Have you been getting by with the basics of Facebook Advertising for quite some time? Are you ready to step up your game and learn some advanced tricks? Allow us to recap 5 advanced tips from the Lynda Course on Advanced Facebook Advertising. Let’s get started!
1. Use Power Editor to Manage Ads in Bulk
Facebook’s Power Editor is a tool designed for larger advertisers who need to create lots of ads at once and have precise control of their campaigns (Facebook). Whether you are an agency, a large retailer or a consultant, Power Editor is the way to go. Power Editor can be found by using the Google Chrome browser and navigating to the Power Editor Button at the top of your Ads Manager dashboard.
Within Power Editor you can quickly set up and manage a multitude of ads. Some of the top features include:
- Quickly create duplicates by copying and pasting at the ad, ad set or campaign level
- Select and edit multiple rows at once
- Preview your ads in News Feed
2. Create a Custom Audience Based on Web Traffic
Within the Ads Manager section of your Facebook account, you have the ability to create custom audiences. One way is by saving the email addresses from your mailing list to a CSV file in Excel. Select ‘Create a Custom Audience’ in your Ads Manager and upload the CSV file. You can also just import directly from MailChimp. With these feature you can now display ads to your current mailing list.
Another option is to create a custom audience based on your web traffic. One way to do so is by utilizing Abandonment Remarketing and targeting people who have made it to your checkout page but have not completed the purchase.
3. Create Conversion Pixels
Conversion Pixels allow you to place a special code on a specific page of your website and track who converts as a result of your Facebook Ads. Conversion Pixels can be found in the Conversion Tracking section of your Ads Manager. If your website is an e-commerce platform, we recommend selecting ‘Checkouts’ as the category for your pixel. This will allow you to track who makes a purchase as a result of your ad. Note that Facebook defines a conversion as anyone who has viewed or clicked your ad in the past 28 days. That timeframe can be modified.
4. Utilize Facebook Retargeting
With Facebook Retargeting, you can place a small snippet in the code of your website to identify a user. Facebook will match to that user and deliver your retargeting ads. There are various companies available to assist you with third party retargeting including AdRoll, Perfect Audience, The Trade Desk, Brand Networks and more.
5. A/B Test Your Facebook Ads
While Facebook does not currently offer A/B testing tools, there are ways to conduct your own A/B tests on the social platform. One way to do so is by creating isolated campaigns and advertisements. Make sure that the budget, timeline and other features are the same so as to only test one piece of data. Once you are done running the ads you can view the ad frequency to ensure they are pretty similar. If the ad frequency is not close, you should try the A/B test again. While you won’t get a perfectly clean test, it should be close.
If you need assistance with advanced Facebook Advertising, please do not hesitate to call Informatics.