At any given moment, thousands of advertising campaigns are running on Facebook, and while the platform boasts a potential audience of 1.28 billion users, the competition to rise above the clutter of the feed has never been more fierce. Ask yourself, is my ad as engaging as a picture of your best friends puppy? Is it as relevant as a story from their local news station? Is it as enticing as a link to a cookie recipe their co-worker just posted? If you answered no to any of the above, fear not. We’re here to help. Creating the perfect ad campaign is an art and a science that hinges on both big-picture strategy, as well as small executional nuances. To help you take your campaigns to the next level, we’ve compiled 9 tips that we’ve seen make a huge impact on campaign performance.

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Nine Tips to Take Your
Facebook Ads
to the Next Level
presented by
brandnetworks

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1.
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3
Know the
Numbers

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Planning your media mix isn’t as
straight forward as most people think.
Start with your main objective, using that to inform your ad types. From there decide where
your ads will be most effective and whether you want to bid for impressions or actions.
BY THE NUMBERS:
8 campaign objectives
11 possible ad types
5 possible placements
39 possible ads units
3 bidding options
117 possible
BY THE NUMBERS:
8 campaign objectives
11 possible ad types
5 possible placements
39 possible ads units
3 bidding options
117 possible combinations
KNOW THE NUMBERS1

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2.Have a Plan

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There’s a lot to consider before you launch a media campaign.
HAVE A PLAN2
Guide your efforts by
creating a full fledged
media plan
Media Plan
Audience
Strategy
KPIs
Duration
Tactics
Budget

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3.Avoid Fatigue

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Ever see the same ad… again, and again, and again? Don’t be that brand!
Browse Sale Shoes NowLove Shoes? Heels on Sale
Avoid message fatigue by using at least
5 creative themes and 5 ad variations
for each week campaigns are running.
AVOID FATIGUE3

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4.Dig Deeper
With Targeting

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There are 1.28 billion monthly
active users on Facebook.
That’s right.
Billion.
When it comes to honing in on your audience, age, gender, and location aren’t enough
anymore. Consider Custom audiences – leveraging email addresses, phone numbers,
Facebook user IDs or mobile advertiser IDs – on top of your other targeting to really dig down.
DIG DEEPER WITH TARGETING4

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5.Consider
Retargeting
5.

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Get that 97% back by tracking actions
on your website, then using those
actions to target audiences on Facebook.
The average U.S. conversion rate for Q4 2013 was only 3.06%
CONSIDER RETARGETING5

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6.Own Real-time
Events

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Facebook activity does not happen inside a vacuum.
Own the moment by using signals
from the world beyond Facebook to tap into
real-time data and trigger hyper-relevant ads.
Automate different ads
to appear based on local
weather conditions
Promote sports teams
based on real-time
game scores
Time ads to trigger while
your commercials air
OWN REAL-TIME EVENTS6

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7.Know What to
Monitor

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Facebook provides a lot of data. No really... A lot.
Pre-establish Key Performance
Indicators (KPIs) to reduce the amount
of sifting through data you do.
This will allow you to generate reports on the
fly, so you can monitor and adjust regularly.
KNOW WHAT TO MONITOR7
Objective CPI
CPM
CPC
CTR
Spend
Media Mix
Date
Average
Spend Per Day

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8. Test at Scale

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If at first you don’t succeed...
maybe you didn’t try enough
variations
Find your most effective spend by promoting unpublished page post ads in bulk, tweaking the
creative, copy, and targeting for each. From there, optimize toward your best performing ad units.
TEST AT SCALE8

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9.Report and
Adjust

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Look back at your KPIs and see where you performed best and where you fell short.
Start with the big picture, then dig down into individual campaign components to fine tune.
Odds are good this won’t be the last Facebook campaign you run,
so keep in mind there’s always room for improvement.
Overall CPC
CPC by region
CPC by unit within each region
REPORT AND ADJUST9

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