This means businesses need to refresh their ads more often than other ad platforms to keep users engaged, but also to provide valuable additional information about a product or service. Images are the advertising component that most influences the click-through rate. Facebook users quickly scroll through their Facebook feeds and stop to check out posts with eye-catching images. Facebook images only allow 20% text on images, so text is crucial in turning users' temporary interest into an actual click on the website. Testing ad text is as important as testing an image, although the role of ad text comes into play later in the user acquisition process. 3. Take advantage of manual and automatic bidding Facebook's automatic feature is extremely effective, but it may not always deliver the desired cost per click or conversion.
Manual bidding is great anytime you're driving a good number of conversions (or clicks, engagement, and any other goals image masking service depending on the type of campaign you're using), but you need to lower the cost per conversion slightly. Manual bidding is time-consuming because it requires constant monitoring to avoid drastically reducing volume or exponentially increasing cost per acquisition. I've found that if the cost per acquisition is nowhere near what it needs to be, manual bidding won't be able to bring it down to a profitable level. In these cases, you need to optimize the website, sales funnel, ad copy, and/or target audiences. Advertising Continue reading below 4. Do not make frequent changes Facebook focuses a lot on its algorithm and the ability to optimize the performance base.
As with any algorithm-based automatic optimization, data collection is the foundation of every optimization. Facebook's algorithm starts learning every time you set up a campaign, target group, and ad. Budget changes, image variations, audience adjustments, and similar activities trigger the algorithm and let it know that new variables are in place. As a result, companies may experience different performance until the algorithm learns how to best optimize campaigns. Businesses should not change campaign settings for campaigns using automatic bidding for at least two weeks. However, there are some exceptions, such as: You're not getting enough conversion volume and you're using auto-bidding for conversions.