Your budget is one of the most critical factors determining your ad’s success. With sufficient budget, Meta’s delivery system can show your ad to more people and learn who is more likely to take action.
Recent changes in digital advertising have resulted in less data being available for advertisers, and some businesses have seen declines in performance and higher costs. We understand the challenges small businesses face, which is why we’re continuing to provide resources for your success, including these budget tips.
Budget Essentials Checklist
Consolidate Your Campaigns and Ad Sets
Reducing your number of ad sets and campaigns can help keep your ads competitive in Meta’s ad auction by concentrating your budget. Reducing the number of ad sets can also help your ads exit the learning phase faster.
- Pause ads and ad sets whose audiences overlap, especially those that are underperforming
- Try combining ad sets that have different audiences or placements, but the same creative
- Try to only run one campaign at a time, unless your campaigns have different objectives, like prospecting and conversions
Broaden Your Audience Targeting
Small businesses that used broad targeting in their campaigns, which is location, age or gender targeting, achieved a 12% lower CPA (cost per action), on average, compared to campaigns that did not use broad targeting.
- Only use age, gender and location targeting
- If you add detailed targeting, ensure that detailed targeting expansion is turned on
- Refer to the Estimated Audience Size under “audience definition” while creating your ad set
To help your budget reach more people, consider broadening your audience. For most advertisers, an audience of at least 2 million is ideal.
Turn on Advantage+ Placements
Advantage+ placements allow our system to find the most cost-efficient options across Facebook, Instagram, Audience Network and Messenger. With more options, the system is able to determine in real time where ads will get the best results for the lowest cost.
- To use Advantage+ placements, select the option while creating your ad set in Ads Manager
Make Sure Your Ads are Mobile Friendly
Small businesses that used mobile-friendly creative in their campaigns, which is video creative that has a vertical aspect ratio (height > width) or duration of 15 seconds or less, achieved a 12% lower CPA, on average, compared to campaigns that did not use mobile-friendly creative.
Many of your customers browse Facebook and Instagram on their mobile devices. Here are a few mobile-friendly best practices:
- Make sure your video is vertical, not horizontal
- Keep video length to 15 seconds or less
- In video ads, capture attention and put your main brand or product message in the first 3 seconds
Optimize for the Right Objective
In ad setup, make sure you’re choosing the right objective for your business goals.
*Source: Meta For Business
Disclaimer: The information contained in this blog is for general information purposes only. The information is provided by Tribal Digital Media, and while we endeavor to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability or availability with respect to the website or the information, products, services, or related graphics contained on the website for any purpose.
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