(Infostreaming ads for desktop devices) are larger than right-ads column (right column ads)
In the image above, you can seedesktop newsfeed ads(The image and overall structure of (the desktop device's information flow ads) is different from the overall structureright-columnads(right column ads).This means that the same ads have different presentations in both placements.
To maximize the delivery effect, you need toDesktop news feed(Infoflow ads for desktop devices) andright-column ads（Right-bar ads) are optimized separately.
You can find in theFacebook TheAd Set level (Ad setting level)Placementmenu Custom desktop ads in the submenu (placement menu) to customize the specific orientation of desktop ads.
Images are the most important element in advertising and an important factor in whether people decide whether to click. Test different images to find images that maximize click-through and conversion rates.
Once you've found the best-performing images, explore more similar styles of images and continue to test them. Let's see how different images of the same ad differ in click-through rate.
The bottom picture has a significantly better click-through rate than the other two images
Select Call Behavior (call to action)
FacebookLet you choose from your adcall toaction(call language).Call terms can have a significant impact on your click-through rate and conversion rate, so you need to thoroughly test them to see what you're good or bad about.
You can find call-to-call options in the Ad Settings menu.Currently, the optionins in the case areBook Now(Book now), Download(Download), Learn More(Learn more), Shop Now(Buy now),Sign Up(Register).
Choose for your adcall to action(Call)
Break your audience into multiple ad groups
Different interests will behave differently in the same ad group.So typically, you need to divide your target interests into different topics and create an ad group for each topic.
For example, suppose your target audience's interests are:
Every day engaged inFacebookMarketing work
You can divide it into three topics based on your audience's point of interest and match them to three ad groups, as shown below.
Create an ad group for each topic
This segment lets you optimize for different audience interests to target your audience's goals and tailor your ad to the theme sits in it.
Install conversion monitoring code
It's a common-sense job, but surprisingly, many companies ignore it.
To create a conversion monitoring code, log in to yourad manager（advertising manager), and then clickConversionTracking（conversion tracking).
ClickConversion Tracking(conversion tracking) to create conversion monitoring codes
On the next page of the step, click the green button in the upper right corner of the screenCreate Pixel（Create a monitoring code).
ClickCreate Pixel(Create monitoring code) button
Follow the guidance settings to create a conversion monitoring code.Once you receive the code, make sure that you install the code in the footer of the thank you page.
Now you can better track and monitor yourFacebookon the delivery effect.
Specify a conversion code
FacebookYou can create multiple conversion codes because you may need to track multiple goals on your site, such as visiting shopping cart pages and thank-you pages.Or you might just want to put it on a different domain name.
FacebookYou need to know which code is applied to conversion tracking purposes in all of your tracking code.Therefore, you need to specify one in the ad code for the ad group.
InPower Editor(Super Editor) (or actual account, as long as you wish), click on the bottom of the ad settingsUse aConversion Tracking Pixel（Use conversion tracking codes）。
Next, you need to decide thatUse ExistingCode（use the existing code) orCreate Pixel(Create a new code).You can also choose from existing conversion tracking codes (see red arrow in the figure below) or select other existing codes as conversion monitoring codes for the next step in conversion optimization.
To use an existing conversion tracking code, click the button indicated by the red arrow
If you have a conversion monitoring code installed and wantFacebookThe latter option is useful to optimize your ads based on a specific conversion monitoring code.
For example, you have a conversion monitoring code installed on both the shopping cart page and the thank you page.Then you want to optimize your ad performance, and you actually want visitors to reach thank-you pages more.
Unless you want to optimize by clicking, I recommend that you set two options: the first option (an option with a red arrow) to calculate conversions, and the second option to optimize for a specific type of conversion, such as the number of checkouts completed.
Targeting through behavior
Many businesses useFacebookAds are mainly used to target people of interest.But don't forget,Behavioral orientation often brings more monitoring data and reference value.
You can find in theFacebookRow on positioning behaviorsuch as the training industry and the publications industry (monitoring those who purchase goods related to business training and publications),Console Gamers(Video gamers)AndPrimary Browser（Main browser）：Internet Explorer(Primarily usedInternet ExplorerConnect toFacebookpeople).
To locate behavior, you need toad set menu（Ad group menu) to select a live account orPower EditorOptions in (Super Editor), as shown below.
Select the behavior you want to target
Create a separate ad group for each behavior topic, similar to the interest targeting you've seen before.
Targeting through revenue
Some companies sell more expensive products than their competitors, or only target the wealthiest. FacebookCan be a gold mine for these businesses because you can target people based on annual revenue.
To position by revenue, you need to enter thelive account（actual account) orPower Editor(Super Editor) and enter the settings for your ad group.ClickMore Demographics(demographics), and then clickIncome(income) to select the income range for the target population, as shown below.
Select the income range you want to target (revenue range)
You can see in the screenshot on the left, and you can also use many other positioning options.Test options that make sense to your business and remember to segment your ad group structure as much as possible.
Through any traffic source, includingGoogleAdwordsProspects who visit your site but don't convert are most likely to compare prices with providers.By the time they close the deal, they may have forgotten who you are and what you do.
And that's exactFacebookWhen remarketing is on the go. This is throughGoogle AdwordsOne of the best ways to reach traffic.
To set up a remarketing code, log in to youradvertisingmanager（advertising manager), and then clickAudiences(audience), as shown below.
Click audience settings in the marketing code
Next, click Create Audiences, then Click Custom Audiences and Website Traffic in the upper right corner of the screen to start creating remarketing codes step by step.
After installing the code in the footer of the site, go back to "Website traffic(Website traffic) drop-down menu, and then selectPeoplevisiting specific web pages but not others(the person who accessed the specific page), as shown below.
Select this option after installing code in the site footer
You can then create apeoplevisiting a specific page of your website(People who visit a specific page on your site) list and target it to or exclude it from your ad campaign. What's working is to create a list of people who've visited your thank-you page and stop sending ads to them because they've converted.
Identification of "profitable" age groups and genders
Not all age groups and genders are the same.You may find that you're wasting money on the "unprofitable" age category, or you've lost a lot of opportunities because you don't have enough budget for a gender group that generates a lot of sales.
The best way to analyze age group and gender performance is to log in to yourad manager（Advertising Manager) and clickReports（report).
Click Reports (ReportIng Options)
On the report page, set the date range to analyze.Then click on the custom column to determine the value to report.Under Segmentation, selectAge(Age),Gender(gender) orAge andGender(age and gender), as shown below.
ChooseAge(Age),Gender(gender) orAge and Gender(age and gender) to filter your reports
You can make relevant strategic decisions based on the data you collect in this report.Now you can try to view your account.
lookalike audience(similar audience) refers to their user characteristics and site custom audiencehttp://www.socialmediaexaminer.com/retarget-content-to-facebook-custom-audiences/similar to the user.This creates additional opportunities, such as showing ads to people who are similar to people who have visited your site, advertising to people who have visited specific pages, or advertising to people who are similar to those who convert on your site.
To createlookalike audience(similar audience), please log in to youradvertising manager（advertising manager), and then clickAudiences（audience).Once you're on the Audiences page, clickCreate Audience（Create an audience), and then select from the drop-down menuLookalikeAudience（similar audience), as shown below.
Select this option to create a set ofLookalike Audience(Similar audiences)
Next, selectthe sourceaudience of your lookalike audience（your source audience for similar audiences) andthe targetcountry(TargetCountries/region).Then selectaudience size（Size of audience) - The smaller the range you choose, the clearer your goal.
Choosethe target country(target country) andaudience size(Size of audience range)
FacebookAllows you to create a custom ad audience based on your email list (http://www.socialmediaexaminer.com/facebook-custom-audiences/）。You only need to create one.csvOr.txtFile, each line contains an e-mail message without any additional data.
Once you have the file, clickAudiences(audience), and then clickCreate Audience(Create an audience) and select from the drop-down menuCustom Audience(Custom Audiences).
Next, clickCustomerList（customer list), as shown in the following image.From here, it's easy to upload your list.
ClickCustomer List(Customer list) and upload your email list
Keep in mind that you can also upload a list of phone numbers and then target them toFacebookAdvertising.This process is basically the same as the one I just described.In addition, you can choose to create a newcustomer list(Customer List)lookalike audience(similar audiences).
Spot Policy pairFacebookThe ad is very influential.
The three main categories of bids areCPC（cost per click click billing),CPM（cost per thousand impressions Thousands of presentation billing) andconversion optimizer(Conversion optimization tool that requires the installation of conversion codes).
Test different bid methods to see what can reduce conversion costs and scale enough.I recommend that you start from theCPCand conversion optimization tools to start testing.
You can find in theOptimization& Pricing(Optimization and pricing) sectionAd Set level（Ad group setting levels) sets how to bid, as shown below.
Select a bid type from this menu
Whenever you bid for each click or use the Conversion Optimization Tool, you can decidemaximum costper click（the maximum cost per click) ortarget costper acquisition（the target cost of each transaction), or letFacebookPick a value for you.
Set the pricing of your ads
FacebookAllows you to segment ads by number of days and hours (http://www.socialmediaexaminer.com/facebook-ad-scheduling/）。This option is only availableInlifetime budget(Advertising lifecycle budget)Instead ofthe dailybudget option(Daily budget option).This prerequisite is why most businesses still don't use this feature.
lifetime budget(Advertising lifecycle budget)Refers to the total budget of the advertising group,There is no daily budget limit.If your ad campaign doesn't have a reliable, proven delivery model, you'd better not choose this option.
If you decide to use dates and times to segment them, you can set them up in the budget and schedule section of your ad group, as shown below.
Set up for your adsBUDGET&SCHEDULE(Budget schedule)
IfFacebookAds can be set correctly (http://www.socialmediaexaminer.com/facebook-ad-campaign-changes/), it can help you get high profits and generate a lot of high-quality traffic, which means making them as relevant as possible and monitoring every link in place.Be as familiar as possible with allFacebookAdvertising features will open the door to new opportunities for your business.
Author Rocco Alberto Baldassarre:
Rocco Alberto Baldassarre is the founder and CEO of SEM Consulting, a consulting firm called Zebra A. Rocco advises companies that spend about $5 million a day on advertising and speaks three languages.
About the Translator
Lu Dongxuan, network marketing analyst, advertising designer. Good at SEM, SEO, advertising design. iCDO translation volunteer.
Introduction to the review
Dong Liang, ICDO Translation Volunteer.