Instagram Ads, we can help. Apply for an Audit of your ads. Let’s help you get those ads working again.
17. Audience Insights
This is by far one of my favorite tools within the Facebook Ads Manager.
In order to run profitable Facebook ads, you need to have great targeting.
Audience Insights does exactly that: gives insight into your target audience.
Whether it’s your existing fans or everyone on facebook within a particular location, and you have just a little information on them, Facebook can give you an idea of what interests to put in your targeting to reach these people.
You get information about their:
- activity on facebook,
- mobile devices,
- relationship status,
- Educational level, etc
You can get to Audience Insights by clicking on the Ads Manager menu and selecting Audience insights