Want to improve the performance of your Facebook campaigns?
Wondering how to successfully test and fine-tune your Facebook ads?
To explore his process for optimizing Facebook ads, I interview Azriel Ratz.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.
In this episode, I interview Azriel Ratz, author of the Facebook Pixel eBook and the Facebook Ads Mastery online course. He manages Facebook ads for clients across the globe.
Azriel explains how he researches audiences and creates ad sets.
You'll discover which metrics to consider when testing Facebook ad performance.
Share your feedback, read the show notes, and get the links mentioned in this episode below.
Here are some of the things you'll discover in this show:
How to Optimize Your Facebook Ads
About five years ago, Azriel started working for a friend whose business had an email list of 1,000 subscribers at the time. Azriel's job was to post on Facebook, Pinterest, Instagram, and Twitter and figure out what posts worked or didn't work. When Azriel looked at the analytics and noticed that certain Facebook posts worked really well, his friend suggested scheduling posts at certain times and targeting the posts based on what was already working.
For instance, they created yes-or-no poll questions on Facebook, which attracted a lot of reach and activity. The polls asked how people felt about the day's news. They also posted these questions on the website: A basic form asked a poll question and a reader had to give their email address to respond.
With this approach, the email list grew to the tens of thousands, all without spending money on ads. Azriel's friend wanted to know what would happen if they started putting money behind these posts, so they started running serious tests on Facebook. Over the next three years, the list grew to about 150,000 email addresses and led to ecommerce sales and client work.
Two years ago, Azriel started his own business, focusing solely on optimizing Facebook ads for clients.
He discovers what audience and content work best and then uses Facebook ads to target each client's best potential audience with the best potential ads. As a result, clients get the best return on their ad spend.
Listen to the show to discover what Azriel studied in college.
The Value of Optimizing Ads
Most people think that creating Facebook ads is a very basic process. They know who they want to talk to and what they want to say. Based on that knowledge, they create an ad, choose an audience (thinking Facebook will figure it out), and let the ad run. They believe the cost is what it is, and they can't do anything about it.
However, Azriel explains, if a business talks to the same person a different way by creating slightly different ads, this change could possibly save the business money on the cost to reach that person. Over time, a savings of even one cent per click could potentially save a company hundreds of thousands of dollars, depending on the ad spend.
Listen to the show to hear my thoughts on conversion rate optimization.
Azriel's process reflects the structure for creating ads in Ads Manager. However, before you begin creating ads in Ads Manager, you can use the specifics of Azriel's process to begin thinking about how to build your ads.
Identify what business goal you want to achieve by running these ads: Do you want to get leads? Do you want people to attend your webinar? Do you want people to visit your store?
Your business goal helps you choose which type of campaign will most likely get you the right results. If you choose a page likes campaign, don't expect to get webinar subscribers. A video view campaign isn't ideal for getting purchases on your website.