Do you want to learn how to optimize your Facebook ad campaigns to achieve lower CPC? Well, in this post, you’ll learn the tactics that I do to optimize my ads for better ROI.
A while ago, I shared with you some tips and ideas for growing your Facebook audience. If you missed that post you can read it here.
One of the strategies I shared with you in that very post, was something that a lot of bloggers are doing a lot more of right now. And that’s paying for likes, or more appropriately, running Facebook ad campaigns to build their targeted fanbase.
From my own personal experience, this has been one of the most effective ways to grow my Facebook page audience.
I’ve tried many other tactics and Facebook ads can be very effective when done correctly.
I’ll repeat that. When done correctly.
Since starting to run a few small ad campaigns on Facebook, I’ve seen a notable increase in engagement, comments, likes, and shares, which is all good stuff, right?
Anyway, in this post, I want to share with you what I’ve been doing to optimize my Facebook ad campaigns to achieve two things:
- Lower CPC (Cost Per Click, or Cost Per Page Like).
- Higher CTR (Click Through Rate).
I realize that you’re not going to see the exact results for your page by simply copying my tactics here.
However, hopefully, you’ll just be able to take something away from my efforts and results, and apply it to your own strategy. So, let’s get to it!
Disclaimer: Achieving low CPC depends on several major factors. Some of these factors may include the niche or industry you’re in, or the type of audience you’re trying to target with your ads. It also depends on how targeted your ads actually are, which I’ll cover in more detail later on in this post. We’d all love to be able to achieve 1 penny CPC, but whether that’s possible or not, I’m pretty sure that a lot of ground work, testing, and experimenting is required beforehand. Regardless, with a little optimization, testing, and tweaking here and there, I’m confident that you’ll be able to lower your CPC a little bit more when running your Facebook ad campaigns.
When I started using Facebook ads last year (2014) to increase likes, my CPC was around 18p to 20p per click.
I didn’t really know any better than that, to be honest. Today, however, I’m able to achieve anything between 0.02 and 0.05 pence per click, so here’s how I’m able to achieve this.
How to optimize your Facebook ad campaigns for optimum results
#1. Text and images
The text and ‘especially the image’ you use for your ad will obviously determine the success of your campaign.
Don’t just settle for some poor quality, mediocre looking stock photography image, along with a lousy description.
Combine your powerful marketing message with a 100% relevant image that best describes what your business or brand stands for.
A quality, relevant, emotive, thought-provoking image demands attention and to be clicked on, so make sure you find the best possible image for the job.
If you’re going to use stock images, I recommend doing some additional editing of the images or graphics you select before adding them to your Facebook creatives.
Add some interesting elements to capture audience interest. Use a really nice filter to make the image stand out and so forth.
What I like to do is take my own photos for my ad campaigns.
If you’re handy with a digital camera, try doing the same for yours too. You don’t even need to own expensive photography gear to do this. Most smartphones, these days, have amazing cameras.
Using your own images can definitely help you add a personal touch to your Facebook ads.
As for your marketing message, think clarity. Make people understand what your ad is about without confusing them with too much text or marketing jargon.
I love to use questions in my campaigns. Questions get people thinking about their situation and how clicking on my ad might help them solve a problem they might be experiencing.
If you need help creating some custom graphics for your Facebook ad campaigns, click here.
By the way, there is a great free photo editing tool called PhotoScape that I use to create my custom Facebook ads. See image below. You can find this tool here.
#2. Targeting audience
Next, let’s think about targeting and demographics.
In the very beginning when I started using Facebook ads, I’d target a broad audience without question.
However, after experimenting with different demographics and interests, and learning to understand where my target audience was on Facebook, I found that my target audience laid directly in between broad and specific. Like most people would I guess.
Here’s the audience definition that I use for my Facebook ads today –
Demographics: For my ads, I’ve selected English speaking language (UK and US), people living in the UK and USA and of the ages of 25 to 54.
Interests: I’ve selected just a few terms related to ‘web design’, ‘WordPress development’ and ‘creative digital marketing’.
I could probably add a few more terms to be even more specific, however, I’m continuing to test using other relevant terms using different ad creatives to see how much more targeted I can make my ads.
Tip: Take the time to refine your targeting audience the best you can. Think about your customer base and readership. Select as many terms related to your niche or business as you possibly can to target a specific audience in a specific geolocation for your fan page. The more targeted the better.
Additionally, don’t just create one campaign and be done with it. That won’t work.
Create several campaigns. Make each one focused on different demographics and interests to find which works best for you.
It’s not an overnight process, I know, but a little groundwork now will go a long way for your future ads.
#3. Budgeting and finding the best days to run your ads
My budget for running ads to grow my Facebook audience is around $5 – $10 per week.
I don’t run my ads continuously anymore, though I did do in the very beginning when I was experimenting to find which days, time of day, etc was best to run my campaigns.
During my early experiments, I found that my ads performed better on Wednesdays and Thursdays.
Over those two days, I was able to achieve 0.02 -0.05 pence per page like, and around 18% CTR. Whilst on the weekends they didn’t perform so well with 0.09 – 0.12 pence per page like and just 7% CTR, this is still the case today.
I would recommend that you don’t slap a massive budget on your ad campaigns, to begin with.
When experimenting or doing A/B testing, start small and increase your budget over time as you begin to perfect your ads.
I started off with just a few dollars per week. When I figured out which days were best for my ads, I increased my budget to $5 and then $10.
I also keep a calendar handy above my desk specifically for scheduling my Facebook ad campaigns and keeping track of my budget and performance. I’d highly recommend you do the same too.
In fact, if you want to get your hands on my social media planner, check out my Blog Planner Workbook here.
OK, so here’s a quick recap and points to keep in mind:
- Use relevant images with your marketing message for your ads.
- Select demographics to target carefully.
- Select specific interests.
- Use recommended photo size of 1200 x 628 pixels.
- Create a budget for your ad campaigns.
- Run your campaigns, test them, analyze them and tweak accordingly…
- Keep track of campaigns and costs.
- Repeat all of the above until you have found the best ad with the best CPC and CTR.
Facebook Advertising Tools
I use Facebook Insights to help me create targeted ads, click here to read how.
There are a number of other advertising tools you can use. Instead of me just listing them all here, check out the following useful article on Amanda Webb’s website RazorSocial.
One great thing about paying for Facebook likes to grow your fan base, and it’s something I’ve personally noticed on my own page, and that is, using Facebook Ads more frequently promotes growth organically!
I notice when I stop my ads for a few days, the number of fans to my pages still continues to increase organically, and then gradually slows down.
So, paying for likes can attract organic growth of your Facebook page.
Wrapping things up
You don’t need to be a social media specialist or expert to run simple and successful, low CPC, high-converting ad campaigns on Facebook to increase likes!
You don’t need to throw your entire life’s savings to fund your campaigns either, that’s not a smart strategy in any case.
All you need to do is learn, experiment, and analyze to see what works best for you and your campaigns.
I know I’ve shared with you what is working for me right now, and yes, I’m well aware that what works for one person, doesn’t mean that it will work for someone else.
Nevertheless, hopefully, you’ve been able to take something valuable away from reading this post to apply to your own strategies.
Once again, take your time refining your campaigns, I can’t stress enough on this importance.
And, when you achieve a satisfactory CPC and are getting more targeted likes to your Facebook page. And when you start seeing increased activity on your Facebook page, the rest will be plain sailing.
The very best of luck.