So you've got a great audience to target on Meta, now what? Here are some best practices for getting the most bang for your buck.
1. Choose the right campaign objective: Depending on which UI you see in Facebook, you'll have a couple different options to choose from:
- Awareness (or Reach) is great for any custom audience size. The goal will be to reach as many people within your audience as possible, so you'll know you're reaching the maximum number of people within your list. This would be your best bet for smaller audiences, especially ones under 1000 people. 💡That's why ads launched from AET Ad Studio using a custom audience <1000 people automatically are sent to Facebook in the Reach Objective💡
- Traffic optimizing toward Landing Page Views is a great way to get traffic & engagement on your website. It's great for building brand awareness with it's cheaper impression costs + driving customers directly to your site. 💡That's why ads launched from AET Ad Studio using a custom audience >1000 people automatically are sent to Facebook in the Traffic Objective💡
- Leads/Sales/Conversions objectives can be hit or miss with custom audiences, particularly when dealing with an audience size under 10K.
2. Don't forget to use the 'Special Ads Category' at the Campaign level. Even if you're not specifically advertising 'credit', because your website likely has credit or financing terms, Facebook will more than likely disapprove your ad if you don't have the 'Credit' category selected. 💡Any ad launched from AET Ad Studio or Inventory Studio has this selected automatically 💡
3. Keep an eye on frequency: You can view frequency by customizing your columns in Ads Manager. The frequency is the average number of times a person in your audience saw an ad in the date period selected. So in the example below, that first campaign has a frequency of 14, meaning on average people in that audience had seen their ads 14x within the last 22 days. So once your frequency starts to climb up, make sure you're updating the content of your ads so the audience doesn't get fatigued.
4. Have great Creative: Make sure you have high-quality creative that gets your message across.
💡If only there was an easy-button for quickly generating high-quality creative for dealerships...💡 oh, hey AET Creative Studio!
5. Use UTMs: This will help with tracking in other platforms like Google Analytics. Keep in mind that your GA will do a good job of tracking performance when people click directly from your ad. But not a great job of attributing return visitors who clicked from an ad, then later visited the site again from another device or browser. 💡When building from AET Ad Studio you can select 'Link Builder' to access a utm-building tool 💡
5. Track performance with Facebook's Offline Event Set: Upload your customer data to Facebook's offline event set to get an idea of how your sales are doing. Keep in mind, Facebook's attribution window is narrow, so they'll only show you people who made a sale within 7 days of clicking or 1-day of viewing an ad. But regardless, a nice way to get some insight on to ROI from a campaign. 💡If you don't like doing this manually via CSV upload, our AET PinPoint solution will automatically update for you💡
