As PPC Manager here at Absolute Digital Media, I have a lot of experience with paid advertising platforms such as Google Ads and, of course, Facebook Ads! But, when it comes to maximising your ROI, I often get asked for tips on how to sustain ad performance, especially during quiet seasons and times of the year. Today, I’m spilling the beans on some of the tricks I use to make sure that our client ad campaigns remain consistent each month. Check it out!
- The content in your ads is just as crucial as the asset you use. Messaging is the make or break of a campaign!
- Facebook can actually support you in managing your Ads budget. Utilise it to save yourself some time!
- Google Data Studio reports are the best when it comes to reporting on any form of Facebook Ad campaign.
- Always make sure your tracking is set up properly before you begin running your campaign!
- eCommerce is the way forward.
Table of Contents
01. Ensure You Have The Correct Ecommerce Tracking
When it comes to maximising your ROI in Facebook Ads, you need to make sure that you are tracking values as well as the total number of transactions made through your advert. Even though Facebook will automatically track the total number of conversions and their value for eCommerce products, I would still recommend setting up a new goal for this to make sure it’s tracking the data you need to report on (all data is valuable when it comes to proving the success of your Facebook Ad campaigns to your client!)
02. Set Up A Google Data Studio Report
When it comes to tracking an eCommerce campaign, you must continually keep an eye on the data that is being pulled through to the platform, including the revenue for each of your ads, audiences and so on. By doing so on a regular basis, you’ll be able to quickly determine what is working well and what hasn’t quite hit the mark yet, giving you time to pause and restructure the campaign should you need to.
I’ve personally found that the Facebook platform is not the easiest for accessing the data needed to make the important decisions. So, by creating a Google Data Studio report, accessing this data becomes so much easier – a real-life saver! This is also why I suggested setting up a goal to track transactions made from your campaign and it will help you to pull the data you need into the reporting platform.
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03. It’s All In The Audience
In order for your Facebook Ads campaign to fly, you must use both prospecting and remarketing audiences. Through utilising the two and setting up separate, tailored campaigns for each, you are able to better catch people in all parts of the sales funnel. However, it’s still important to know exactly which audiences to use and when.
- Prospecting: When it comes to reaching out to a new audience, it’s always good to start with the interests of your prospect customers. For example, if you are a golf brand selling the latest golf gear, you’ll want to target users who are interested in golf. As this is an eCommerce campaign, you’ll ideally want to target “Engaged Shoppers” on Facebook too, as they are more likely to purchase. Your prospecting audience can then be funnelled down into your remarketing list, where you’ll have a second chance at encouraging them to make a purchase. Using this data, you can build lookalike (LAL) audiences for purchases, top selling products, engages in Facebook page/posts and more.
- Remarketing: Utilising your remarketing audiences is a must, especially when it comes to making that all-important sale. For example, you could target users who have added a product to their cart but not checkout or viewed a product and added it to their cart, but never entered the checkout stage of their purchase. Just make sure that you exclude the last 30 days or 60 days if you sell products where customers are unlikely to come back for!
04. Create A “Top Sellers” Catalogue Set with Your Top 100 Products In
My next piece of advice to maximise your ROI in Facebook Ads is to create a “top sellers” catalogue set that contains your top 100 products. Essentially, this will ensure that your most popular products are always being promoted on the platform, increasing your chance of a) making a sale and b) maximising you (or your clients) ROI. By doing so, you’ll also be able to create a LAL audience for your top selling products, helping to drive its results up!
Dynamic Shopping Ads
I love a dynamic shopping ad and, for many, they’re a real must when it comes to getting the most out of your Facebook Ads campaign! Setting up a dynamic shopping ad will allow Google’s machine learning to showcase the best performing products and ads to those who have a real interest in your business or offering. When clicked on, it will also direct users to the product itself, helping to secure a quick sale. It’s important to remember that, despite the sales functionality of a dynamic Facebook Ad, the messaging is just as important. Always test out the phrases you use to determine what type of content your audience is most reactive to!
05. Messaging Is Key
When it comes to making sure your Facebook Ad campaign is a success, you need to make sure its messaging is spot on – or as close as it can be! You want to make sure that you’re writing your ads for your target audience, not your brand, which may require a change in tone or the way you promote your products.
It’s also worth noting that people who are higher up on the sales funnel often have a different mindset for people who want to buy. In the awareness stage, the buyer realises they want something and will look at ways to get what they want. However, in the consideration stage, you need to warm up the customer to buy from you first and get them to trust you. This is why when the customer is high up in the funnel you want the message to be around the product/service. As the customer goes down the funnel it needs to be more about why buy from me. This would be a great place to plug your USP’s.
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06. Utilise Facebook’s Budget Optimisation
Did you know that campaign budget optimisation (CBO) automatically manages your campaign budget across ad sets to get you the overall best results? With CBO, you set one central campaign budget which is then distributed in real time to ad sets with the best opportunities throughout the entirety of your campaign.
So, there you have it! My 7 exclusive tips to help maximise your ROI on Facebook when it comes to advertising your brand, product or service. I’d love to hear more about what other marketers are doing to maintain their clients ROAS so feel free to Tweet me at @tiffanyjshears.
Tiffany started off working in the complaints department of a digital masters company whilst completing her dissertation in Law. It was here she learnt about all the different forms of read more.