Optimization

It is important that you don’t make any demographic presumptions before starting a campaign. Let the data show you which types of customers are the ones to convert. After 3 – 5 days running your campaign, you can begin optimizing it.

Just click on the “Breakdown” button in your Ads Manager dashboard and check these data parameters:

  1. Age;
  2. Gender;
  3. Country/Region
  4. Placement

Age – Look for the best converting age group, and push the entire budget there, excluding the others. If you have a big enough audience and several age groups are performing well, you could split them into several ad sets in order to get a clear test. This is a good idea especially when both the 18 – 24 and 35 – 44 age groups are performing. Because you can’t simply exclude the age group in between them, in this situation you have to split the campaign.

As you can see in this example, age group 18-24 and 35-44 are doing extremely well, that’s why we should push the budget to these two and exclude the others

Gender – If you see that either men or women are converting more on your products, exclude the other gender and leave only one.

So here we have an example with gender: in this case the female category is not performing as well as the male, so we will exclude the category and focus on the men

Country/Region – This is a more time consuming and precise process. I would recommend that you don’t optimise by regions (e.g., U.S) at the beginning . If you’re targeting several different countries in the same ad set it is ok to optimize if any country is dragging the performance of the ad set down.

As you can see in this example, we are running ads in several different countries. In the United States, the conversion is quite high, but in Australia is much cheaper, so we should run several different campaigns within Australia

Ad Placement – Facebook has several different placement options for showing your ads. There are News Feed (available for both mobile and desktop), Right-Hand side, Instagram, or Audience Network placements. After 3 – 5 days running ads on multiple placements (e.g. both Newsfeed and Right-Hand side), take a look at placement breakdown metrics and exclude the ones that aren’t converting while burning most of your budget.

Here you can see in this example, we’re running a campaign on two different placements: mobile newsfeed and desktop newsfeed. The mobile newsfeed is performing better and that’s why we’ll focus our efforts there.

Do not mess around too much with your budget. If you can see that your ad is performing pretty well, raise your budget 30% – 40%, but not more. Otherwise, it will mess up the Facebook algorithm for that specific ad. Also, after changing your budget, leave it as is for at least three days before making any additional adjustments. This way, you will avoid any delivery issues regarding budget pacing errors.

Here’s a couple of other tips that I tend to use:

  • Lift your budget by 40% at maximum;
  • Don’t change your campaign’s budget too often. Give time for algorithm to optimize.

Even though the Facebook algorithm does a lot to automatically optimize your campaigns, you still need to monitor your ads and to be able to make some adjustments manually if you’d like for it to perform to its highest potential.