Optimal Facebook ads and advertising experience

HT Vũ Ngọc 10 Jan, 2025 Facebook Marketing

If you’re running Facebook ads, do you know how to optimize your ads to save costs and improve the effectiveness of your campaign? There are many ways to optimize Facebook ads, and in this article, we will introduce you to some Facebook ad tricks to help you optimize your campaigns.

Facebook is not just a social network that allows people to interact, engage, and share information—it’s also an essential business platform for many online shops and large enterprises to build their brands. For shop owners who are already familiar with managing sales on Facebook, running ads themselves or hiring services has become quite familiar.

Just like other forms of advertising, optimizing costs to achieve higher advertising effectiveness is something every shop owner or marketer wants to accomplish. Before we dive into the tips for optimizing Facebook ads, let’s first clarify the importance of this process.

1. Why is it Necessary to Optimize Facebook Ads?

The cost of running an ad campaign is not small, with the primary goal being to attract the attention of potential customers within the Facebook community, ultimately increasing the number of orders. However, with the current situation of running coupons that lead to wasted ad spend, the cost of ads continues to rise while the number of orders remains unchanged. Essentially, optimizing Facebook ads will help you reduce ad costs while increasing orders.

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There are many reasons why customers don’t click on your ads, and even if they do click, they don’t make a purchase. The main reason for this is that the product images and content aren’t attractive enough to the viewers. The product isn’t selling, but the ad bidding costs keep increasing day by day. Meanwhile, competitors with similar products, but more impressive images and better content, are attracting more customers than you. Therefore, to increase orders while reducing ad costs, there’s only one way: optimize your Facebook ads. So, what do you need to do to achieve this?

2. How to Effectively Optimize Facebook Ads

It’s not just the images and content that need to be improved to create an ad campaign worth the investment; you also need to pay attention to the goals and timing of your ad campaigns.

2.1. Optimize Facebook Ads by Goal

Why is it necessary to optimize your goal? When setting up a Facebook ad campaign, if you don’t narrow down the target audience, you’ll waste money on clicks from irrelevant users—such as curious individuals who just click to see what it is. It’s important to segment your target audience to avoid wasting time and money on broad targeting.

Facebook provides various fields to help you filter the right audience, such as age, gender, interests, devices used, marital status, etc. However, setting up a precise target for your ad campaign isn’t something everyone can do. Be sure to check out our article on how to target the right audience for Facebook ads, where we share useful tips and experience for running successful Facebook campaigns.

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One of the standout advantages of Facebook advertising is the ability to target the right audience, delivering ads directly to their doorstep. Optimizing the goal is the next step you need to take.

Your customers’ interests and behaviors greatly influence how you create your ad campaign. For example, if you are selling desk plants, your customers might have interests related to family and gardening… However, all of your assumptions about the customer are one-way information and experimental. Facebook will use the data you provide to give you relative metrics about the potential reach of your ad campaign. Along with interests, the behaviors of users are also important to keep in mind. Users don’t just access Facebook from computers; they also access it from mobile phones, tablets, and other devices. Therefore, the only way to truly know is through testing, just as you would with your ad content.

The age of your customers is something you can predict because it will likely be quite similar to the demographic of your store’s customers. Geographic location, such as the provinces or cities that provide the majority of your customers, is also an area where you can focus, as those locations tend to have more Facebook users interested in your store. So, with age and location, you can refine the information more precisely compared to just using interests and behaviors.

Once you have optimized your content for customer selection, you need to experiment with different objectives. Using the same content, create campaigns with different specific goals to identify which one performs better.

2.2. Optimizing Facebook Advertising Costs

Facebook ads are always tied to costs and money. For small online shop owners, the budget is not always abundant, so we must optimize the budget to avoid wasting money while working with a limited financial resource.

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When setting up your account, you can choose between two options: payment based on the number of ad impressions (CPM) or per click (CPC). With CPC, you will need to pay each time someone clicks on your ad, while with CPM, you pay for every 1,000 impressions of your ad. Many people default to CPM, but you can switch to CPC if you’re sure that’s what you want, and you should consider the suggested bid range to increase the chances of your campaign’s success.

2.3. Optimizing Facebook Ads by Reach

“Optimizing reach” means reducing CPM, which allows your ad to reach as many people as possible, as many times as possible, for the same amount of money. Below are some factors based on my experience to optimize Facebook ads through reach:

Timing for Posting Facebook Ads

Each product has its own optimal time to run ads, and this can only be discovered through repeated testing. For some products, posting in the morning may work best, while for others, the afternoon or evening might be more effective. It’s crucial to study the Facebook usage behavior of your target audience to identify the best times for posting ads. Personally, I prefer to schedule ads about an hour before my customers are likely to be online. So, it’s important to test multiple times and track the results.

The quality of your Facebook ad content is essential. Ads with better content and higher relevance will be prioritized for reach, which often results in a lower CPM (cost per 1,000 impressions). That’s why content creation is critical in Facebook advertising. There’s a reason the saying “Content is King” exists!

In Facebook ads, images are typically more important than text. However, this doesn’t mean you should neglect the text. Around 80% of effective clicks from Facebook ads are driven by the images and headlines you attach to them, with 70% of the effectiveness coming solely from the images.

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Just like how Sơn Tùng’s music is great, it has to be played for his Sky fans to truly hit the spot. If you play it for the older generation in the countryside, it might not have the same impact. When targeting is wrong, your ads will be shown to people who aren’t interested, and they won’t engage. Facebook will then rate your ad poorly, making it harder to reach more people. Therefore, it’s important to regularly conduct A/B testing to find the right audience and target group that aligns with your product.

Diverse forms of advertising

Optimizing Facebook ads by diversifying the ad formats means changing up the types of ads to make them more interesting and engaging for your audience. From the traditional Facebook ads, such as vertical banners placed on the right side of the window fixed to run alongside the newsfeed, this social media platform has continuously expanded to offer many more advertising opportunities, providing businesses with new and exciting ways to reach potential customers.

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2.4. Optimizing Facebook Ads Through Conversions

Selling on Facebook is becoming the top choice for many businesses. It would be a huge waste if you overlook such a potential channel. However, Facebook also recognizes its own potential and has changed the Edge Rank algorithm, limiting the organic reach of a fanpage. The reality is that many shop owners do not invest adequately in this giant platform. So, is there a way to increase the conversion rate for your ads?

Driving Traffic from Facebook Ads to Website

A common reality in many Facebook marketing plans of online shop owners is the obsession with increasing Facebook fans and the “Talking About” metric, while neglecting the opportunity to increase direct sales quickly through Facebook Ads.

In addition to Page Post Engagement, “Click to Website” (driving traffic to the website) and “Offer Claims” (creating ads to promote a special offer) are two types of Facebook ads you should research and use.

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Pay attention to the feature of customizing the target audience for ads

One thing you need to understand is that your customers will make purchasing decisions more easily if they are provided with full information and trust. The website is where both of these factors can be met. Therefore, alongside the effort to create posts with high reach, you should direct traffic from these ads straight to the website. In other words, the ads you create should serve as an organic pathway for the target audience to visit the website. Here, they will receive certain values, have an engaging experience, and find solutions that fulfill their purchasing needs.

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Before Facebook introduced this feature visually for advertisers, it was little known and rarely used. If you are a business owner with a list of emails and a database of potential customers, make the most of the audience customization feature for Facebook Ads.

With this feature, Facebook will automatically search for users based on the predefined information you provide and then display your ads to them, achieving effectiveness similar to a customer retargeting campaign.

Use the Interest group feature to target the right audience

Currently, Facebook Ads allows you to easily categorize users to increase efficiency. Therefore, you should take advantage of categorizing your target audience to avoid broad targeting, which is time-consuming and costly.

With just a few clicks, you can focus on targeting potential audiences using interest groups. Clearly, a campaign targeting 3 million users with an interest in shopping and fashion will be far more effective and cost-efficient than advertising to 33 million Facebook users in Vietnam. The more detailed the interests of your target audience, the faster you can reach your advertising goals.

The secret to increasing conversion rates for Facebook ads

In addition to Interest groups, you should also explore Power Editor to target audiences using different services. Check through Google Analytics to see if traffic from Facebook Ads on mobile is bringing you a good conversion rate. If not, the thing you need to do is to immediately reduce the budget allocated for mobile ads.

2.5. Optimize Facebook Ads with content (content, images, etc.)

Creating attractive advertising content is not an easy task. After selecting your Facebook ad images, the next step is setting up the title and description for your campaign. This is the content that will appear and attract viewers. In the title, you can include your brand name or shop name to remind viewers of your store and create trustworthy content. The description serves as the hook for your ad. Keep it concise and straight to the point, highlighting the benefits customers will receive when they click on the ad.

To attract customers with beautiful images and creative Facebook ad content, here’s how you can approach it:

So far, there are no fixed rules for how the description content should be written, so this is your opportunity to let your imagination run wild. As long as you capture the attention of customers and encourage them to click on your fanpage for more details, you’re already halfway there. So, how do you optimize content for your target audience?

You can only find the answer through experimentation. For the same ad campaign, such as promoting desk plants, you can test multiple pieces of content, like 3, 4, or even 5 variations. Along with these changes, pair them with different images and test them with your target audience. They will tell you which ad content and images are the most engaging. Based on the results, you will choose the most effective Facebook ad content for your campaign.

By testing multiple versions and optimizing based on audience feedback, you can continuously refine your content to improve engagement and conversion rates.

2.6. Optimizing the Timing of Your Ads

Each customer group has different purchasing times. If you’re targeting office workers who typically work 8 hours a day, the ideal time to run your ads might be between 8:00-9:00 AM and 11:00 AM-2:00 PM. These times would change if you’re targeting students. Students, while in school, tend to go online and make purchases later, usually between 8:00-10:00 PM. However, to find the best time that generates the most orders, you must conduct your own tests. After testing different time settings and tracking click-throughs and orders, you’ll be able to identify the “golden” hours for your ads.

Continuously Experimenting to Find the Right Timing for Ads

In addition to optimizing Facebook ads based on the tips mentioned above, don’t forget to use high-quality, attractive images for your ads. If you look at current advertising campaigns, you’ll notice that images are the key to attracting viewers, so investing in quality images for Facebook ads is essential for optimizing your ad campaigns. Be sure to understand the image ad guidelines to avoid your ads being disapproved. If you have experience with Facebook advertising or are facing difficulties, feel free to share with us in the comments below.

If you need the most reputable payment method and advertising account provider, you can message the fanpage buybm365.com-Ads to receive advice from HT Media. In addition, you can follow the articles. Latest articles related to our Digital Marketing.

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