We often receive questions about the best way to get started on Facebook advertising and maximize performance.The first and most useful thing to do is to have a plan on how to structure your campaigns, no matter which advertising platform you are using.
Here are 5 best practices to structure your Facebook campaign.
#1 Create One Ad Set Per Targeting Method
This certainly is a must. You need to be able to easily get a snapshot of the audiences that are performing the best for you and dividing each target group into its own adset allows you to easily do that. This is also a very good method to pause what doesn’t work and customize the budget based on performance.
#2 Create One Campaign Per Country
This is another way to keep your performance ready to be analyzed in a few seconds. Another big advantage is related to the fact that you will be able to pause low performing countries right away if they do not perform well. If you are targeting only the United States, you might consider creating a dedicated campaign for your top States.
#3 Test Optimized CPM vs. CPC bidding
Their performance can greatly vary. We strongly recommend to test them both and look both at the CTR and cost per conversion to find the bidding method that works the best for you. Results vary greatly by audience and you shouldn’t be surprised if you end up using a mix of CPM and CPC bidding in your campaigns
#4 Split Test Images, Texts & Landing Pages
This needs to be done rotating the kind of test you are running. you do not have to mix images, text and landing pages tests or you will have difficulties analyzing results. You always want to have at least 5 ads testing and change the test once you have a clear winner.
#5 Create Separate Ad Sets For News Feed & Right Column Ads
You do not want to mix them in the same ad set because they perform completely different and therefore you have to be flexible in deciding how much budget to allocate to each form of advertising.
You need to segment your audience as much as possible into several ad sets. This allows you to control your performance in a better way and it gives you the possibility to boost what works nicely. Additionally, never stop testing images, ads and landing pages to be able to reduce the cost per conversion on a daily basis.