7 Tips to Optimize Your Facebook Ad Campaigns
Facebook is an ever-changing site that focuses on the optimal experience for their users. Creating an ad campaign that is both effective and profitable can be challenging. Consider these seven tips to increase your ad performance on Facebook.

Grab your audience through a sales funnel
Facebook Ad campaigns need to grab the potential customer through creating an additional experience outside of a direct purchase. The audience on Facebook is not focused on shopping when they are seeing ads, instead they are looking for something that is more engaging. To make your content engaging, you need to develop post campaign that will appeal to your target audience and ideal customer. When the post reaches about 2,000 to 3,000 views it has reached an optimal engagement and a conversion campaign can be created to follow up. The Conversion, or traffic, campaign targets individuals who viewed at least 25% of the video. This will provide you with 3 to 5 times higher conversion rates then people who haven’t seen your campaign video.
Manage audience exposure through ad frequency
There needs to be balance between seeing an ad too much and not enough. If your audience doesn’t look at your ad enough they won’t remember it, if they see it too much they will begin to ignore it. Balance is key during exposure, and it is important to add a frequency cap to your advertising report. Once the audience has been saturated, costs will start to rise, so it is important to watch how it affects your prices.
Adjust your budget depending on your ad performance
When starting an ad campaign, you should test two to three ad sets, assess which ad has the best performance on your targeted audience and pause the remaining ads. For the most influential ad, increase the budget by 15% to 20%, and repeat this every 24 hours until the performance starts to decline.
Specify your audience to have a narrowed target group
Filter by age, gender, and location and then add interests to find detailed information about your audience. You also can discover pages they are connected to, household income, purchases, activity, and other types of information. This is important for targeting your ideal audience to match them with the best ad. Usually it takes about one million active people to obtain an audience for a small conversion campaign test.
Increase reach through ad placement
Placement is key when maximizing the reach of ads for your audience, as well as types of platforms and devices. There are 2 types of placements, automatic and edit, but it depends on the type of ad you are running. By placing ads on multiple platforms such as including Instagram, results can be increased by 30% to 40%. It is important to remember to watch key metrics to assess the cost.
Choose the right bidding option
Facebook chooses ads based on auction which collects the best ads based on bid and performance. Conversion optimization is the most common for ad delivery but does not work well for lower budgets. There are two new bid strategy options, lowest cost which can be selected with or without a bid cap or a target cost, which focuses on maintaining a stable average cost.
Reuse old ad posts for new campaigns to preserve engagement stats
Optimize your campaigns by using social stacking which allows you to keep your previous likes and comments while you continue to experiment with your ads.
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The video is a great method to grab your audience and to engage them with your ad campaign. Beyond writing catchy headlines, try testing multiple variations to assess how your audience interacts with your ad. Use what you have in your arsenal, use emoticons to break up the monotony of text and avoid excessive use of hashtags. There is a need for a call-to-action which will drive your audience to your website and keep the text and images at a minimum. Most importantly, keep up with the ever-changing algorithm for ads on Facebook. In order to ensure success, being able to continue experimenting and using differing tactics will ensure a successful ad campaign.
