social ads guide

8/4/2019 Social Ads Guide

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Facebook Ads

Optimization Guide


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The Facebook MissionGive people the power to

share and make the worldmore open and connected


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Introduction

Congratulations on creating a Facebook adcampaign! Hopeully, you reerenced the

Getting Started Guide or Facebook Ads

when building your frst ad campaign. I

not, please reer to that guide or helpul

tips on how to get set up or success with

Facebook Ads. The Getting Started Guide is

available in the resources guide section onwww.facebook.com/facebookads.

Now that youve created a Facebook ad, itstime to learn how to optimize your ads to

improve your results and reach more o the

right customers. This guide will introduce

useul tools and best practices to help

you optimize your ads perormance.

You will see the best results rom your

campaigns i you continue to monitor yourads progress and optimize your ads on a

regular basis. Even the best perorming

ads should be optimized regularly to keep

your customers engaged with new contentor images. We recommend that you review

your ads perormance at least once a

week, i not more oten, to assess the ads

perormance against your objectives and

determine what to optimize.


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Agenda

Successfully Optimize your Ads 5

The 3 Rs reporting, results, & reallocation 6

Ad creative best practices 11

Ongoing Management 12

Additional Resources 14


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RaysPizza

Rays Pizza

Ray owns a Pizzeria in Chicago, IL. He created

a Facebook Page or his Pizzeria to connect

with current customers in his area and he just

created his frst Facebook Ads campaign to reachnew customers. Now he wants to optimize his

Facebook Ads campaign to reach and engage with

more potential customers.


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To successfully optimize your ads you need to:

Understand the 3 Rs reporting,results, & reallocation

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Utilize our ad creative best practices

Continue ongoing management& optimization of your ads

Successfully Optimize your Ads


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Ater creating your Facebook ad campaign,

we recommend that you regularly monitor

the perormance o your campaign.

When you log into your Ads Manager tool

(acebook.com/ads/manage) you can see

the main statistics or each campaign and

schedule regular reports to stay up to date

on your campaign results.

You should understand what metrics and

reports you need to see what results youregetting based on your goals. Ater doing

this you can reallocate your budget to the

ads or campaigns that are perorming well.

You can then create new ads using what

youve learned.

Remember you can use the Ads Manager

to track metrics or your campaigns

and individual ads, such as the social

percentage o the campaign engagement,

clicks, impressions, CTR, and CPC.

Rays

The 3 Rs reporting, results& reallocation


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In the Getting Started Guide, Ray created

his frst Facebook Ads campaign to promotehis pizzeria. Initially, Ray only created

one ad that targeted all o his potential

customers using the ollowing criteria:

People located in Chicago, IL

Anyone over 18 years old

Both men & women People that like pizza

There are several reports and metrics that

Ray can analyze within his Ads Manager

to analyze the perormance o his ad.

Ater looking at the initial results or

his frst campaign in his Ads Manager,Ray is able to identiy his top customer

segments. He then decides to test three

new ad campaigns targeting his top

three customer segments to see which ad

creatives will work best or each customersegment. Lets take a look.

Important metrics in Ads Manager:

Social &: The percentage o impressionswhere your ad was shown with the

names o viewers riends who liked

your Page, RSVPed to your event, or

used your app.

Clicks: each time a user clicks on

your ad

Impressions: each time an ad is shown

to a user, regardless o whether the

user clicks or takes any other action

on the ad

CTR(click-through rate): the number o

clicks your ad receives divided by the

number o times your ad is shown on

the site (impressions) in the same time

period

Avg. CPC (cost-per-click): the amount

youre paying on average or each click

on your ad

Rays Pizza

Chicago Professional

Pizza Deal. Any 2 pizzas

for the price of 1!

Like David Nguyen likes this.

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Ater completing this test, Ray decided to run a report in his ads manager to analyze the

perormance o each ad within each campaign. For example, lets look at the responder

demographic report or Rays campaign specifcally targeting Males 1825 to analyze whicho the three ads he tested worked best or this group. This report contains details on the

gender, age, region, and country o users who saw or interacted with your ad.

In order to build out his frst ad campaign and gain deeper insights rom his Ads Manager reports,Ray ran a test to determine which target audience would respond best to which type o ad creative.

To run this test Ray created three separate campaigns or each o his three target audiences.

Within those three campaigns he tested three dierent ad creatives or each target audience.

Target: Males 1825 Target: Males 2630 Target: Females 3135

Test 1

Rays Pizza

Crazy Campus Pizza

Deal! Buy any pizzas &

soft combo and get

another one free!


Test 2

Rays Pizza

Date Night Pizza Deal!

Buy any pizzas & soft

combo and get another

one free!


Test 3

Rays Pizza

Crazy Campus Pizza

Deal! Buy any pizzas &

soft combo and get

another one free!


Rays Pizza

Group Feast Mega Deal!

Ex-large pizza & 2 Garlic

breads for only $12.99!


Rays Pizza

Family Feast Mega Deal!




Rays Pizza

Family Feast Mega Deal!




Rays Pizza

Great Value Meal Deal!

Any large pizza with

soft drink 1/2 price! Oer

valid MondayFriday


Rays Pizza




valid MondayFriday


Rays Pizza




valid MondayFriday



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So what can you do with this responder data?

a. You can see which subsets o your target audience are engaging most with your ads.

b. From there you can divide your audience into smaller buckets to optimize your bidding

strategy and make your ads more relevant.

c. Focus on buckets that are helping you meet your goals and objectives, like engagingwith your Facebook page or generating conversions and sales.

This responder demographic report can provide valuable insights into your customer base,

including a breakdown o which subsets o your audience are providing the highest CTRor engaging the most with each ad in your campaign. In Rays case, the highest CTR or the

campaign targeting males 1825 is coming rom the ad named Rays Pizza Deal Test 1.

Date Campaign Ad Name Gender Age % of Impressions % of Clickers CTR

Mar-11 Rays Pizza Campaign Rays Pizza Deal Test 1 M 1825 18.75% 15.00% 0.04%



Tip

The Responder Demographics report

provides demographic inormation

about users who are seeing or clicking

on your ads. This report will only appear

in your account when a demographicallydiverse cross-section o an audience has

interacted with your ads.

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Ray can continue to run a test o thesethree campaigns or 23 days to understand

which ads resonate best with which target

audience. Ater testing these campaigns

or a day or two, Ray can pull another

responder demographics report to see

which ads are meeting his objectives, while

pausing the ads that are not providing theresults he wants to see. This test will allow

Ray to reallocate his budget to the highest

perorming ads within each campaign.

There are several other reports Raycan run to analyze the eectiveness o

his campaigns and ads within each

campaign. For example, the advertising

perormance and responder profle reports

are also very helpul when testing changes

to your ads. These reports can be ound

within your Ads Manager and exported oradditional analysis.

Tip 1

You can also use the responderdemographics report to help optimizeperormance with subsets o customerswho are clicking on your ad, but not asrequently as you would like.

Tip 3

When multiple ads are running withina single campaign, our system willallocate more o your daily budget tohigher perorming ads. However, creating

separate campaigns will allow each o yourads to run evenly during the same timeperiod. This will give you a more accurateunderstanding o the results.

Tip 2

You can easily replicate an ad by clickingon Create a Similar Ad when looking at aspecifc ad in Ads Manager.

Date Campaign Campaign ID Ad Name Gender Age % of Im pr es si on s % of Cl ic ke rs C TR

Mar-11 R ay s Pi zza Camp ai gn 6. 00275 E+12 R ay s Pi zza De al M 18-24 18.75% 15.00% 0.04%

Mar-11 R ay s Pi zza Camp ai gn 6. 00275 E+12 R ay s Pi zza De al M 25-34 16.17% 10.00% 0.02%

Mar-11 R ay s Pi zza Camp ai gn 6. 00275 E+12 R ay s Pi zza De al F 35-44 15.44% 8.00% 0.01%

Mar-11 R ay s Pi zza Camp ai gn 6. 00275 E+12 R ay s Pi zza De al F 45-54 10.27% 0.00% 0.00%

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Ad creative best practices

Now that you have identifed which customer subsets you want to test creating dierentads or, you need to determine which images, body text and headline to test with each

subset o customers.

For example, Ray could test dierent body text or the same customer subset to identiy

which version works better.

Utilize our ad creative best practices

More best practices

Avoidlogo-onlyimages,useimagesthat

illustrate the ads oer or images withpeople using your product or service,

as they tend to drive more engagement

rom consumers

Speciccallstoactioninanadsbody

text like Sign up now to save 50% tend

to work better than generic calls to

action like learn more

Usingclearandconcisemessages,as

well as asking a question, tends to be

more engaging Ifyourereferencingapromotioninyour

ad remember to include an end date to

drive a sense o urgency and encourage

potential customers to act sooner

Avoidusingjargonorabbreviations

that potential customers who areunamiliar with your product or services

will not understand

Tip

We recommend creating separate ads totest each change you want to make tothe ad, to ensure you can identiy what iscausing a change in the ad results.

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Rays Pizza

Visit Rays Pizza before

March 31st and receive10% o any large pizza!


Rays Pizza

Stop by Rays Pizzeria,

a Chicago favorite, for

great deals and deliciouspizza!


Then Ray can run a second separate test comparing two dierent ad images in an ad

targeting the same customer subset.

We recommend running these ad creative tests or 23 adays and then using your reports

in Ads Manager to determine which text and images are working the best. You can then

pause the ads that are not perorming as well and reallocate your budget accordingly tothe highest perorming ads.

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Howareeachofmyadsperforming

versus the goals and objectives I

previously outlined or this campaign?

Whichcustomersegmentismost

receptive to my ads?

Whichheadline,bodytextorimage

seems to do the best given my goals or

this campaign?

Whichadseemstobeunderperforming

compared to my goals? What is

dierent about this underperorming

ad versus the other ads I created

and could that be the cause o the

dierence in perormance?

Continue ongoing management & optimization of your ads

Below are a few helpful questions to keep in mind when reviewing your reportsin Ads Manager:

Ongoing Management & Optimization

By now you should know which customer subset groups you want to reach and what tests

you want to run to customize your ads or each subset. Optimizing your ad campaigns

should not be a one-time event. It is important to reresh your ad on a regular basis to

keep your customers engaged by sharing new content, which will likely lead to higher

engagement and stronger results. A good practice to ollow is to reresh your ads creative

anytime you see a decrease in CTR and use the reports rom your Ads Manager to betterunderstand how to improve your ads perormance. Even the best perorming ads should

be rereshed to maintain their good perormance.

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Determining the strongest version of your ad

Below are a ew tips to keep in mind when testing multiple ads against each other

to determine the strongest version:

Have a test and control

Use an original version of the ad as a control to test your changes against

and give yourself a solid point of reference.

Change one part at a time

Make sure you only change one part of the ad at a t ime. This will allow you

to clearly see which change is causing a change in the ads performance.

Run test for 23 days

Run your test for at least 23 days to ensure you are receiving reliable

results and enough data to make a decision on which ad is performing best.

Use separate campaigns for testing

When multiple ads are running within a single campaign, our system will

allocate more of your daily budget to higher performing ads. To prevent

this, you may want to create separate campaigns for your ads when

testing them against each other.

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Additional Resources

Key Resources

Manage your existing ads:

www.acebook.com/ads/manage

Advertising guidelines & policies:

www.acebook.com/ads_guidelines.php

Guide to Facebook Ads:

www.acebook.com/adsmarketing

Receive ongoing tips:

www.acebook.com/acebookads

Create a Facebook Page:

www.acebook.com/pages/create.php

Usesocialplug-ins:

www.developers.acebook.com/plugins

Advertising help center:

www.acebook.com/adshelp

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