2 Facebook Ad Best Practices To Ensure Maximum Results And Minimum Costs

Facebook Ads. Love them or hate them, there is no disputing that they are still an integral way of filling lists, events, webinars and challenges with high-quality, high-quantity, low-cost attendees. Sure, the platform has taken some battering over the years.

BUT, if you know how to run them in the right way, you can still make amazing returns. How do I know this? Because that’s what I’m doing for my clients right now.

So what makes the difference between doing FB Ads well (and getting maximum results at low costs), and doing them badly? Some would argue it’s all about the ads themselves. The content inside of them.

I would go as far as saying that how you manage your ads are just as important as the actual ads you put out. The best written ads, supported with amazing visuals, will still do bad if you manage them badly.

And that’s why today I want to show you the best practices for managing your Facebook Ads so you can get maximum results at minimum costs. Always.

Testing 1-2-3

How do you know what Facebook Ads do best? You don’t, not if you don’t test many different ones!

You need to be driven by up to date data from your own audience. There’s no use in having some “guru” come along and tell you that a particular ad copy or creative will do the best. Sure, they may have worked for others, but every business is different. Their messaging is different, their audience.

So you must always test everything, and never stop testing. Why never stop? Because even when you find what works well, it won’t last forever. So you need to be ready with other ads to run.

One of the many great things about Facebook Ads is just how many different things you can test.

For the ads themselves, you can test;

• Ad copy including body, headline, description and CTA button
• Visuals – single or multiple images, or videos. And different types of images and videos. Stock, with text and without, colourful, bland. Face to cam or just voice
• The platforms the ads show up on – Just Facebook, or Instagram too
• Where the ads show up on the platforms – different placements

And that’s just the ads! You should also test different audiences;

• Warm vs cold audiences. Lists of current contacts or followers, and just people who have certain interests you feel match your ideal target
• Demographics. Age, gender, location

The skies really are the limits to testing. But where should you start? I would always test only 2 different ad creative, per ad set (audience), per 24 hour period. This gives the tests ample time and money to give you good data, without spending too much. It also allows you to optimise fast, having new data to play with daily.

Day-to-day management

When it comes to managing the ads on a day-to-day basis, my proven best practice goes against the grain. Facebook themselves tells you to test, but over longer periods of time and spending more money. This, they say, gives their platform time to understand your ads, your audience and optimise them “behind the scenes”.

I’m not here to say not to do that. I know it works for some advertisers and not others. I personally have found smaller bouts of testing to be better. So whilst Facebook recommends not touching your ads for days at a time, letting them spend your money regardless of results, I say the opposite.

Instead you want to be checking your ads almost hourly, tweaking as you go. (We check out clients ads every 30 minutes!)

And when you make your checks, you want to do two things.

Firstly, look out for audiences and ads that are delivering good results at a good cost. If they’re getting you multiple results at a cost you’re happy with, up their budget for the day.

Secondly, look out for those audiences and ads that are not getting you good results at a good cost. Lower their daily budget and give them more time, but consider shutting them off for the day if they don’t improve later.

Combine this with the different 24-hour tests you run as shared in the first best practice, and you’ll find yourself churning out a good amount of results at a good cost. Do this each and every day, and you’ll create a well oiled machine only running ads that perform, and not touching those that don’t. And best yet, you don’t need to spend large amounts of money that you would by leaving the system to it.

So there are just 2 best practices we use at Impactful Marketing to ensure maximum results and minimum costs!

Do you want to learn more of our best practices? Grab a copy of our free guide: 19 Golden Rules Of Facebook Ads

Download your free copy now: https://impactfulmarketing.co.uk/19-golden-rules-of-facebook-ads/

Take care,

Dan