{"id":20495,"date":"2022-10-26T16:26:00","date_gmt":"2022-10-26T20:26:00","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=20495"},"modified":"2022-10-12T15:27:13","modified_gmt":"2022-10-12T19:27:13","slug":"improve-facebook-ad-management","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/social-media\/improve-facebook-ad-management\/","title":{"rendered":"Improving Facebook Ad Management"},"content":{"rendered":"\n
Facebook is a great place to advertise your goods and services. The size of the platform speaks for itself, and there are plenty of targeting tools available with Facebook Ads to help you find the right people at the right time. <\/p>\n\n\n\n
But that doesn\u2019t mean that it\u2019s easy to have success with Facebook Ads. In fact, it is certainly possible to waste a lot of money running inefficient ads that won\u2019t lead to enough sales to justify the money you spend on this marketing channel. To make sure your ad campaigns come out ahead time after time, intelligent management is required. <\/p>\n\n\n\n
And that is what we are here to discuss. Let\u2019s take some time to dive into the details of how to manage a Facebook Ads campaign properly so you can avoid spending more than is needed to find the people who can push your business forward.\u00a0<\/p>\n\n\n\n
Sometimes, Less Is More<\/h2>\n\n\n\n
It is tempting to micromanage every last little piece of your Facebook ad campaigns. After all, you are spending valuable dollars on these ads, so you need to get the best possible return on that investment. Many marketers fall into the trap of constantly making adjustments, changing one thing after the next, in the eternal pursuit of ideal results. Being active within your account makes it feel like you are being productive, even if the changes didn\u2019t really need to be made. <\/p>\n\n\n\n
Unfortunately, this can be a recipe for disaster. Make no mistake \u2013 it\u2019s important to actively manage your campaigns. But going too far and making an endless string of changes is likely to do more harm than good. At some point, you\u2019ll need to embrace the productivity that you are getting from your campaign or campaigns and just let them run for a while. You\u2019ll always be monitoring how they are performing so you can jump in and make key changes when they become necessary, but too many changes will just leave you confused and in constant search of a new solution.\u00a0<\/p>\n\n\n\n
The topic of resisting the urge to make constant changes brings the conversation around to the importance of having a well-designed, properly structured ad account. We\u2019ll talk more later about organizing your campaigns in such a way that makes it easy for you to determine what is going on with each of your ads without having to sort through messy data. The better you can organize your account from the start, the easier it will be to keep an eye on everything and make limited, strategic changes aimed at only affecting the ads that are truly underperforming.\u00a0<\/p>\n\n\n\n
Intelligent Budgeting<\/h2>\n\n\n\n
Controlling your ad spend is one of the primary tasks you have as a marketer. With an unlimited budget, it would be pretty easy to blast ads all over the web and get the leads you need. You don\u2019t have an unlimited budget, however, so you need to be strategic and make sure that every dollar spent has a good chance to return value to the business. You can easily set budget limits on your Facebook ad campaigns, but how you set those limits will impact what results you are able to achieve. Let\u2019s walk through an example to highlight how this works in the real world. <\/p>\n\n\n\n
Imagine for a moment that you are running a Facebook ad campaign to promote a line of products that you sell on your website. Within that campaign, you have five different sets of ads that are being used to drive traffic from Facebook to your landing pages. Once a user lands on your site, they are presented with a sales page that will hopefully convert them into a customer. Of course, you are tracking conversion rates and other metrics to determine how well these ads are performing over time. <\/p>\n\n\n\n
For this kind of setup, how would you go about setting your daily ad spend budget? Many people \u2013 perhaps even most \u2013 would set the budget at the campaign level, deciding they were going to spend $100 per day (as an example) on the entire campaign. Once that $100 has been used up, the campaign will be paused until the next day. <\/p>\n\n\n\n
This technique could be fine in some situations, but it also can lead to trouble. Here\u2019s the potential problem \u2013 what if one of those five ad groups within the campaign is using up a majority of the ad spend without leading to a lot of conversions? In other words, it might be that one of your ad sets draws a lot of attention, but that might not be your best-converting offer. So, you\u2019ll be going through most of the $100 on ads that aren\u2019t optimal, and you\u2019ll be missing a big opportunity as a result.\u00a0<\/p>\n\n\n\n
The solution to this error is simply to control your budget for each ad set, rather than for the campaign as a whole. So, in this case, you might decide to set the budget limit at $20 per ad set, which would add up to the same $100 for the total campaign. However, you can now be sure that each ad set is going to get a chance to perform, and you\u2019ll get a better sample of results day after day. Now, you can see which ads and offers are converting best, and you can work on improving the others (or putting them on the bench and focusing more of your spend on the winners). <\/p>\n\n\n\n
You\u2019ll likely need to adapt this line of thinking slightly to suit your needs, but the idea should be clear. Make sure the way your budgeting is set up provides you with the opportunity to properly evaluate all of the various ads and offers at play. This spreads out your spend more effectively and will lead to better data that can drive appropriate decisions down the line. <\/p>\n\n\n\n
Organize Campaigns Correctly<\/h2>\n\n\n\n
It\u2019s always important to be well organized when running any kind of ad campaign. As you continue to write more and more ads to reach a bigger and bigger audience, the whole thing can get out of control. With a clean and clear structure in place, you can maintain an accurate overview of the campaigns you are running.\u00a0<\/p>\n\n\n\n
One good rule of thumb to keep in mind is that each of your campaigns should have a specific goal that is driving all decisions within that campaign. That\u2019s what makes one campaign different from the next \u2013 it\u2019s all about what you want to accomplish. So, if you have some ads you are running for the purpose of converting sales, while another set of ads is more about brand recognition and web traffic, those ad groups should be in different campaigns. <\/p>\n\n\n\n
The concept here is to keep your campaigns \u201cclean\u201d so you can make choices within those campaigns that are appropriate for your ultimate goal. If things get messy and you have ads within the same campaign that are trying to do different things, it will be tough to make good decisions and you may struggle to properly evaluate your results, as well. <\/p>\n\n\n\n
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