Facebook advertising may have suffered more than any other from Apple's privacy updates, but in no case has it lost its effectiveness.

How to optimize Facebook ads?

Let's talk about strategic and tactical, simple and slightly more sophisticated ways to manage your advertising budget and time to the maximum.

Let's improve the structure of our account

This is not so much a way of optimization as a best practice or rather even a requirement if you want to succeed in advertising on Facebook.

Too often, advertisers break down their campaigns based on who they are targeting, rather than their goal.

Instead of creating three separate campaigns for each audience, it is better to create one campaign, and then create three ad groups for each audience within the campaign. This is how Facebook campaigns and ad groups should be used.

Thanks to the correct structure of the Facebook advertising account, you can more effectively manage and optimize your ads, as well as scale your efforts and offers.

Setting up a pixel using Google Tag Manager

Google Tag Manager can be used not only for tracking Google Ads conversions. You need to install a tracking pixel for any profitable advertising campaign if you need to track conversions on your site. Thanks to integration with Facebook partners, Ads Manager allowed you to configure the meta pixel without using code, although they do not always work correctly. However, there is one simple way that requires only a small "intervention" in the code: through Google Tag Manager.

Using Google Tag Manager, you can install the container code on every page of your site. Then instead of adding code to each of your pages every time you want to install a pixel, just connect it to Google Tag Manager.

Then you can do the same to configure the Facebook Conversions API. Due to privacy measures, you need to use the Facebook Conversions API and meta pixel together to get a more complete picture of the effectiveness of your ads.

Having an idea of what actions visitors take after viewing your ad, and who these visitors are, you can optimize your RC based on data and retargeting people who have already visited your site.

We combine our conversions

After the pixel is set up, you can tell Facebook which conversion events you want to track. You can also set up a separate conversion event for each e-book download. However, if you do this, you will have to dig into the data of each adset to see how many conversions you get from the campaign in total.

If we create a single upload conversion event, we can quickly get the total number of conversions from the campaign data. This is a small detail that can save time and help you make decisions faster.

In addition, measurement based on aggregated data encourages to combine conversions. Of course, you can create events that are not in the list of eight priority events, but these events will not be reported if they are shown to iOS 14+ users who have refused to be tracked by Facebook.

Interaction on the platform

One of the most effective retargeting campaigns on Facebook is showing ads to previous site visitors. For example, you can redirect visitors who have subscribed to your newsletter, filled out a form, or viewed a page of a particular product. But since iOS 14+ users can opt out of tracking, this retargeting site audience is no longer as reliable as it used to be.

One way to get around this is to retarget users based on their interaction with the desired Facebook page. These audiences will be accurate as they rely on Facebook's own data.

"Fast take-off"

After Facebook's ad campaign is launched, it takes time before Facebook can really start optimizing ad serving for your specific goals, because it needs time to collect enough meaningful data.

If you work with a small budget, then advertising may not be shown as often, and therefore it will take more time to pass this stage of training.

Using the quick take-off method, you can create a Facebook account as usual, and then assign a budget higher than you plan to spend. Let the campaign work with this budget until it reaches 10,000 impressions, and then reduce the budget back. This will speed up the learning phase and also provide data that can be used for other optimization strategies.

We aim the Republic of Kazakhstan at similar interests

Facebook provides detailed targeting for a number of different interests. Let's assume that if you advertise toys, then, instead of focusing only on "toys" as an interest, you can target children's clothing.

The target audience of influencers

This Facebook ad optimization strategy is similar to the one described above. Even if you focus on the right interests, you can't tell until you choose an interest how big this audience will be. Some audiences are too small by themselves, while others are shrinking due to privacy changes.

However, you can do a little marketing research on the pages that your audience subscribes to and that they like. Pages not of your direct competitors, but of influencers and other related brands. For example, if you advertise products for animals, look at the page of the Society for the Protection of Animals, there will be a lot of subscribers. Insert this into the detailed targeting field in your ad group, and you can get a decent audience. It's even possible to narrow it down to certain geo.

Use the audience of interested buyers from the search

Facebook has removed or restricted several targeting categories from the platform in the name of privacy, such as those related to employment, real estate and finance. However, you can launch a Google search campaign by targeting an audience of interested buyers. This type of targeting still allows you to reach these categories of users. This will attract qualified users to the right site, where you can create a list for further use on Facebook in campaigns with similar audiences or retargeting campaigns.

Optimization of scaling using automated rules

Managing any PPC account involves constant monitoring and configuration. For example, you can:

Check ineffective ads and suspend them after a certain period of time.

Increase or decrease the campaign budget if it reaches a certain threshold of clicks or conversions.

Increase the bid if your campaign is running slowly.

Facebook Ads Manager can be programmed with automatic Facebook rules so that it checks it for you and performs the appropriate actions.

However, you should be careful There should be no place for forgetfulness, since you will still need to sometimes follow the automatic rules to correct them. Automation does not mean inaction.

We use the whole funnel

You need to push users to take actions that will bring you income.

One way to do this is to launch a traffic campaign, collect email addresses on the right site, and then enter these addresses into the right mailing list. But why not use additional advertising campaigns on Facebook to prepare your audience?

For example, if you are running a campaign to raise awareness or attract traffic, you can create a remarketing list for users who participated in these campaigns, and then target them with advertising, already for the purpose of increasing leads or for the purpose of sales.