If you plan on using Facebook advertising for your business and you are just starting out...there are a few different things that you must be aware of in order to maximize your advertising results.
But one of the biggest things you must be aware of is to know what you should be optimizing for in order to achieve your end goal.
It seems like if you were to choose the objective of conversions every time that you would be done with your advertising optimizations but that cannot be further from the truth.
Depending on your sales funnel and how much data you have in your ad account will determine which optimization goal you choose.
So if you are just starting your ad account and you are trying to get more leads or sales via your website the first optimization goal that I would optimize for would be "landing page views"
The reason why you want to choose that first is you want to start building data into your account and essentially teaching Facebook who you are looking for to go to your website and buy.
Once you start to build up a meaningful amount of data and you are getting hundreds if not thousands of visitors per month then the next move will be to optimize for your conversion goals which can be a lead, custom conversion or a sale.
The way to do this is you will go into your Facebook advertising account where you create your ads and targeting and you will switch where it says "optimization for ad delivery" to the event that you are optimizing for.
What this will do is then tell Facebook to start optimizing for the exact event that you want to complete so it can use your past data as a reference point and help you get even more quality traffic.
The key to increasing traffic so you can get more leads and sales is quality. The way to do that is to look at your Facebook system as a data machine that will work in your favor.
The more and better the information that is put into the system the more effective it will work for you.
Okay now let's talk about optimizing for even higher valued actions. Let's say that you are optimizing for a purchase.
Initially you will be optimizing for the lowest cost conversion (purchases) but over time your Facebook ad account will have enough data to know the values (money) that are being generated.
Once Facebook knows this information then you will want to optimize for "value".
This tells Facebook that now you want to not focus on just generating sales but you want to focus on getting the sales that will generate the most value (money).
By optimizing for this metric it can help you generate a larger return on ad spend (ROAS)
So these simple structural tips should help you to get better results with your Facebook advertising moving forward.
If you ever need help with your ads make sure to schedule a free consultation and let's chat about how we can help you!