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When creating awesome Facebook ads it’s essential to have the Facebook pixel installed and ready on your webpage. It helps you with tracking every Facebook user and their behaviour on your site. Eventually you can then retarget them within the Facebook product catalogue which works purely based on the activity saved in your pixel.
For amazing Facebook campaigns, you should also think about the right campaign objective. This means always trying to keep your final goal you want your users to complete in mind.
Is it sign-ups, video views or conversions? If you know concretely then set up your conversion campaign and let the Facebook algorithm do the rest. You will see: Facebook knows best which audience wants to spend money on your webshop or would love to watch your video.
When you have your campaign already running for some days or weeks, there will come the time where you should start optimization – because clicks, conversions and prices will start to drop.
We recommend to have a look at the age group, gender, devices and platforms and to start excluding everything that is too expensive and doesn’t give you the results you wanted to have.
Then take a look at your ad creatives – if there are some that work better than the others you can exclude those that don’t perform as expected.
Finally, if none of these measures work try to find new interests, set up new custom or lookalike audiences and try to improve your audiences. Crazy enough: Sometimes it can help to just duplicate your whole campaign and to newly set it up.
And finally, don’t forget to have a good landingpage for your campaign to lead your customers to. Your main focus should lie here because once your user receives more clear information about the campaign he’ll immediately know what to do – be it signing up, viewing the landing page or purchasing – Without a good landing page even the best campaign won’t succeed.
For an easy landingpage setup we recommend tools like Unbounce to build them and Hotjar to set up heatmaps and (anonymous) recordings of your user for user experience tracking and optimization.