When you want to quickly burn through your marketing budget, turn to Facebook advertising. At first you may think these ads are performing well because they’re receiving so many clicks, but ultimately your ROI isn’t worthwhile. Of course, if you know what you’re doing, this doesn’t have to happen – you can even improve your SEO here. For this to happen, you must have a good understanding of these best practices though.
Choosing the Right Type of Ads
When you first start out you should try Mobile App Install (MAI) ads because you can download and start using them with just a few clicks. However, you’ll want to set up the Facebook SDK (software developer kit) so you can gather information about how people are interacting with your advertising campaign. Armed with this information, you can try other types of advertising like app events (AEO) and value (VO) bidding. While these are similar, you may find that one type of Facebook advertising is more efficient than the other for you.
Find the Right Bidding Structure
Although bidding structure makes a huge difference in your results, you’ll only know what will work best for you by doing some testing. There are two types of bidding structures to choose from:
- Automatic: These will meet your goals without costing too much money.
- Manual: These give you more control. You must make adjustments (major edits) here, especially when you change your bids by more than 30%.
As you search for the right bidding structure, make sure you slowly increase your bids only by about 10% – 20% until you find the right spot. Doing so will bring you quality over quantity.
Use Targeting for Choosing Your Audience and Placing Your Ads
Auto bidding with broad targeting lets Facebook’s ad system adjust your bids so you find the best audience. This doesn’t mean you shouldn’t continue testing because if you don’t, you’re likely to waste a lot of money. Some of the different audience types you should be testing include:
- Mobile app installs
- Value bidding
- Campaign budget optimization (CBO)
Turn Budget Optimization On
To manage how much money you spend on Facebook advertising each day, make sure you turn on budget optimization. This will save you time because you won’t manually need to temporarily pause your campaign. You should use this unless you have historical performance data available to help you manage your ads because otherwise you won’t know what’s performing well for you.
Use Caution When Scaling up Your Campaigns
Using campaign budget optimization tends to lead to more profitable campaigns. However, you may see these campaigns eventually plateau. You can fix this by:
- Launching a new audience with a new ad set for the same campaign
- Launching completely new ads
- Minimizing any major edits (don’t completely avoid them though)
Sometimes “learning mode” will also help you save time while also positively impacting how your Facebook advertising is performing. Another great opportunity avails itself when you delete a bad ad. Learning mode can help you here as well. It can also help you know when to pause an ad, campaign, or ad set. Unfortunately, this is considered a “significant edit” – one that’ll trigger your campaigns to return to learning mode and only makes sense when one of your best ads stops performing and you can’t find a way to fix it.
Getting Your Facebook Advertising Started
Running Facebook advertising takes time and energy, especially when you want it to have a positive impact on your SEO. Unfortunately, you probably don’t have much time for this. Fortunately, this is where the Affordable SEO Company can step in and help you like they’ve successfully helped many other clients throughout the years so get in touch with them today.