7 Expert Tips To Implement Into Your Facebook Ad Strategy In 2024
Landon Poburan
Turning Your Best Posts Into Ads That Build Your List, Sell Your Courses, And Fill Your Programs.
What worked with Facebook Ads 3 years ago doesn’t work today.
As I was auditing an Ad Account this month the setup looked very familiar. I thought, “This is exactly how I ran ads 3-4 years ago.” But, this strategy isn’t what gets the best results today. The platforms and algorithms have evolved, and consumer behavior has changed with the rise of TikTok and YouTube Shorts. Today, the strategies that work best have changed, too.
I’ve spent years building and marketing my businesses and clients’ along with almost 3 years at Tier 11, one of the largest Facebook Ad Agencies in the US, where my team and I have managed over $11,000,000 in the last year.
Today, I will give you a peek behind the curtain. Not only into what’s working on Facebook Ads but, more importantly, what’s driving maximum ROI for businesses.
1) Utilize Broad Targeting But Niche Creative.
The Facebook algorithm does the best targeting.
3 years ago I’d spend hours doing interest research. And thousands of dollars testing to find the best audiences. Today, I utilize broad targeting (country + gender + age) and shift my time and energy into creative and messaging to isolate different market segments.
In a recent test , broad targeting produced 30% cheaper leads for one client compared to interest targeting.
I recommend testing broad next if you’re still using interests or lookalikes.
2) Scale Ad Spend Through Creative Diversification.
The most effective (and efficient) way to scale ad spend is through creative.
3 years ago, I would scale accounts through audience testing, and duplication of “winners”. Today, this is punished by the platforms resulting in overlap, competing with yourself in the auction, and ads quickly dying because you only have 1 concept running. It’s not sustainable or predictable.
This week I 3x a client’s ad spend, taking them from $400/day to $1600/day without duplicating a single ad. The result was a 300% increase in ad spend while maintaining stable performance.?
I prefer to scale through creative diversification. This better leverages the Facebook algorithm and recommendations from our Facebook Reps.?
This also provides you with tactical insights on top-performing concepts, angles, hooks, and the ability to contextually target unique market segments to capture more of your audience.
3) Test Facebook’s AI Features.
Facebook is trying to make your life easier, let it.
They are investing millions of dollars into AI and Machine Learning. And placing tools at your disposal to ease the workload of creating high-performing advertising campaigns. While not every feature and tool is going to be a winner, many are, and they are constantly evolving and improving.
In a recent test , Advantage+ creative enhancements provided a 47% decrease in CPA compared to our regular ads. Read more here .
With only a couple clicks of your mouse, you could see significant improvements in ROI.
4) Understand How Brand Size Impacts Performance.
According to Data2Decisions, Brand Size is the #1 Profit Multiplier.
After managing $11,000,000 in paid advertising I’ve witnessed the direct halo effect of “Brand” on paid advertising performance. As the size of the brand grows it acts as a profit multiplier. You may have witnessed this in action when “famous” people can run ads or sell products with sub-par marketing and see superior results, whereas someone “new” with no audience or following wouldn’t achieve the same result.
In a recent post , I discussed how Dwayne “The Rock” Johnson leveraged his personal brand to build a $800 Million net worth and a Tequila brand worth $3.5 Billion. You can read it here .
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Investing in brand will positively impact your paid advertising in the long run.
5) Utilize MER When Running Multiple Platforms.
Measurement needs to be re-assessed as the advertising strategy matures.
When you’re only running ads on Facebook (and Instagram) tracking and reporting are simpler. As soon as you add additional platforms, such as Google, YouTube, TikTok, etc. how you measure effectiveness needs to change. You can no longer assess each platform in isolation from the others. All advertising works together synergistically and viewing them independently leads to inefficiencies and potentially incorrect allocations.
When you add platforms, shift to viewing overall performance so you can see how platforms work together.
6) Don’t Rely (Solely) On Facebook’s Reporting.
Facebook Ad Manager is not accurate.
In the privacy-first era, accurate tracking and attributions are getting increasingly difficult. It all changed after IOS14 and will continue to get harder. Meta acknowledges this and recommends triangulating your results with Conversion Lift Studies, and Marketing Mix Modeling (MMM).
In a report last week, I noticed Facebook over-reported leads by 42% for one of my clients compared to their CRM data.
If you’re just running ads on Facebook, I recommend tracking both Facebook and CRM data as your source of truth.
If your business is mature, spending is high, long sales cycles, or you’re running multiple platforms I recommend implementing Third Party Reporting such as Northbeam, Wicked Reports, or Triple Whale (there are many others) that pulls directly from your CRM. This will improve the accuracy of your reporting.
7) Restraint.
Not making changes is what I spend the most time doing.
Restraint is an incredible skill to develop to maximize ROI in 2024. It’s very easy and rewarding to make changes. Turn things on, turn things off, especially if the client (or you) is a little panicky about results. However, often the best optimization we can make is none at all.
It takes time to develop the skill of knowing when to make changes. It’s a blend of art and science, a little intuition, and a strong will. I wrote about many of the things outside of our control here .
Bonus: Offers amp; Backend.
No post about maximizing ROI is complete with highlighting the importance of your offer and backend. So, I’m including these as a bonus.
When we say “placing the right offer to the right person at the right time” your offer is 1/3 of it. In many cases the way to improve performance is through the offer, and how it’s positioned.
Backend refers to everything after the click. Your conversion rates, your average order value (AOV), lifetime value of a client (LTV), email sequences, etc. These have exponential effects on your performance.
If you did nothing except improve your offer and increase your AOV or LTV you will see immediate improvements.
As you look to grow your business through paid advertising in 2024 let these tips be your guide to maximizing ROI.
Here’s a quick recap of what we covered:
-Landon
Digital Marketing Strategist | Helping Clients Reduce CAC by 30% While Increasing Sales by 34% Through Data-Driven Digital Marketing Strategies
9 个月Excited to learn from your expertise in Facebook Ads! ??