Facebook Ads is a powerful tool for businesses to reach their target audience. However, creating an effective Facebook Ad campaign can be challenging.
In this guide, we will provide you with tips and tricks to optimize your Facebook Ads delivery. Let’s go…
What is Facebook Ads delivery optimization?
Facebook Ads delivery optimization is used to help Facebook understand your ad campaign’s goals. You are telling Facebook’s algorithms what your anticipated results are and who should see your ads. Depending on your campaign objective, Facebook will let you select between different delivery optimization methods. For example, when choosing the “Conversions” objective, you will get to choose between two ad delivery optimization methods: Reach and Impressions.
Types of Facebook Ads Delivery Optimization
Facebook Ads Delivery Optimization is a feature that helps Facebook understand your ad campaign’s goals. Depending on your campaign objective, Facebook will let you select between different delivery optimization methods. Here are some of the most common types of Facebook Ads Delivery Optimization:
Reach
This optimization method is used to show your ads to as many people as possible in your target audience. This is a good option if you want to increase brand awareness.
Impressions
This optimization method is used to show your ads to people as many times as possible. This is a good option if you want to increase the visibility of your ads.
Link Clicks
This optimization method is used to drive traffic to your website. Facebook will optimize your ad delivery to show your ads to people who are more likely to click on your link.
Conversions
This optimization method is used to drive conversions on your website. Facebook will optimize your ad delivery to show your ads to people who are more likely to convert.
App Installs
This optimization method is used to drive app installs. Facebook will optimize your ad delivery to show your ads to people who are more likely to install your app.
Lead Generation
This optimization method is used to collect leads. Facebook will optimize your ad delivery to show your ads to people who are more likely to fill out your lead form.
Video Views
This optimization method is used to get more video views. Facebook will optimize your ad delivery to show your ads to people who are more likely to watch your video.
How to Optimize Your Facebook Ads Delivery: A Comprehensive Guide
Facebook Ads is a cost-effective way to reach your target audience. However, to get the most out of your Facebook Ads, you need to optimize them for delivery. Here are some tips to help you optimize your Facebook Ads for delivery:
Choose the right campaign objective
The first step in optimizing your Facebook Ads for delivery is to choose the right campaign objective. Your campaign objective should align with your business goals. For example, if your goal is to increase conversions, you should choose the “Conversions” objective.
The best practice is to choose the campaign objective that is closest to your goal. In this case, you can also choose the appropriate ad delivery method:
- If you want people to convert on your website, choose the “Conversions” objective.
- If you want people to install your app, choose the “App Installs” objective.
- If your goal is to collect new leads, choose either the “Lead Generation” or “Conversions” objective.
- If you want people to download your eBook and become potential customers, choose the “Lead Generation” campaign objective.
Set the right budget
Setting the right budget is crucial to the success of your Facebook Ad campaign. You should set a budget that is realistic and aligns with your business goals.
Target the right audience
Targeting the right audience is key to the success of your Facebook Ad campaign. You should target people who are interested in your product or service.
You can segment your audience based on demographics, interests, behaviors, and more. Moreover, you can create a lookalike audience. A lookalike audience is a group of people who share similar characteristics with your existing customers. By creating a lookalike audience, you can reach new people who are more likely to be interested in your products or services.
Use the right ad format
Using the right ad format is important to the success of your Facebook Ad campaign. You should choose an ad format that is engaging and relevant to your target audience.
Use the right ad placement
Using the right ad placement is crucial to the success of your Facebook Ad campaign. You should choose an ad placement that is relevant to your target audience.
To get a better understanding of how you should track and evaluate different Facebook ad placements, let’s have a look at an example.
In this first example, all three Facebook placements have an average cost per result of $3, Instagram placements have an average cost per result of $5, and Audience Network placements have an average cost per result of $1.
You’d get 9 results for $27 at roughly $3 per result overall.
What you may want to do is turn off the Instagram ad placement to spend a larger amount of your budget on the Desktop ad placement instead.
You can track and measure your Facebook ad results in the Ads Manager. To reveal your top-performing ad placements, log in to Facebook Ads Manager and use the Breakdown menu to break down your campaigns by Placement.
Use the right bidding strategy
Using the right bidding strategy is important to the success of your Facebook Ad campaign. You should choose a bidding strategy that aligns with your business goals.
If you use the Maximum Volume bidding strategy (which is selected by default), Facebook will try to generate the most conversions (purchases in this case) while spending your entire budget.
Budget is the amount of money you are willing to spend on your Facebook campaigns or ad groups per day or lifetime.
Adjust the attribution setting
It’s important to note that view-through conversions are conversions that happen when a person sees your ad but doesn’t click it, and then takes an action within the attribution window.
It’s recommended to prefer click-through conversions over view-through conversions, as click-through conversions are more likely to be intentional.
if you’re concerned about the algorithm inflating results with view-through conversions, you can change the attribution setting to 7-day or 1-day click.
For example, if you optimize for custom events like a 1-minute page view, which is something that is bound to happen over and over, especially for loyal visitors, the algorithm could inflate the numbers by simply displaying ads to people who are likely to visit your website that day anyway. Changing the attribution setting to 7-day or 1-day click would help ensure that algorithm doesn’t inflate results with view-through conversions when they are likely for light-touch conversions.
Monitor your ad performance
Monitoring your ad performance is crucial to the success of your Facebook Ad campaign. Monitor your ad performance regularly and make adjustments as needed. Facebook provides a variety of metrics to help you track your ad performance, such as click-through rates, conversion rates, and more.
Optimizing your Facebook ads delivery and placements is a crucial aspect of any successful advertising campaign on Facebook. By following the tips and tricks outlined in this guide, you can get the maximum amount of results at the lowest cost possible. Remember to choose an ad delivery optimization that aligns with your business objectives, segment your audiences, create a lookalike audience, enhance your audience’s understanding, check your ads performance after launching, and master the stages of a campaign.
If you have any questions or need help with optimizing your Facebook ads delivery and placements, please feel free to contact us.