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In-Depth Facebook Ads Checklist for Optimization This 2020

Do you want to reach more people to showcase your business? Facebook is a great platform to do this. With the right know-how, you can do social media advertising on Facebook or pay-per-click (PPC) ads to easily reach potentially millions of people.

Why use this to run ads? Well, this social media network has around 2.41-billion users, to date, and growing. At the very least, Facebook allows you to reach a small portion of that through ads and at a relatively more affordable rate than traditional media.

Why run a Facebook Ads Campaign?

  1. Ads are affordable – As such, you can reach as many as 200 people for just USD5.00 a day. And according to a cross platform study, online ads cost significantly less than traditional media for every 1,000 users or impressions.

  2. Ads are highly customizable – It allows you to use video, images, or links to create captivating ads to reel in your audience. Better yet, you can mix and match the types of ads for something more compelling.

  3. Impeccable target capabilities – Facebook's audience targeting capabilities merely is impressive. It lets you create a custom profile, based on age, gender, location, and more; so you can reach the right people at the right time.

  4. Track data easily – Running ads on the platform allows you to gather essential data on top of likes, shares, and comments. The information you get will help you create more effective campaigns in the future.

Are you getting excited to run your campaigns? You could approach digital marketing agencies, like Propelrr, to take care of things for you. Or, scan this comprehensive Facebook marketing checklist that will help you optimize your ads on the social media network.

Ready to start your campaign? Here’s the 2019 optimization checklist for Facebook ads:

  1. Set up Facebook Pixel to properly track your ads
  2. Choose the right marketing objectives
    • Awareness
    • Brand awareness
    • Reach
    • Consideration
    • App Store and Google Play store installs.
    • Video views
    • Lead generation
    • Messages
    • Conversion
    • Catalog sales
    • Store traffic
  3. Choose and properly segment audiences
    • High-level targeting using interests, demographics, location, behavior, and connections
    • Look-alike audiences based on users who installed your app
    • Custom audiences
    • Site visitors
    • Contact lists
    • App user
  4. Use Multiple Facebook Ad Formats
    • Photo ads
    • Video ads
    • Story ads
    • Messenger ads
    • Carousel
    • Slideshow
    • Canvas Ads
  5. Optimize for placements and delivery
    • Optimizing ad delivery
    • Ad scheduling
    • Standard and accelerated delivery
    • Automatic placements
  6. Bid and Budget Optimization
  7. Creatively Design your ads
    • Text overlay
    • Other technical specifications
  8. A/B Split Testing
    • Creative
    • Budget
    • Format
    • Placements
    • Audiences
  9. Analyze your data

1. Set up Facebook Pixel to properly track your ads

Set up Facebook Pixel to properly track your ads

Facebook Pixel is an analytics tool that helps you track site visitors. It’s installed on your website using a code. Access to the backend and some knowledge in coding is required to install it. Having this installed before you launch your ad campaign will help you monitor its performance from the get-go.

2. Choose the right marketing objectives

Choose the right marketing objectives

What is the objective of running an ad campaign? Would you want to increase brand awareness, reach, or app downloads? Part of the Facebook ad process is to have a clear vision of your objective to attain success from your campaign.

  • Awareness – Would you like to generate interest in your product, service, or Facebook page? If so, awareness is the right objective for your campaign.
  • Brand awareness – Not to be confused with awareness, brand awareness is for advertisers who want to show ads to people who would most likely remember them. It’s a good option if you would like more people to know more about your brand or drive more traffic to your website.
  • Reach – This is the unique number of people who have seen your ad or content. Use this Facebook marketing objective if you have limited-time offers.
  • Consideration – Spark the curiosity of people and get them to start thinking about your business. The aim here is to get people to look for more information about you or the company.
  • App Store and Google Play store installs – Did you just launch your mobile app? Facebook app installs should be your objective if you want more people to use your new mobile app.
  • Video views – Did you know that more than 55 percent of Internet users today watch videos every day? Marketers also say that the return on investment (ROI) is 49 percent faster than non-video content. Choosing the video views objective is the best option when trying to capture a cold audience because of the highly engaging content.
  • Lead generation – How do you get people to give you their contact details? The lead generation objective will help you collect the data you need through an exchange of something that your audience might consider equally valuable.
  • Messages –One of the newest objectives is messages. Have your audience engage with you through the dedicated Messenger app or page. It can effectively be used to increase awareness about an upcoming event, sales pitches, and other goals.
  • Conversion – This objective is designed to deliver new leads and purchases. Campaigns using this objective are optimized to increase sales, sign-ups, purchases, and more on your website or Facebook page.
  • Catalog sales – Do you sell a lot of products or update your inventory? The objective catalog sales would be a perfect fit for your e-commerce business.
  • Store traffic – Want more people to drop by your physical store? Reach people near your business via a store traffic objective. It drives foot traffic to your business via Facebook ads.

3. Choose and properly segment audiences

Whether you want to reach the right customers or you don't have an idea on how to target the right audience for your ads, the following techniques will teach you how to reach the right audience for your business:

  • High-level targeting using interests, demographics, location, behavior, and connections

    High-level targeting using interests, demographics, location, behavior, and connections

    In high-level targeting, Facebook allows you to choose the people who will see your ad, based on several factors. Marketers, like you, can opt to target people in specific locations, using country, state/region, counties, city, postal code, and more. There’s also another level of location-based targeting. By default, it targets everyone in your selected location. But you can also customize it by targeting people who live in that location or those who were recently there. Another option would be the audience who are travelling to a specific location.

    Aside from that, you can customize your audience by demographics such as age, gender, language, and interest. Marketers can browse through hundreds of interests or by typing one; so that you can target people who are interested in a subject related to your brand or Facebook business.

  • Look-alike audiences based on users who installed your app

    Look-alike audiences based on users who installed your app

    Not enough app downloads? If you’re looking for an effective Facebook PPC strategy to build your user base, Facebook Lookalike is your answer. It creates custom audiences, based on your existing customers--or, in this case, app users. Simply register your app on Facebook. Then set up the software development kit (SDK) on the social media developer’s site to create your custom audience and start running mobile app engagement ads.

  • Custom audiences

    Look-alike audiences based on users who installed your app

    A custom audience is a list made up of existing or saved contacts. You can reuse data from your website, mobile app, engagement, or other offline activities to retarget past or present campaigns.

  • Site visitors

    With the help of Facebook Pixel, you can build a custom audience using data about the people who visit your website. You’ll be able to run campaigns with these data you get to re-engage people who didn’t complete a purchase or for them to go back to your website.

  • Contact lists

    You can upload or import data from your hashed list containing Facebook IDs, email addresses and/or phone numbers. This kind of data can be gathered from events, sign-ups, promos, etc. Uploading this list will allow the social media giant to target specific people instead of a broad demographic.

  • App user

    Is your mobile app’s user base growing? Why not use people to create a custom audience via the app? All you have to do is register your app on Facebook and set up the SDK. This will allow you to gather data from the people who use your app. And with the help of Facebook Lookalike, you can expand your mobile following and install rate.

    Choosing the right audience is important to a campaign's success. These techniques should be more than enough for you to be able to customize the right one for your ad campaigns.

4. Use Multiple Facebook Ad Formats

The next item your Facebook ads checklist this 2019 is being able to choose and use multiple ad formats for your campaigns. Here’s how to create Facebook ads using different formats.

  • Photo ads

    Did you know that photo-only ads drive more unique traffic than any other format? Photo ads remain to be a great format, especially when you want to increase awareness about a new product.

    To make it more effective, make sure that the images you use are high resolution. Show people using the product, with less text, and shot with a single focal point. Don’t forget to experiment.

  • Video ads

    Video ads

    Video ads are among the most effective formats to capture people’s attention. What's great is that you can do it with a smartphone, a creative app, and a great idea and you’re off with a video ad that can generate awareness and sales.

  • Story ads

    Story ads

    Want to learn how to post fun ads on Facebook fast? According to Facebook, more than 300 million people use Stories every day. Who wouldn’t? It’s a quick way to connect with your audience. And,now, you can use it to create photo or video ads. In fact, 62 percent of people said that they became more interested in a brand/product after seeing it in a story.

  • Messenger ads

    Another way to bring your ads to your audience is through the Messenger app. No, this doesn’t mean direct messaging to random people. Rather, it's an ad placement located within the Messenger app in the chat tab. Why should you use this? Because there are 1.3 billion active users on Messenger for you to potentially reach.

  • Carousel

    A carousel ad is a format that allows marketers to showcase up to 10 unique images or videos in a single ad. More importantly, each slide can have its own individual link. This is perfect for businesses that need to highlight several products, services, or destinations.

  • Slideshow

    Want your video ads to load much quicker? Slideshow ads are video-like ads that use motion, sound, and text that are best used when you need to reach people with slower Internet connections and still create an immersive experience for them.

  • Canvas Ads

    This is an ad format that lets your audience go from browsing to potentially purchasing your product in an immersive way. Each collection is composed of a video ad and four images. Each tap or click will take them to fast-loading visuals without leaving Facebook.

    If you plan to run Facebook pay-per-click advertising for your business/service, knowing the right format to use will spell the difference between making the most out of your resources and throwing them away. Choose from these without ad formats wisely.

5. Optimize for placements and delivery

How do you want your audience to see your ads? Do you want your audience to see it in their newsfeed, Messenger, mobile or desktop platforms? What time of the day is the most effective? Optimization is an important aspect of your Facebook marketing checklist.

  • Optimizing ad delivery

    Optimizing ad delivery

    One way to tell it what you want out of your campaign is by optimizing your ad delivery. You have four options to choose from: conversions, link clicks, impressions, and daily unique reach. This can be done during the set-up phase of your ad.

  • Ad scheduling

    Most marketers know that they can schedule when an ad runs and until when. But marketers with advanced knowledge on ad scheduling would also know how to optimize ads. In the Facebook ads manager, you can set a specific time and date to run a campaign, depending on what hours of the day it would perform the best.

  • Standard and accelerated delivery

    Standard and accelerated delivery

    Do you want to get results quickly? Standard delivery will run your ads using the schedule you specified. On the other hand, accelerated delivery will quickly use up your funds but show quicker results.

  • Automatic placements

    Automatic placements

    Want to display your ads in the best place possible? With automatic placements, your ad will be shown in areas where they will perform the best. This will also work on Facebook and other platforms such as Instagram and other social networks.

6. Bid and budget optimization

Bid and budget optimization

How does Facebook spend your budget? They have auction options that covers bidding, placing bids, and setting budget limits.

If you’re thinking about how to create a Facebook ad campaign, these tips should always be included in your strategy, especially if you want to run optimized ads for the best possible results.

Each campaign has a specific objective. Per campaign, there will be different ad sets that you can set budget and schedules. In each ad set, there can be multiple ads that can compromise of images, texts, or videos which also has specific targeting and budget. Instead of setting it manually, Facebook will optimize your campaign budget and allocate where your ad performs the best.

7. Creatively Design your ads

Designing an ad is more than just posting a beautiful picture or a captivating video. Below are some technical guidelines you should know:

  • Text overlay

    Creatively Design your ads

    Text overlay is a text that exists on your image or creative. But did you know that the amount of text that you use in your images matter, in terms of performance? It should never take up more than 20 percent of the image, or else it will not perform well.

  • Other technical specifications

    Text description, image copy, visuals, headline, and call-to-action (CTA) are your other technical specifications. The recommended character length for text descriptions is 125, image copy (a.k.a. headline) only has 25, while link description has 30.

    As for the visuals, images can be in .jpeg or .png formats with a ratio of 1.91:1 to 4:5. It is also recommended to upload the highest resolution possible for the best results.
    These parameters will help you make the most out of the image ads you create for your campaign and, hopefully, yield the best results for you.

8. A/B Split Testing

A/B Split Testing

How does one know when a Facebook pay-per-click campaign is working? You may have the data for a certain ad, but how do you know that the ad itself was a success? One way to find out is by comparing it to a similar ad using different variables called A/B split testing.

  • Creative

    Use creative split-testing if you want to know which image, video, copy, or format delivers optimal results for your ad objective. Aside from that, you can use this feature to test audiences, placements, and bidding optimizations.

  • Budget

    For A/B split testing to work, marketers need to have sufficient data to produce results from the Facebook pay-per-click (PPC) cost. Facebook has a mandatory minimum budget set to help you get started if you have no idea how much to start with. This will be divided among the ad sets you input, which can be done evenly or not.

  • Format

    What format works best for your ad? Facebook allows marketers to use multiple ad formats to help them discover which the most effective types are. Doing so will enable them to come up with better strategies in the future.

  • Placements

    Where should you place the ads? Position tests will help you find the best place to showcase your ad. Facebook’s A/B split testing tool allows you to test multiple simulations without audience overlaps, for unique and confident results.

  • Audiences

    Which of your custom audience sets can deliver the best results for your campaigns? Facebook’s A/B split testing tool can divide your audience into random, non-overlapping groups. This will help you find out the most responsive set from the coldest ones; so you can create a strategy to guide the former into the sales process.

    A/B split testing is an important aspect of Facebook PPC marketing. It helps marketers find out the best variables, to get the best out of their campaigns and achieve better ROI.

9. Analyze your data

How do you break down the data you get from your ads? There are plenty of key performance indicators (KPI) that you can set, as you strategize your campaign. which you can see in several tools of Facebook such as Page Insights and Ad Manager.

The most important KPIs are as follows:

  • total conversion rates (lead generation, sales, website traffic);
  • frequency;
  • return on ad spend;
  • cost-per-click;
  • click-through rate; and
  • cost-per-action

The data you get from these will help you get a clear idea of how your ad performed.

Apart from that, predictive analytics can play an important role in breaking down data. Analytics uses many techniques from data mining, statistics, modeling, machine learning, and artificial intelligence to crunch data. With the numbers it gets, it can predict possible outcomes from your ad campaigns.

Key Takeaways

Creating ad campaigns on Facebook is more than just having a budget and clicking the boost button. The following key takeaways will help you optimize your ads and make the most out of them:

  1. Preparation is important in Facebook PPC management. Make sure to choose the right objectives; so you can create the proper digital marketing strategy.
  2. Use the right ad format that matches your objectives to achieve optimum results. Don’t forget to abide by the ad guidelines and technical specifications for ad creation.
  3. Test things out through A/B split testing. Then check your data. The numbers will tell you which of your campaigns are working.

With this 2019 optimization checklist for Facebook ads, new and long-time digital marketers don’t have to waste resources aimlessly, anymore. Using this checklist should enable you to create solid strategies that yield better results.

If you need more help or more information, connect with us through Facebook, Twitter, or LinkedIn.

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