The inherent complexity of Facebook ads can overwhelm many advertisers, or at least worry that they aren’t checking all the right options when it comes to managing them properly.
However, managing a Facebook ad account doesn’t have to be overly complicated, and there are many principles that will make your life easier in the long run if you get into the habit. Whether you’re managing a long-established Facebook ad account or just starting from scratch, these basic rules apply. In this article, I’ll walk you through some of my basic principles for managing Facebook ad accounts.
7 Habits of Effective Facebook Advertisers
The difference between people who tell you Facebook Ads And those who say it doesn’t usually boil down to these seven fundamentals.
1. They organize events by goals, not audiences
Let’s start at the highest level: the account as a whole. Facebook Ads Account Structure Important for its long-term health, reporting visibility, and ease of optimization. The easiest way to plan an effective account structure is to consider the three elements that make up an activity:
If you plan correctly how you want your event to be organized, then everything else should be in place.one of the biggest Mistakes I See Facebook Advertisers Make Confuses campaign level purpose with ad group level purpose. Campaigns should always focus on the central objective: specific conversions, web traffic, video views, etc.
But I often see people naming/organizing their events by specific audiences. E.g:
Example #1:
- Activity: Restaurant
- Ad Group: Restaurant (multiple restaurant audiences combined into one)
- Advertisement: (Restaurant Promotion Package)
Example #2 (my preferred way):
- Campaign: Restaurant eBook Conversions
- Ad Group: Restaurateurs
- Ads (3-4 variations of a specific promotion)
The reason I usually stay away from example one is that as you introduce more ad groups and promotions, focusing campaigns around your audience can clutter your account. Instead, by focusing your campaign on goals or desired outcomes, you can consolidate multiple audiences into a single audience.
2. They make the audience excel
This brings me to another problem with Example #1 – many people combine multiple audiences into a single ad group. Facebook encourages this integration because it can reach a larger audience and get you out of study period hurry up. However, I like a more granular approach, especially if you have a smaller budget. This gives me tighter control over the optimization, which I’ll discuss further in the post.
3. They reinforce conversion goals
It should be noted that I’m not discouraging testing multiple promotions, but I recommend that if you do, Make sure each has a common conversion goal– For example, common custom conversion event parameters in thank you page URLs – so you can make one conversion for any current or new eBook conversion action.
4. They make their reporting easier
It is critical to ensure that the goals of the campaign are aligned with the ads that it subsequently produces. If you’re running a campaign with the goal of driving traffic to your website, you can basically swap ads in and out to direct you to any page you want. However, if your goal is to drive leads or a specific action, it gets inherently more complicated. This is one of the main reasons why I choose to structure my account in the way described above. A straight line from campaign to conversion goal is the easiest way to make sure everything is easy to read and report on.
because iOS 14 updateyou can use up to eight conversion actions in your campaign (Aggregate event measurements). It is important to track conversions in a simplified and efficient manner. This goes back to my point above about how a generic parameter for the “like” action can make a world of difference.
For example, let’s say you have two eBooks with very different target pages. In order to activate the two ads separately, you would have to create two separate custom transitions, and if you were to run both ads in one campaign, you would end up with the following:
There is no way to see conversions at a glance.
On the surface, this might not seem like a big deal, but you can save a lot of time by seeing how many conversions are happening at the campaign level. Otherwise, you’ll have to dig into each ad group and go to the ad level to see the number of each ad group. When everything is organized and planned, you can make account-wide decisions faster.
5. They choose their daily budget at the ad group level
There are several ways to Manage budgets for Facebook ad campaigns:
- Daily budget, ad group level: Within each campaign, you control the amount you want to spend on each ad group/audience per day
- Daily budget, campaign level: Allows you to specify the total amount you want your campaign to spend per day. This means that Facebook’s machine learning will allocate the total budget to the ad groups it thinks will perform at the best cost.
- Plan/Lifetime Budget: It can be used if you have a predetermined duration for a campaign and want to ensure that the campaign meets that specific budget.
In most cases, my preferred method is the daily budget at the ad group level. The main reason for this is that, for many of my clients, the quality of their leads is very important to them.
A specific audience that generates a lot of leads doesn’t necessarily mean that those leads are of high quality.So when testing audiences and their respective qualities I find it much easier to make sure my account is performing the best for my clients by controlling individual ad group spend.
For some scenarios, Campaign Budget Optimization Easier, but usually when targeting is higher in the marketing funnel.
6. They measure with the right metrics
Assuming everything is in order and tracking is working properly, optimization becomes a game of audience and advertising. Depending on your goals, optimization may vary, as should the way you measure results.
Traffic/Engagement → Surface Level Metrics
Surface-level metrics play a central role in how you report performance when you have a fairly broad goal for a campaign (like web traffic, engagement, etc.).i mean any Standard indicator Information provided on the Facebook platform, such as impressions, clicks, CPC, CTR, is “surface level”.
Some of the main metrics to watch to guide optimization over time should be the relationship between reach, impressions, and frequency. For example, if you notice that your reach is basically limited and only impressions and frequency are increasing, it means your audience may be getting tired.
Next, you’ll want to look at click performance in terms of clicks, cost, and click-through rate over the same time period. This will indicate if the audience is really tired and you need to pause the ad set or introduce a new ad.
Leads → Leads and Conversions
When your goal is to generate leads, focusing on conversions or leads over a period of time will be the primary metric for judging the performance of a campaign or ad group.
If an ad group or ad has performed very well in the past, but you notice a decrease in volume and Increased cost per lead You can then look at surface-level metrics to measure whether an ad group or ad has completed.
The beauty of the preferred account structure I mentioned above is that once an ad group or ad gets fatigued, you can quickly Introduce new audience Or run ads very quickly without creating a whole new campaign.
Lead Quality → Website Metrics
This is the next layer of Facebook ad optimization, where you basically connect the performance you see at the end of your website with the performance within your account. Using my preferred account structure, it should be relatively easy to understand which leads are coming from which audience, so you can start making decisions within your account that best align with your business success.
7. They don’t over-moderate
By “auditing” I simply mean taking the account as a whole and making optimizations or changes to the structure of things.Many marketers wonder how often they should do it Facebook Ad Review. From a very general perspective, “don’t fix it if it’s not broken” sounds about right.
If you’re seeing success from your Facebook ad account, the best advice is to go with the flow and not intervene until you need it. This is why I put so much emphasis on account structure and proper tracking, because if you take care of these elements, you automatically put yourself in a better position for long-term success.Easier to create individual campaigns, ad groups, and ad changes and optimizations, too Diagnose where the problem is in your account.
Some might tell you that by the time X ads reach Y frequency, it’s tired and you should turn it off. However, this rarely tells the whole story, and I’ve seen high-frequency ads on multiple occasions continue to execute at a reasonable cost.
My point is that there are few cookie-cutter scenarios for how often you should optimize. Every business and advertising account is different, and understanding the nuances of each will allow you to better make those decisions when needed.
Build these habits and improve your Facebook ad performance
From the perspective of all the options and decisions at your disposal, Facebook advertising can be a complex endeavor. However, the reality is that the platform is as simple as you make it.
When you have a clear goal and a method to achieve that goal in a strategic and organized manner, everything else will fall into place. The biggest problem most people face is not covering the basics and spending their budget too quickly. Those who will tell you it doesn’t work.
To recap, here are the seven Facebook ad tips mentioned in this post:
they are:
- Organize events by goals, not audiences
- Make your audience better
- Consolidate your conversion goals
- Make your own reporting easier
- Choose a daily budget at the ad group level
- Measure with the right metrics
- Don’t over-check
