Anyone who has been involved in Facebook advertising knows that ad optimization is a particularly important step in the Facebook advertising process, which can improve the effectiveness of ads and reduce your advertising costs. This article will focus on the aspects that should be paid attention to in manual optimization.
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- Manually set a suitable budget
Generally speaking, there are two ways, one is to manually allocate between ad groups, and the other is to set the total budget at the campaign level for automatic allocation.
① If it is manually allocated between ad groups, the advertising budget is usually set to 25-35% of the daily limit of the ad account, but the exact percentage still depends on the number of ad groups planned. For example: if the daily limit is $50 and we want to start 3 ad groups, then we should allocate $15-17 to each ad group.
② If it is automatically allocated, you don’t need to specify an amount for each ad group. For example: the daily limit is $50, you create a campaign with 3 ad groups and set the campaign budget to $50. The algorithm will automatically determine how to more effectively allocate the $50 between ad groups based on the goals you set (potential customers, purchases, traffic, etc.).
For budget allocation and expansion, you can learn “How to efficiently expand Facebook advertising?”
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- Ad placement
In most cases, we only keep mobile devices and disable Audience Network and Messenger. If we use Advantage+ placements, then during the optimization phase, we need to review the results and close sites that clearly give negative results.
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III. Creatives
Normally, you can prepare two formats of creatives: 1:1 and 9:16, and then upload each format to the appropriate placement. That is, the rendering of the same creative is also something you need to pay attention to.
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IV. Manually close ad groups
The main way to manual optimization is to close those ineffective (expensive) ad groups. Mainly look at CPM, CPC, and CTR indicators. If they are too high or the click-through rate is too low, you can choose to close the ad group and create a new one. Generally speaking, if your target CPL is $10, you need to spend at least $30 before closing the ad group to determine whether this ad group can bring you profit.
Regarding Facebook advertising optimization, different products, different audiences, and different materials will have different effects. What you need to do is a lot of testing, continuous optimization, and select the combination that best suits you. This will take up more time and money, but you will be rewarded for doing all of this. Or in many cases, we also have many tools to help you complete some work.
You can choose automated advertising delivery tools, batch delivery of ads for testing, or find the right time to copy your high-quality ads with one click, and make a fortune when the ads are most effective. It is not a difficult task for AI to use algorithms to calculate which ads are worth expanding and leave the budget for excellent ads. In comparison, it would be more difficult for humans to do it.