How to improve Facebook ad performance

There are various ways to improve the performance of your advertisements on Facebook, but it is best to start with the objectives, content, and outcomes.

Overview

In order to optimise your returns on Facebook advertising, it is important to create high quality advertisements for your audience.

To improve the performance of your advertisements, you can focus on aspects of the goals, content, and call to action for your advertisements.

Advertising on Facebook

Whether you are a small business with little money to spend on Facebook advertising or a large business struggling to create advertisements that stand out on Facebook and yield a return on your investment, it is important to understand how the Facebook advertising algorithm works, so that you can maximise your return on investment.

Facebook advertisements first have to offer value to the consumers on the platform before it can offer the business returns. This is why the Facebook advertising algorithm attempts to assign a value to your advertisement, based on its quality.

This value will affect how your advertisement performs in the auction, which will, in turn, affect the returns that your business yields from this advertisement.

How to improve Facebook ad performance

To create a high-quality advertisement on Facebook, there are factors to consider in every stage of the process. However, it is best to start with the basics first, like the goals, content, and outcome of the advertisement.

There are a few main aspects you can consider in order to improve your advertisement quality and, subsequently, how this advertisement performs on Facebook, including:

Aspect Elements
The goals of the campaign ·  Campaign objectives

·  Conversion event

·  Target audience

The content of the advertisement ·  Visuals

·  Copy

·  Dynamic creative

The call to action and landing page ·  Call to action

·  Landing page

The goals of the campaign

In order to improve your advertisement’s performance on Facebook, one of the first things you have to do is to ensure that you have set the right goals for the campaign, which includes:

Element of goal Description How to improve

Campaign objectives

This is what you want to accomplish by showing your target audience this advertisement. Configure your conversion events in Facebook Events Manager. Then, you can choose an objective that will further your business goals.

Conversion event

This includes the action that you want the audience to take after seeing your advertisement. Create varying advertisements for different goals, which can be used to target a range of audiences.

Target audience

These are the users on Facebook that will find value in your advertisement. Use Audience Insights to determine what your target audience looks like and then target the right audience with the Custom Audience function. The Lookalike Audience function can help expand the reach of your advertisement.

The content of the advertisement

The content in your advertisement needs to be eye-catching and able to appeal to the target audience, regardless of which device they are using to access your content. Some of the improvements for this category are:

Element of goal Description How to improve

Visuals

Visual elements such as photos and videos Do not use too much text in your visuals and try to incorporate as much movement and interest as possible. Also ensure that your assets have the right size and quality.

Copy

The written element of the advertisement Try to keep the copy as short and concise as possible, while still addressing the target audience’s needs in a personal way. The “Optimize Text Per Person” feature can help you test different sections of your copy to see which works best.

Dynamic Creative

This feature optimises your creative assets for each user Toggle on this feature at the Ad Set level and upload up to 9 visual assets and other options for the feature to use.

The call to action and landing page

The call to action and landing page of your advertisement are important for ensuring that you meet the target audience’s expectations with your Facebook advertisement, by doing the following:

Element of goal Description How to improve

Call to action

An action that you want the audience to complete Have a clear call to action

Landing page

The space where the audience will land once they complete the call to action Ensure that the landing page matches the content of the advertisement

Final thoughts

Facebook advertisements need to be mutually valuable for the user as well as the business.

This is why the only way to improve the performance of a Facebook advertisement is to address a range of aspects of the objectives, content, and outcome of the advertisement.