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Facebook Ads Primer Part 3/3 [Campaign Optimization]

You have learned a lot in the previous part of my Facebook Primer. We have covered the importance of angles, and we started to wade through the inviting waters of Campaign Optimization. Today we will continue learning about proper Facebook campaign optimization, and finish with some useful tips.

If you know me, you know that I always test, test, and then I test some more. If you have read the last part of my Facebook Primer, you already know how important it is to split-test your ads. “But what about decreasing bids?” – Is the question most of you have sent me, and the answer is right in front of you.

  • Decreasing Bids

You have probably noticed a peculiar thing with the ads with a higher CTR – Facebook automatically attributes a lower CPC to those ads. You can decrease the bid manually despite this fact. You are able to decrease the bid slowly until you notice that Facebook has started to deliver less impressions to your ad.

You can do another thing as well. You can switch your ads to CPM and start paying per impressions, but there is a catch – When you do this, Facebook will increase the frequency cap of your ads, which means that your CTR will decrease. This means that you should try this on your ads which have a CTR above 0.15% – 0.2%.

  • Improving the Conversion Rate

By now you know how important it is to split-test the offers in order to find out which ones work the best with your target audience, but what about landing pages?

Yes, you will have to create them. What do you think will happen if someone clicks on your ad but they don’t see anything related to it on the offer’s page? You haven’t delivered what you offered, and the target will close the window.

What you should do is create a landing page that will connect the ad and the offer. Let’s say that you have an ad somewhat related to traveling. This means that your landing page should look similar to the offer’s page, but say something related to soccer. Try to copy the look of the offer’s page. Emulate the style, colors, but keep it simple. Use a catchy headline, a few images, some bullets and a CTA. Whatever you do, keep it simple.

You should also test a few landing pages. One out of five or six tends to perform well, that is why you should do the testing instead of working with just one.

  • Important Tips

You Should Go International

It is well-known that the US can give you more volume thus making you more money in the long run, but you would like to do some testing and during this phase it is more expensive to do it. US does give you higher payouts and CPC, but the cost is higher. During the testing phase, your CPC is high, and your conversions aren’t optimized. This is where going international is a smart thing to do, because you will spend around $200 to test a campaign in the US, but you will only spend around $50 to test your campaign in an Asian country.

If you are a beginner, or have a very tight budged, I recommend that you focus on non-English speaking countries. Avoid UK, CA, and AU! This means that you will have to translate your ads and landing pages.

  • Translation

Don’t think that you can avoid translating your ads and landing pages if you decide to target a non-English speaking country. Some people like to use the Google Translator, but I like having the native speakers translate everything I need for me. It isn’t very expensive, and it pays off in the long run. This is especially important if you would like to translate your content into the Japanese or the Chinese language.

  • Cloaking

I have noticed that it is harder to get the ads approved if I use the affiliate link directly. More importantly, I have noticed problems when I promote an international offer with a redirect feature which all of the CPA networks have.

Facebook reviewers will not approve the ad if they can’t review the destination page.

There are easy ways of doing the cloaking, and I believe that all of you know of them.

  • Persistence Is a Virtue

Your campaign isn’t performing well? Tough luck, but it is a fact that most of the campaigns will not be profitable. You just have to deal with this fact without letting it bring you down. It is very important that you don’t lose hope. You should keep in mind that, after the optimization, about 1/5 of your campaigns will have a positive ROI, maybe even less.

This means that you should be prepared to invest time and money if you are serious about knowing this platform better.

  • Scale your campaigns

Tough truth about Facebook is that the campaigns die away fast, but you are able to do something about it! You can scale your campaigns.

If you have managed to find a winning combination, you should try to expand it to other demographics. You can also try expanding it to other countries.

If you notice that an angle is doing well, you should try using it with other campaigns which are targeting different countries and promoting different offers.

You will notice that it won’t work all the time, but it surely can work, so it is very worth trying.

 

There you have it, you have come to the end of my Facebook Primer. You have gained lots of knowledge, and the only thing left to do is to put it to use! Now go out there and show Facebook that you too can increase your earnings by applying what you have learned here.

 

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