How to Simplify Your Meta Ads Strategy: 10 Easy Ways to Boost Your Results

It’s a myth that adding more variables to an ad campaign works magic. But in the real sense, it increases complexity, watering down your performance.

So, how do you keep things simple? The trick is to minimize your ad campaigns and ad sets unless it’s necessary to increase them. Also, avoid micromanaging your targeting or placements and don’t overcomplicate you’re a/B testing.

All these tricks are related. Let’s dive deeper.

1. Campaigns

In an attempt to raise your overall ROI, you might be tempted to unleash all types of campaigns and objectives: Awareness, Traffic, Engagement, Leads, App promotion, and Sales. But the result tends to be a cluttered Ads Manager and low returns.

But virtually every business requires just two objectives:

? Sales

? Leads

TOFU objectives (such as Engagement, Awareness, or Traffic) are unnecessary since Meta doesn’t know how to optimize for them. Well, unless you desire a ton of useless clicks.

Hunting for leads and sales is the best use of your money and efforts. The other objectives will fall into place incidentally.

And unless it’s necessary, don’t roll out multiple sales and leads campaigns. Otherwise, it may be hard to achieve your specific goals, and a costly auction overlap is bound to happen.

2. Ad Sets

A high number of campaigns automatically increases your Ad Sets. For instance, 15 campaigns translate to at least 15 ad sets, leading to issues.

Jam-packing many ad sets into a few campaigns is equally unwise- For example, creating 10 ad sets in each of your two campaigns.

Some of those costly issues include auction overlap, audience segmentation, and inefficient ad spent. So the remedy is to consolidate your ad sets whenever possible.

3. Targeting

Targeting isn’t as important as it used to be, thanks to the now-advanced Meta algorithms. Furthermore, if you desire a certain conversion and use traditional audiences, remember that you can’t switch off Advantage Look-Alike and Advantage Detailed Targeting.

This leads to audience overlap due to expanding audiences. So just use Advantage+ Audience, suggest your audience briefly, and let the Meta take over.

Meta’s advanced algorithm has also reduced the need for remarketing. it can automatically retarget based on prior engagement, conversion, and pixel data.

You can just provide a few custom audience suggestions for the retargeting and focus on your creative and copy.

4. Budget

If you’re like most businesses, your budget is tight already. So, you can’t afford to stretch it thin across cluttered campaigns.

Fewer campaigns, ad sets, and targets allow you to play within your budget and reduce the algorithm’s learning phase. And that’s how you’ll cut down your costs and improve results.

5. Performance Goal

What do you desire to achieve with your ad campaigns? Don’t set “add to carts” as a goal then complain when Facebook doesn’t give you purchases.

Clear goals help you deliver your ads to the right audience, optimize performing areas, and tweak underperforming areas. Don’t complicate issues. Your goal can be to:

? Maximize the number of conversions or

? Maximize value of conversions

Next, define the most important conversion type, such as purchases, leads, or signups. Facebook will try to give you those conversions.

If you tell the algorithm to give you link clicks or landing views, you might get bots, accidental clicks, or users who just love clicking. So avoid such goals like a plague.

6. Bidding

The highest number of impressions doesn’t necessarily go to the highest bidder. Apart from your bid, Meta also considers other factors such as ad quality and the probability that a user will interact with your ad.

Automatic bidding often uses the Highest Volume bid strategy. The algorithms will try to give you maximum optimized actions within your ad spend.

You can manually bid for the Highest Value, ROAS, Cost Per Result Goal, or Bid Cap. But if you try to reduce ad costs through manual bidding, you may be disappointed. So, let it be a last resort.

7. Placements

If you’re optimizing for the highest conversions, let the Meta machine go with the “Advantage+ placements” option. It knows how to avoid low-value placements such as Audience Network to ensure your money is better spent elsewhere.

Setting your performance goal to be anything other than conversion can bring issues. For example, it’s hard to get high-quality landing page views or link clicks since Meta can’t differentiate between high-quality and poor-quality views or link clicks.

8. Ad Copy and Creative

These players are crucial in your advertising game. But don’t go overboard with them.

According to Meta, pumping more than six ads into one ad set won’t be beneficial. This action may only dilute your budget and reduce the effectiveness of your ads.

In the eyes of the algorithm, the ads are more or less the same, unless you had multiple clear ideas. Thus, it will scoop up one or a few of them and start working.

So, just start with 2-3 ads. If they don’t perform well, you can always add a few more.

9. Testing

Testing is another crucial component. But dwelling on it will barely give the results you desire.

You see, overtesting and unnecessary A/B splitting will cost you money and reduce the effectiveness of your ads. Therefore, you need to stop micromanaging optimizations and trust Meta to do its thing.

Frequent testing makes sense only if it’s a long-term campaign or you have enough money to do so. Otherwise, the less-costly trick is to run multiple ads and use Dynamic Creative

10. Results Reporting and Analysis

A lot of advertisers are obsessed with searching for the right CPC, CTR, CPM and many other Meta metrics for their industry. But this is a recipe for confusion.

Don’t go down that route. Instead, keep your eyes on your goal action and cost per that goal action.

But it doesn’t mean the other metrics are useless. If the primary metrics show poor results, you can dig into secondary ones to diagnose the issue. For instance, you have a great conversion rate but CPM is rising due to increased rivalry. And a lower CTR suggests the need for a better and more enticing offer.

Your Turn

So, where have you shot yourself in the foot? Simplify things now for better results.

And if you need help to figure out your Meta Ads, get in touch now!