Boost your Facebook Ads campaigns to get the best results

The popularity of Facebook Ads needs little explanation as it is the ad platform of the most used social network of the world. In addition to having a massive user base to communicate with, this platform allows you, as an advertiser, to promote publications so that they are seen by the right people. 

Using Facebook Ads correctly can help you generate very effective communication. However, there are many variables that you must take into account when setting up your campaigns, so this guide will surely help you. 

Determine your goal

To properly design a campaign on Facebook or elsewhere, the first thing you need to determine is what you want to achieve with your ads. Answering this question before diving into the creative process is critical to knowing which ad to create. Your goal is the cornerstone of the entire plan. This means that it is not simply an ideal but must generate a performance indicator to measure the level of success of your action. 

If you are not sure what your goal is, I present the following examples for you to consider:

• Generate new leads.
• Increase your website traffic.
• Increase attendance at a specific event.
• Improve the participation levels of your Facebook page.
• Increase the reach of your content on Facebook. 

For example, if your product is a mobile application and you want to generate downloads, you would probably want to set a goal of a certain number of downloads per month, to work towards this goal. Keep in mind that there are many factors that accompany the choice of a goal, such as the guideline budget, how well your product solves a need compared to others, how competitive the market is and many more. 

Create your ad

In general, there are two ways to create Facebook ads: From an existing post or by creating a new post.

• Existing publication: When creating an ad from a publication that is on your profile, it is very likely that users will carry out some interaction such as giving "Like", commenting on a publication, etc. Therefore, this type of campaign is used when you want to generate movement on your page. To create this type of ad you must enter your administrator and choose the option "Use an Existing Post".

• New ad: In this type of ad, you can choose the graphic specifications of your piece, whether it is in video format, image or a combination of both. Keep in mind that to optimize the quality of your ad you will have to adapt your piece to the specifications of the platform. 

If you are creating your ad from scratch, I recommend that you pay special attention to the creativity of your piece, since from a great design you can have better results in your campaigns.

Start your campaign

Once you have decided your goal you can start creating your Facebook ad campaign. 

When creating your ad, you will be presented with a list with a total of 15 objectives, contained within three main categories:

• Awareness: This objective is used to generate interest in a certain product or service. 
• Consideration: Ads created for this purpose seek to get people to search for more details or information about your business. 
• Conversion: It is the objective that mainly seeks to generate an action in the consumer, be this a purchase, complete a form, etc.

Since you have previously determined what result you want to obtain, defining your objective on the platform should be easier now. 

Create your ideal audience

The success of your ad campaign depends on this step. The Facebook ad platform allows you to focus your communication efforts on a particular audience which means that you can speak to the users most interested in your business. This segmentation of your audience allows you to get the most out of your investment since you are not using your budget on clients who are not interested in your offer. 

To get an idea of how much you can narrow down your target audience, here are some of the most common demographic variables for you to talk to your ideal user:

• Location
• Age
• Gender
• Languages
• Interests
• Behaviors
• Connections

With the variable "location" you can segment your ads to a specific geographic area or select an address and mark the scope of your publication there. This allows you to speak to users who are close to a business. Likewise, the "interests" option allows you to target people based on their activity on Facebook, the pages that have interested them, their interests, and so on. Finally, the "behaviors" focus on the intention of the users and the "connections" allows you to choose whether to show your ads to users connected to your page or to everyone in general. 

Define whether or not to do retargeting

If you want to talk to the users most interested in your offer, it is best to show ads to those who have visited your website. For that you must install the Facebook pixel as this allows you to expand your range of tools to generate the conversion you expect. 

Using retargeting on those users who have shown interest in your business can be a very effective strategy. This is because small prompts, such as a last-minute offer or reminder, can easily turn these prospects into customers. This is where Facebook comes into play with its ads, which will be shown to the user once they visit your pages and do not perform the expected action. 

By retargeting you can delve into the configuration of your personalized audience. For example, you can segment your site visitors based on the actions they took, the pages they visited, and the length of time they stayed. A classic example is locating people who added a product to their cart but did not finish the purchase process, and then showing them a special message. 

Determine your budget

Choosing your budget is the next step. Sometimes deciding what is the right investment amount can be confusing, especially if the campaign you are creating is new. For this reason, it is advisable to do tests with a low budget, and gradually increase if the results are as expected. 

When setting the budget you have the following two options:

Daily spend: This will be the average investment that the platform will make per day in your ad. 

Total spending: This choice allows you to determine from the beginning of your campaign the maximum amount you want to spend on this ad. 

Measure and adjust

Your ad may be in circulation and be seen by your target audience, but this is just the beginning of the work. Measuring the success of your campaigns is essential since if the performance you expect is not taking place, you must make the appropriate adjustments and see how your campaign evolves with these changes. Keep measuring and adjusting as much as possible so that from these measurements you can get the best result from your Facebook ads.