Facebook Ads Manager doesn’t have to be a place where you lose your will to run your e-commerce store. It can be a great source of income! You just need to know a few practical tips and make sure you have a clear vision of your campaigns. This article is your first step to getting there.
In this blog post, you’ll learn how to structure your ads to align them with your business goals. You’ll also get practical tips on effective targeting. Finally, you’ll learn how to use Google Analytics to analyze your Facebook ads for better insights. Cover these basics, and you’ll soon see your sales increase!
Get Your Campaign Structure Right
One of the great things about Facebook Ads is that you can control your ad budget at the ad set level. This means you can build sophisticated ad campaigns and scale the best performing ads.
To run successful ads, you need to build solid structures within your campaigns. Here are a few key things to have in mind.
Maximize Your Budget With the Right Campaign Objective
Choosing your campaign objective is the first decision you need to make when creating a new ad campaign. What do you want to achieve with your Facebook ads? Do you want sales, traffic, or more visibility?
Facebook Ads Manager organizes campaign objectives based on a classic marketing funnel: Awareness, Consideration, and Conversion. Choose the right option to make sure Facebook adjusts your bidding options and ad delivery for the right goal.
- Awareness [TOFU]
Let your target audience know you exist and generate their interest in your product or service.
Though Awareness usually doesn’t correlate with sales, it’s always a good idea to have some reach campaigns running in the background, especially if you don’t have much traffic yet. The traffic these campaigns generate will later be your source for your sales-oriented remarketing campaigns.
- Consideration [MOFU]
Get people to start thinking of your brand as a great option for them, show how you can make their lives better.
Objectives within this section are great options for you if your buyer’s journey is a bit longer, and your customers don’t usually convert on their first interaction.
PRO TIP: Don’t underestimate engagement as an objective – use it to build social proof.
After you’ve gathered enough likes, comments, and shares on your engagement ad, take its ad ID and plug it into your sales-oriented ads. See how to do it in this blog post on using social proof for your Facebook ads. What’s a better selling point than lots of interest in the product?
- Conversion [BOFU]
Close the deal – get interested people to buy your products.
If you own an e-commerce store, optimizing for Catalogue Sales is one of your go-to options. Facebook uses Dynamic ads to reach people who have already checked your store. Ad content is chosen based on their previous interactions with your site. You can give your potential customers that final push to make a sale they were thinking of before. Before you go any further, make sure your catalog is connected to your business manager first!
Make Faster Decisions With Structured Campaign Names
One thing that differentiates Facebook ad pros from amateurs is how they name their campaigns.
This is how all ad campaigns probably look like when people are still experimenting with Facebook advertising. While the names look cute, you can’t tell much from a glance.
Now, this is more like it!
Image source: medium.com
For one thing, you can instantly see which part of the funnel the campaign is targeting (TOF/MOF). You can also see what kind of object is advertised (fridge, car) and what’s the creative (video).
Finally, you also know what’s the campaign objective (video views, traffic). Not sure what the “KM” stands for here but, having in mind that this is an example from someone else’s campaign and we’re able to crack 75% of it is neat.
Why Should You Bother With it?
Coming up with a campaign naming convention may seem a little daunting at the beginning. Why would you bother writing all of those abbreviations when you can just name your ad a “dog water bowl video”?
However, once you start running more and more ads, they pile up, and you need to make quick decisions fast. Now, remember those times where you had to find the latest version of your thesis to send to your professor? Let’s take a moment of silence for all the “final_of_the_final_drafts” out there.
- Clear naming structures can help you to evaluate the performance of your different ads quicker.
- You can clearly see which audiences and creatives perform better and make needed adjustments to get more sales.
- You can generate easy to understand reports for future improvements.
What Should Your Naming Structure Include?
There are three naming levels: campaign, ad set, and ad.
Image source: business2community.com
Here’s how they could be structured.
- Campaign naming
At this level, you should be able to grasp the most general concepts that apply to all the ads in the campaign. Your structure could look like this:
[Funnel stage]-[Product/Service Promoted]-[Objective]
It’s also a good idea to add [CBO] at the end of your structure if you’re using it.
- Ad set naming
Here, you need to understand what options you have chosen at the ad set level. For example:
You can also add [Budget] if you’re not using CBO on the campaign level.
- Ad naming
Ad names can include information about the copy or image used.
Create a Name Template in Ads Manager
Facebook is gradually introducing a new feature that allows for creating a naming template in Ads Manager. Check if it’s already available for you! You can create lists of optional components for maximum efficiency. Learn all about it here.
If the naming template feature is not available for you yet, don’t worry! You can still have your campaign names’ structures organized in a simple spreadsheet.
Polish Your Targeting
Facebook is the second biggest digital ad platform in the world, surpassed only by Google. One of the main reasons why Facebook is so successful is its superior targeting options. Make use of it!
Generic ads are usually irrelevant ads. Don’t try to attract as many people as possible – focus on attracting the right people.
Facebook targets people primarily based on their interests. Work on identifying your buyer personas and create ads that touch on their problems. Include Facebook ads into your customer acquisition strategy. Ads that resonate with your target audience will drive you more sales and help you achieve a higher relevance score.
Here’s how you can improve your Facebook ad targeting.
- Use Audience Insights to target your competitors’ fans
- Go to your Audience Insights dashboard and choose “Everyone on Facebook”.
- Select the basic targeting options (location, age, gender, and interests) that match your buyer persona on the left side of the page (look for the column that says “Create Audience”). Advanced options can even let you target people based on their education, relationship status, and many more criteria.
- Check the “Page Likes” dashboard to see if there are any familiar names. Most likely, you will find a bunch of brands that you’ve never heard of before. A big part of them are probably not your direct competitors, but check them out nevertheless. If their content suggests that those brands are trying to attract your target audience, write down their names – they are worth targeting.
- Go back to the “Create Audience” tab and type your main competitor’s name in the “Interests” section. Check the demographics dashboard on the right once again and see if you notice any new information that comes up. Then, check another competitor as an interest. Your goal here is to find any additional insights about your target audience that can be used to target your ads more precisely.
- Once you find interesting information, click “Save,” and you’ll have a new target audience. You can also create a new audience based on your new insights on your competitors’ fans.
Use Lookalike Audiences
If you already have an audience that converts well, use it to find similar people who may also be interested in your products or services. Facebook Lookalike Audiences lets you do just that. You can target people who share similar traits with your best customers to maximize your conversion rates.
For example, if you notice that moms who have children from 3-5 years old and live in L.A. convert better than moms in San Francisco, use the first group to find more moms like that.
How to Create a Lookalike Audience:
- Open your Audiences tool.
- Click the “Create Audience” button and choose “Lookalike Audience” from the dropdown menu.
- Choose the source for your lookalike audience. You can use a custom audience, your page fans, or your mobile app data as a source. Find more recommendations here.
“Sure, skip this ad! Just like you skipped on buying…”
We all skip that ad now, don’t we?
Since Facebook targeting is largely based on interests, you will likely target the same groups of people multiple times. Your key task is to avoid ad fatigue. You can do it by rolling up new ads with different creatives often. Consider outsourcing a freelance designer if you don’t have enough experience creating professional visuals for your ads. This way, you can be sure your ads will look professional, and you have more time to run your business.
But what if you have a great ad and you don’t want to lose engagement? There’s a workaround. Use control-F (or command-F) and look for the PRO TIP in this article where we talked about how to transfer social proof from one ad to another.
Track your Facebook Ads in Google Analytics
You may be thinking – why do I need Google Analytics when I have the Facebook pixel installed?
Facebook pixel is great. It lets you measure your campaigns’ effectiveness and do many more cool things, such as run retargeting ads for abandoned carts or create custom audiences. However, if you’re only looking at your Ads Manager, you don’t see the full picture of your Facebook advertising efforts. This is where Google Analytics steps in.
Google Analytics can give you more information about how people behave on your store once they click on your Facebook ads. For example, by connecting your ecommerce platform with Google Analytics, you can track micro conversions, such as adding a product to a cart.
The point is, you’re able to see the whole path to conversion – something you wouldn’t know just with Ads Manager. You can see when and why people convert. This information can help you improve your future campaigns.
Plus, you can compare your Facebook ads results with other channels and see which platforms bring you the most revenue and need more attention.
Why Ads Manager and Google Analytics Show Different Results
Once you’ve got your Google Analytics set up, you may notice it shows slightly different numbers for conversions than Ads Manager. Does that mean Facebook measurements are incorrect? No. Does that mean Google Analytics knows better? Not exactly.
The truth is, the numbers don’t match because Facebook and Google look at conversion attribution differently. Facebook credits the first touchpoint for the conversion, while Google Analytics gives credit to the last one.
How to Get Started
It’s very easy to start tracking Facebook ads on Google Analytics. You can do it in three simple steps:
- Make your links trackable with Google’s Campaign URL Builder.
- Use those links in your ads.
- Check the data on your Google Analytics. You can filter your Facebook ads by source/media or campaign name.
Wrapping It Up
Facebook advertising can be a great way to drive sales, whether you have a small e-commerce store or you own a large business. With precise targeting options, you can reach your ideal customers where they like to hang out.
To succeed with Facebook ads, go the extra mile with your campaign structure, targeting, and analysis. These are the main bases you have to cover before you even start thinking of your creative.
You may have the best ad copy and images; however, if you choose the wrong campaign objective or targeting, your ad won’t sell. So, before you even open your Ads Manager, take a piece of paper or open a spreadsheet, and make a list of your sales priorities. What products do you want to push right now? Do your customers buy from you at the first instance, or need more touchpoints before converting? Think about it and map out your ad campaigns accordingly.
Don’t forget to measure your results on Google Analytics. With the full picture of your advertising efforts you’ll better understand your customers’ motivation and scale your best campaigns.