Now the bad news: there are more than audience attributes you can select and combine, and it takes years of perfecting your technique to manipulate them into killer audiences. If I was going to say you have to pick two things to optimize to lower your Facebook advertising cost, Ad Quality would be the first on my list, followed by Audience. This mindset can work for or against you when it comes to your ad creative.
Your ads need to be interesting, visually appealing, and they absolutely must fit one of these criteria:. Like we mentioned before, Facebook values user relevancy. The higher your relevance score rated 1 — 10 , the less it will cost to be delivered. According to the platform,. Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience.
The more times we expect people to hide or report an ad, the lower its score will be. Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad.
The folks over at FitSmallBusiness. Remember that one time we told you there are more than attributed in the audience targeting options? About The Author: Blue Corona's Editorial Staff is determined to help you increase your leads and sales, optimize your marketing costs, and differentiate your brand by passing on our tribal knowledge.
The team vigilantly stays on top of the latest in digital marketing, bringing you the top insights with expert commentary. Want to see something on our blog you haven't seen yet? Shoot us an email and our marketing team will get to work. View more blogs by Blue Corona. The information on this website is for informational purposes only; it is deemed accurate but not guaranteed.
It does not constitute professional advice. Ad placement can make a huge difference — Image source. It looks that the Facebook Audience Network is the cheapest ad placement while Instagram ads cost is the highest. Notice that the click-to-install conversion rate in the Audience Network is only I recommend that you run your Facebook ad campaigns with automatic placements for some time.
However, if the cost-per-acquisition in all placements is lower than your earnings from sales, keep all of them running to reach more people. Usually, campaigns with broad target audiences optimized on Reach Brand Awareness or Traffic campaigns have lower cost per 1, impressions.
This also makes perfect sense — the goal of a Reach campaign is for many people to see the ad, not click on it. Tip: If your goal is to get people clicking on your ad, use the Traffic campaign objective. When promoting your blog articles on Facebook , use the Engagement objective. Cost-per-app-install vs.
As you can see, the different objectives also perform at different rates depending on the placement. In the end, the cost of Facebook ads comes down to THE most important factor: is your product relevant to people? These ads are soo annoying — Image source. For example, if Hired were promoting these carousel ads to marketers instead of developers, their Facebook ads cost would skyrocket while their campaign underperforms. Or if Teabox were targeting different ads for people liking chai vs.
You better make your ads relevant — Image source. However, ads with relevance score of usually have a lower cost than the rest. Facebook ad bidding works like a worldwide auction where every second thousands of transactions are made. Or for that matter, how the entire Facebook ad bidding game works. The longer your ad campaigns will run, the better Facebook can optimize them. Every time a Facebook ads auction occurs on the background, Facebook will standardize the factors and combine them into a total measure.
How to win the Facebook ad auction — Image source. In the Budget section, you can select between two Facebook features :. Facebook might still spend slightly more or less each day, depending on the opportunities that arise. Tip: If you want to switch your ad budget from lifetime budget to daily budget or vice versa, you can duplicate an existing ad set and change its budgeting method.
Then, pause the old ad set. Some performance marketers believe that using a Lifetime budget gives Facebook more room for optimization. However, if your campaign runs for less than a month, Facebook may not have enough data to optimize the ad delivery. As a recent Facebook update , you can now also set campaign-level ad budgets.
The new feature is called Campaign Budget Optimization. As you scroll down to the next phase of your Facebook campaign setup, you will see something like this:. According to Facebook , the campaign optimization works like this:.
For example, you could tell us to show your ad to the people in your target audience most likely to click a link to your website optimizing for link clicks or to show it as many times as possible optimizing for impressions.
Mind blown — Image source. Conversions — When optimizing for conversions, Facebook will deliver your ads to the people who are the most likely to convert. The conversion could be a signup, purchase, app install, etc. People can and do make purchases upon first interaction with a brand on Facebook, however, most will need more touch points from a brand so you can gain their trust, showcase your benefits, and entice them to convert. While it can be tempting to pick and choose where you want your ads to appear within the Facebook network, the best way to save money is to start with the default Automatic Placements setting.
By appearing on all placements, Facebook can get a better idea on where to best serve your ads, thus lowering your costs. You'll also get out of the learning period faster so that you can apply data-informed money-saving optimizations as soon as possible. Your targeting conditions will remain the same regardless of placement, which means Facebook can then serve ads to user in a lower volume, but lower cost placement that can help drive incremental revenue for you.
Facebook is not the set-it-and-forget type of platform, so it is best to continuously test and aim for better results. Running tests in the ad level can help improve your engagement rates and CTR and stretch your budget further. Ready to start or improve your Facebook advertising? Check out The 8 Best Free! As someone who lives for connecting people, making the connection between consumers and brands is what Akvile DeFazio, president of AKvertise , a social media advertising agency, does best.
As a conversion driven marketer, she is passionate about helping businesses expand their online visibility and reach their goals via Facebook, Instagram, Twitter, LinkedIn, and Pinterest Ads. Home Blog. Last updated: November 4, Social Media. Akvile DeFazio. Sign up to get our top tips and tricks weekly!
Sign Me Up! Related Content.
0コメント