Facebook has one of the most advanced ads managers we have access to in the self-serve PPC space. There are lots of campaign objectives, each with their own set of best practices to follow. This allows for an incredible level of specificity. But to a new marketer, or even for those who don’t visit Facebook’s Business Manager regularly, this platform can get overwhelming pretty quickly.
Just selecting your industry can be overwhelming!
To help alleviate some of that, I’m going to run through the three most common areas of Facebook where advertisers tend to run into challenges:
- Facebook ad scheduling or dayparting
- Ad rotation settings
- Campaign Budget Optimization (CBO)
1. Facebook ad scheduling (dayparting)
As marketers, we know it’s in our best interest to pull all the levers at our disposal to improve campaign performance. One easy, effective lever in search campaigns is dayparting. In Facebook, however, it’s not so easy.
Strangely enough, your ability to schedule ads on Facebook is actually directly impacted by your budget choices. I wrote about the two key options earlier this year: daily and lifetime budgets.
If you want to use ad scheduling, you’ll need to choose lifetime budgets. Daily budgets do not allow for ad scheduling. Additionally, you cannot change a campaign from daily budgets to lifetime budgets once they’re published. So if you have a daily budget campaign you want to schedule ads for, you’ll have to create a new campaign with lifetime budgets.
Once you’ve chosen the lifetime budget option in the ad set builder, you’ll choose the Ad Scheduling radio button below.
That will then open up a builder where you can simply click the times you want your ads to run. The times your campaigns will run for will show up in blue.
As a quick short cut, click the “Every Day” line if you want all days to show for the same hour block. Also, if you hold the shift key down (on a Mac, at least) as you click from one space to the next, it will highlight all of those in between.
2. Ad rotation issues
The number one irritation I hear from Facebook advertisers is unbalanced ad rotation. Most of the time, social advertisers have backgrounds in search, and we’re used to having an option like this in the campaign settings:
Not so much with Facebook. With Facebook, we constantly end up with ad tests that look like this:
Facebook determines which ad it thinks is going to perform best very early in the test and shows that one far more than others, no matter what the actual conversion performance is on the ad. The image above isn’t the most egregious example I’ve run into, but the point stays. Unfortunately, Facebook didn’t choose the ad I would consider the top performer with both higher CTR and lower cost per conversion performance.
So what can we …read more
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