Social Media Marketing has always been about connecting with the audience in the right place and at the right time. Social Media Marketing in short (SMM) is another most useful medium where Digital Marketing Company Owners can create their Social Media Services. Social media marketing is mainly used in social media platforms and websites to promote a brand or a website. If you are thinking about advertising on Facebook. But you have no idea if it’s good or not good for your business. Facebook Advertising and is it right for you? Facebook Advertising is a great place to be. There is definitely a benefit to Facebook advertising. First, Ensure Your Facebook Ads Spend Campaigns Are Tracking Correctly. If you see your lead costs rise for your Facebook ads campaigns, it may be due to a number of the budget- and auction-based factors. But if your lead costs shoot up significantly, it’s worth checking to see if there’s a tracking issue. You don’t want to spend hours upon hours fixing ad campaigns and landing pages only to find you’re under-reporting leads due to a tagging issue.
First, check that your Facebook pixel is firing correctly. To do this, use the free Chrome extension Facebook Pixel Helper.
Look for a green circle with a checkmark next to any page view and event pixels, which indicates the pixel and event pixels are firing correctly. If you don’t see a checkmark at all or it’s yellow or red, you have an issue and you’ll need to do some troubleshooting.
Also, check that the pixel ID you see in the Facebook Pixel Helper matches the pixel ID in your Facebook Ads Manager.
To view your pixel ID, open the main menu in Ads Manager and select Events Manager. You’ll find your pixel ID on the Data Sources tab.
Here are the 4 Best Methods to Reduce Your Facebook Ads Spend in 2019:
Campaign Section Checks
1: Make Sure the Facebook Ads Objective Aligns With Your Goal
Before you run any Facebook Ads campaign, you need to have clear goals in mind. When setting up the campaign in Ads Manager, Option for the campaign objective that best matches the action you would like the user to require like blog views, video views, or eBook downloads.
If your goal is to have users sign up (convert) on your landing page, the Conversions objective is a clear choice.
Selecting Conversions as your objective tells Facebook to place your ad in front of people who are most likely to convert.
Facebook segments users supported their regular actions on or off of the platform. As a result, it optimizes over time and knows if someone is more likely to watch videos on Facebook or download lead magnets.
Ad Set Section Checks
2: Segment Leads From Facebook Ads Conversions
Beyond choosing the correct campaign objective, make sure you choose the suitable conversion event at the ad set level of your campaign.
Most Facebook advertisers simply opt for the standard lead events or purchase events here, depending on their campaign goals.
If your goal is to track webinar registrations or downloads of an eBook, ideally you want to select Lead. That way, Facebook will go after users who generally trigger lead events on websites.
But how do you differentiate among different types of leads?
If you use custom parameters in your lead events, you can bring more valuable data into the platform. This also allows you to create specific custom conversions based on each type of lead in your account.
3: Validate the Value of Your Core Offer
If you’ve nailed down your audience, messaging, ads, and landing pages but still aren’t getting the conversion volume you’re looking for, maybe people simply don’t want what you have to offer.
It can be a hard fact to come to terms with but tweaking your offer may be the key. This doesn’t necessarily mean you need to overhaul your product or service offerings; you could simply adjust how you’re framing your offer. Start by answering these questions:
- Does it solve a specific problem?
- What is the perceived value?
- How are you making it irresistible to the end-user?
- Can you reverse the risk for the prospect to make it an absolute no-brainer?
These are keywords that show high intent and would target users most likely to convert on your landing page.
If you’re unable to convert these users who are actively looking for a solution, there’s a good chance your offer and/or your value proposition need tweaking.
4: Remove Underperforming Facebook Target Audiences
This may seem obvious, but if you’re not getting the right people to your landing page, your chances of converting them into leads and eventually customers are limited, resulting in higher lead costs. In addition, it’s often the audience source that can seriously impact the conversion rate on the landing page.
For conversion campaigns, You like to start with 1% lookalikes until you identify the top performers. From there, you can test the 1%–2% and 2%+ audience sizes.
The broader lookalike audiences allow you to increase your potential reach and give the Facebook algorithm more room to move, which should boost efficiencies over time.
If you’d like more in-depth information around the performance of individual interests, consider using a third-party tool like ConnectExplore from Connectio ($197 for lifetime access). It lets you see which specific interests are driving results, even if you’re lumping them into the same ad set. You can then cut out the underperforming interest targets and gradually focus on the ones driving the results for your campaigns.
Some interests are driving higher costs per lead than others. There is potential to remove these interests to lower the overall cost per lead.
Don’t forget the power of the audience. Take a look at the conversion rates you’re seeing for each audience individually. What is the variation for you?
When marketers think about ways to reduce their Facebook lead costs, many only think of changing the ad copy or the audience. This perception of social media marketing is extremely narrow. In reality, once running conversion-oriented campaigns, you will be able to optimize several factors to boost results.
While each Facebook campaign is totally different, this text article offers 4 potential areas for improvement. Some of these are often overlooked in day-to-day campaign optimizations. Marginal improvements across any of the above may put you well on your way to getting more conversions for less!