4 Hacks = 20% Increase in Facebook ROI

Anuj Thakur
Jul 24, 2017 · 3 min read

There is no doubt that Facebook has grown by leaps and bounds when it comes to capturing the online media buying space. The ability to evolve and adapt so quickly has made it the Goliath that it has become today. While it appears simple to run ads on Facebook but a few simple hacks can help you make the maximum of your marketing spends. Let us look at the top 4 hacks that will increase your ROI by at least 20%

1.Are you close enough (5% impact)

The first impression of an ad should be luring enough for the user to click on it or at least take notice. Remember that 80% of the online traffic is on mobile devices today! This means that 80% of the users will be viewing the ads on a relatively smaller real estate.

Normal shot
Close shot

It was observed that the second image received 5% more CTR than the second image in the above example.

2.Know Your Audience (5% impact)

Using the three set of Facebook audience capabilities is a must if you want to exploit Facebook to the fullest. Targeting your audience correctly is important but it is equally important to be able to segment and understand the importance of each segment.

How to create Look Alike Audience

Here is how to use them:

· Interest based- Select interests that you think will be relevant for you. For example, for a restaurant table reservation brand, food, nightlife etc. are relevant categories.

· Custom audience- Use this set to upload your own data set of audience. These are users who already know you and your brand. Set your bids (in the ad set settings) slightly lower to engage with them again.

· Look Alike- Neglected by many, Look Alike is an important facet that can be exploited extremely well to identify your next set of users who exhibit similar behavior online. This helps you to stretch your target audience universe.

Create Look Alike with advanced settings and create buckets there. 1%, 2%, 3% and likewise. (Please note that you can only create buckets up to 6 ranges.

How to create Advanced Look Alike Audience

3. Placement Matters (5% impact)

Study your existing ads analytics. Look at the cost per acquisition across all placements, be it Facebook or Instagram. If you have a limited budget then Facebook will push the placement that is doing well in order to maximize the ROA (which might be too early to judge). In that case split the budget across placements for A/B testing and then tweak the campaign accordingly.

Placement-wise performance breakdown

4. Audience sentiments is important (5% impact)

There is no rule to ad copies but there is always a common sense that can be applied to it. Tweak the tonality of your ad copies in accordance with your target audience. An ad for a 18 year should sound peppy and fun (for example: Hey peeps! Are you looking for the most happening restaurants in town…” while for a 40+, it can slightly for subtle (for example: Enjoy the exquisite collection of food at….).

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