Do you use Facebook ads to boost your business? Are you looking for ways to increase your return on investment? I am sure that as a marketing director of any organization you are looking to develop in a digital environment you have asked yourself these 2 questions on countless occasions.
And, the best way to optimize the strategy on social channels is to find out what are your best options for targeting your buyer's personality and how it can be done through A / B testing (trial-error).
In this article, I want to explain what I have learned through my own experience through trial and error testing, which you can use to discover your ideal target audience on Facebook quickly and reliably.
Do you want to find your perfect target on Facebook?
Why use Split testing in your Facebook ads
If you ever try to promote your company through Google AdWords or Facebook ADS, you will not be satisfied with the end result. And that, despite what the case may seem, requires more effort and investment. It means not just money, resources, and time to smooth and differentiate yourself with the campaign.
In AdWords, the goal of maximizing the effectiveness of your promotion is based on learning which keyword works best. On Facebook, the key is to detect potential customers based on user profiles. After hours of testing and error and after investing thousands of euros, I have come to the conclusion that clarity and paid promotions are not good friends. Not only has this taught me, but the truth is that it has influenced me the most).
But, before you start testing, you need to be clear in 4 steps to make sure your company is using its time in the most efficient way possible (when we use split testing).
1. Never sell to a cold lead
When your brand advertises in Google AdWords, it may use sales ads, since users search for running shoes. For example (now it looks like you're not running, you're not cool), they're really looking for running shoes.
Unlike Google AdWords, Facebook ads are not targeted for direct sales. You should keep in mind that on Facebook, your company will target users who look like your customers (with very similar features). But this does not mean that they want to buy your product or service.
To maximize performance and increase the conversions of your Facebook ads, you need to first engage your audience. And then redirect users who clicked on that first ad with the help of sales ads.
To lead your audience through the conversion funnel, I suggest a number of options: a free ebook, specific blog content, a free tool, ... Will be Facebook
2. You must impact a large target
If you want to optimize an ad campaign on Facebook, you need to impress a huge audience through the A / B testing method. Split testing won't do any good if you target 5,000 viewers. There are not enough users to draw reliable decisions that allow you to increase conversions. As a general rule, a minimum of 100,000 users is required, but a greater chance of success (in this case no one can say that size does not matter).
3. Monitoring the conversion funnel
When you test an A / B on a Facebook ADS promotion, you should never believe in the first stage of your funnel. Or even the second stage. To get the original data, you need to analyze the whole conversion funnel.
Keep in mind that when you measure click-through rates (CTR) and related clicks per click (CPC) and even CTR and lead conversion rates, the data you are going to get can be confusing. If the goal is to increase sales, be sure to measure average purchases, CCA (cost of acquisition of one customer), LTV (customer life cycle).
Often, marketers stick to ideas such as CTR, CPC, or lead conversion rates to optimize their Facebook ads. They spend a lot of time copying images for more clicks, checking border colors ... optimizing details that ultimately have very little effect on conversions.
Sometimes lower CTRs and higher CPCs extend a higher ad or customer lifetime. Because your ad is attracted to the perfect user but this is not the normal way.
Example: We examined the division of three variables of activity from the same call. Bottom line: If you just look at the surface (click and convert), no alternative will be able to improve the original. But when you dig deeper into the funnel and watch the LTV and church rates, the second change will kill the original.
4. Find the right tools
You need to be more specific with the help you perform to other people. Want to know how to do it?
Facebook Power Editor. This tool lets you track multiple conversion pixels (all you need to do is verify and track your Facebook ads: add to basket, email subscribers, ...)
Tracking tools. Then install Facebook Conversion Pixel on your website and set up Google Analytics (to track conversion number) and eCommerce integration (to track generated earnings). If you don't have enough information including analysis, tools like Cismetrics or Mixpanel may be your solution.
Reporting tools. For A / B testing of all components of your Facebook ads, the tool needs to go beyond initial functionality. To analyze and report on the performance of your Facebook ADS promotion, you need to export your reports to Excel. And then spend a significant amount of time searching for thousands of raw data. A very complete reporting tool is AdEspresso. Do you want to know what this tool can provide you?
Your ads, conversions, and bids need to be customized to the device on which they will be displayed. Thus, you need to have ads designed for your mobile devices and desktops to maximize your ROI. Your desktop newsfeed has images that are much larger than the ads and structures in your right column. This means that the same ad can perform quite differently in different placements. So be sure to customize each one. Here are four tips to help you optimize your Facebook ads. For advanced ROI tips, you can search more topics on this JOCIAL page.