Advertising on Facebook allows you to reach more people than any other social network. The platform’s active user base, currently at 2.17 billion people (or close to 30% of the world’s population), is still growing. If you aren’t advertising on it already, you definitely should consider doing so.
However, in an environment of stretched budgets, some advertising campaigns will prosper and others will fall flat. To help you drive consistently high ROI, here are some Facebook Ads best practices and the results you can expect from them.
3 Facebook-Approved Best Practices for Optimising Advertising ROI
1. Display Prominent Branding
Ad creatives need to be attractive and reflect how today’s consumers view content. They’re less likely to wait for a brand reveal at the end of an advertisement than they would on TV. Since you only have a moment of their attention while they’re on Facebook, you need to display your logo ideally within the first two seconds of an ad.
Remember, your logo is one of the most powerful drivers of ROI as a visual factor, and showing it while attention is highest allows you to increase ROI by 5x compared to when the logo is not visible.
2. Use Automatic Ad Placements
Enabling automatic ad placements lets Facebook’s delivery system allocate your budget and divide it between multiple placements based on where they’re likely to perform best. If a certain placement is not performing well, the algorithm will redirect focus to other available opportunities.
Make sure to use this feature to optimise your budget and get the best results. However, keep in mind that, statistically, including at least eight placements is 3x more effective than just using two or three. Remember to check how the tool is allocating your budget so you can make changes if needed.
3. Fine-Tune Ad Frequency
Analytics Partners found that you should aim for an ad frequency schedule of once or twice every week. This is considered the “sweet spot” as revealed by studies. Ad campaigns that have a frequency within this range perform 4x better than those with a frequency of less than once per week. Those with a frequency of more than twice per week also weren’t effective, delivering diminishing returns for higher costs.
Time to Put These Into Practice
A consistently positive ROI on Facebook Ads is much more attainable than most think. If you have tight budget restraints or just want to improve the results you’re already getting, implement these techniques but make sure to track the changes so you can find what works for your specific business.
Get Consistent and Favourable ROI From Facebook Ads
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