Refine Your Facebook Advertising Strategy With These 5 Steps
Improve the results of your advertising efforts by refining your Facebook advertising strategy. While the entire process takes a while of experimentation, you can begin identifying key factors to pay attention to and further enhance your overall strategy with these 5 steps:
1. Engagement Signals
Social and engagement signals are an important aspect that should be considered in your Facebook advertising strategy. Apart from generating and measuring engagement, these factors can also contribute greatly to your page’s ranking signals in Facebook Graph Search, thereby increasing your potential of attracting the attention of potential customers.
Take a look at your current target audience. Are your ads shown to the right group of Facebook users you should be targeting? With the exclusion of allowing business owners to selectively target users based on different demographic options, Facebook also allows users to limit exposure in the audience network. Meaning to say, business owners can choose to exclude certain specific website categories from displaying their ads- thereby increasing relevancy since the amount of clicks from placements that do not turn into conversions are reduced. If you are looking to refine your Facebook advertising strategy, consider making use of this feature as well.
One possibility to consider when it comes to refining your Facebook advertising strategy would be that your ads are being shown across multiple devices. Not all devices rely on the same ad requirements, and customer behavior could also display a clear difference when it comes to interaction so it would be advisable to breakdown campaigns and ad sets by devices so as to maximise it’s performance and better gauge results.
4. Ad Delivery
Another aspect of facebook advertising to note is that facebook campaign types do not facilitate advertisers with control over ad delivery frequency, so there is a possibility that it is delivered to the same user for a period of time. In order to minimise discomfort, it would also be advisable to change content and ad creative of the ads on a semi-regular basis.
Pay attention to the statistics you have been receiving- what changes can you make to your Facebook advertising strategy? Are videos generating more interest/conversion or do your informative posts work best to gain customer interest? What time is your audience the most active? Based on this data, locate areas that prove the most beneficial and implement changes to your Facebook advertising strategy.