Social media advertising is a promising marketing tactic. If you set your targeting in the right way, you have a chance to get a huge increase in conversions and sales with a lower cost of acquisition.
Our tips will help you speed up the setting, management, and results of your ad campaigns on Instagram, Facebook, Facebook Messenger, and the Audience Network using the Social Media Ads tool.
Ads Configuration
Social Media Ads tool lets you quickly set up your ad campaigns by using the ad sets, ads, and audiences you already have.
- Set up an ad campaign.
- Choose your targeting. If you want to run it on an audience you frequently use, go to the Targeting tab and choose one of the options from the drop-down list.* This will save you the time usually spent on creating an audience from scratch or recreating it from an existing one.
*The audiences will be automatically added from your Facebook Ads account. You can find instructions on how to create and save the audience here.
Here are a few audiences you may want to have at your disposal as the people from the listed groups are either already aware of your brand or may be interested in your offers.*
- Facebook fans
- Website visitors
- Email list
- Lookalike audiences (for all of the above listed)
- Your interests (as a group)
- Lookalike audience + interests
*Please note, that to access the listed audience you need to have them saved in your Facebook account.
- Download several images to make your ads look good in any placement. Choose the type of placement from the drop-down list and download the image that meets the requirements of the target placement.
Tracking
Any ads’ success is based not only on how quickly your target numbers grow but also on how correctly they are attributed. That’s why the automated generation of the unified UTMs can contribute a great deal to your campaign tracking.
The Quick UTM option of the Social Media Ads tool can generate UTMs with the campaign name, source, medium, content, and term based on the campaign info you entered.
You can also change any of the UTM parameters in a click.
Optimization
Social Media Ads Tool also helps you quickly spot and eliminate the issues related to your ad campaigns. The orange warning sign indicates that something may be wrong with your ads. Hover over it to see the brief description of the problem.
Ad Issue | Possible causes | What you can do to solve the issue |
Status: Rejected | The ad doesn’t meet Facebook policies | Review Facebook policies and eliminate the reason for the rejection. |
No results for 3 days | You are targeting the wrong audience | Check your reach: is it too small? Check your ad spend: are you spending at least 70% of your daily budget? Analyze your audience behavior: do people leave your website as soon as they land there? Check your Facebook Pixel setup and the ad link: are there any technical problems? |
Fewer Than 1,000 People Saw the Ad the Day Before | Small budget Low ad quality Account limits | Reconsider your budget and bid cap if you are using manual bidding. Analyze your ad creative, text, and visuals for relevance. Make sure you haven’t spent all your account limits. |
Cost Per Result Increased Over the Past Seven Days | There is a variety of reasons for this issue | Broaden target audience Change ad creative Change conversion event (move up within the funnel) |
People See the Same Ad Too Often | Small audience Same ad running for too long | Target different audience Change ad creative |
You Spent Less Than 70% of Your Daily Budget | Payment and account spending limits Low bids Low ad relevance | Check your payment and account limits, bidding threshold, and strategy. Check the quality, conversion, and engagement rate rankings. |
Reach decreased over the last 7 days | Small budget Low ad relevance/quality Account limits | Reconsider your budget and bid cap if you are using manual bidding. Analyze your ad creative, text, and visuals for relevance. Make sure you haven’t spent all your account limits. |
The more detailed information about fixing Facebook ads issue can be found here.