How to Optimize Facebook Ads with Google Data Studio?

Chapter 1

How do Facebook Ads work?

According to Facebook, including over 2.74 billion active monthly users, it is the most widely used social networking platform (Source: Statista). From a marketing standpoint, there are several opportunities to engage with new audiences and broaden the scope of your company's presence.

What steps should you take to take advantage of these opportunities? By creating a Facebook marketing strategy…

This can all seem a little overwhelming for newcomers, but don't be concerned. If you're new to Facebook marketing, allow us to guide you through the process of taking advantage of the resources available to you. Significantly, Google Data Studio could give you superpowers while optimizing Facebook Ads.

Chapter 2

What is Facebook Marketing?

Facebook marketing is a catch-all term referring to how you can market your organization on the social media platform Facebook. It consists of the following items:

Facebook Ads
Business Pages
Facebook Marketplace
Facebook Groups

No matter your budget, whether you are looking for a free social media marketing solution or wish to set aside a monthly amount of money for paid Facebook Ads, there is a marketing technique that will meet your needs and objectives.

Chapter 3

What are the Benefits of Using Facebook Marketing?

First and foremost, Facebook already has over 90 million company pages. Approximately 1.88 billion individuals log on to the Facebook network at least once a day, including at least 17% of users using the platform to connect with products and brands.

Another way is that businesses are actively recruiting customers on this social media network. Thus it makes sense for you to create your profile there as well.

Businesses are actively recruiting clients on this social media network. Therefore it makes sense to establish your profile there as well.

Chapter 4

Types of Facebook Ads

1. Image Ads 2. Video Ads 3. Carousel Ads 4. Collection Ads

Facebook allows you to select from four different ad formats.

1. Image Ads

If you want to drive visitors to your website, static image advertising is significant. They must be in JPG or PNG format, and the headline should not contain more than 40 characters in length.

As a result of the limited number of characters available for the main message, it is advisable to use them for clear and concise calls to action (CTAs).

2. Video Ads

With video advertisements, you can highlight a product, promote client testimonials, or increase the visibility of your company. Video postings on Facebook, on average, have a 6.09% engagement rate, which is impressive.

However, you will lose viewers if your video is of low quality or has an unclear message.

3. Carousel Ads

When companies utilize carousel advertising, people may scroll through a swarm of photos to see the same product from a number of perspectives.

While this is great for e-commerce, carousel advertisements are not suited for showing a variety of products or listings, such as properties in real estate marketing, since they are too narrow in their scope of presentation.

4. Collection Ads

Image collections are an excellent option when displaying products in your e-commerce business. However, just as with picture advertising, you're limited to utilizing a short headline and a 125-character primary message, so they're not the best choice for conveying a great deal of information quickly and effectively.

The sort of advertisement you choose is mostly determined by the goal of your campaign. In contrast to videos, images are excellent for hammering home a visually enticing call to action, but videos are excellent for engaging people.

Additionally, there is no predetermined fee for Facebook Ads. The cost of an advertisement is defined by the amount of money you are ready to spend in order to obtain the ad position you wish because you bid on different ad spots across the platform.

Chapter 5

Facebook Ads metrics

1. Conversions 2. Frequency 3. Cost per Click (CPC) & Click Through Rate (CTR) 4. Cost per Action (CPA) 5. Return on ad spend (ROAS)

In order to optimize Facebook advertisements, you must use a data-driven approach to optimizing the results of your campaign.

You must grasp the important metrics in order to accurately measure your advertising effectiveness and establish whether or not your advertising activities are contributing to the achievement of your long-term company objectives.

These key performance indicators serve as benchmarks for evaluating the success of your campaign:

1. Conversions

A conversion occurs when your target audience interacts with your advertisement and responds by clicking on the call-to-action button (CTA). If your targeted action is a website visit, you will count a conversion if a user visits your site as a result of your advertisement being displayed.

It is critical to optimize the conversion rate of every piece of your website, but notably, your advertisements, to increase sales.

2. Frequency

The projected number of times a single user will view your ad is computed by dividing the number of impressions by the number of users who will see your ad.

Using this method, you can determine how effective your targeting is and avoid presenting the same ad to the same person too frequently.

3. Cost per Click (CPC) & Click Through Rate (CTR)

The percentage of users that click on your ad and are directed to the form or landing page associated with it is known as the click-through rate (CTR).

When your click-through rate (CTR) is poor, it can indicate that a huge percentage of people are disinterested in your advertisements.

The cost per click (CPC) measure informs you of the real cost of an average click – a metric that advertisers strive to keep as low as possible.

4. Cost per Action (CPA)

CPA advertising allows advertisers to pay only when particular actions are taken as a result of a Facebook ad.

For example, an app firm isn't interested in learning about its cost per click but is interested in learning about its cost per app installation. Facebook provides a great deal of freedom in terms of CPA tracking and billing.

5. Return on ad spend (ROAS)

The conversion value of a conversion is the amount of money your company earns as a result of that conversion. The return on advertising spend (ROAS) is the total amount of money earned from advertising divided by the amount of money spent on advertising.

Your brand will benefit from having a large number of ads that are successful in converting visitors.

Chapter 6

How to Start Creating Facebook Ads

1. Log in to the Facebook Ad Manager 2. Select Your Advertising Objective 3. Choose a name for your campaign 4. Create a budget and an ad schedule 5. Select Your Target Audience 6. Select Ad Placements 7. Identify the Brand Safety Controls 8. Create Ad Copies

Before jumping into details, let's take a look at the steps of creating Facebook Ads;

If you want to use Facebook Ads, it's preferable if you already have a Facebook Page for your business. If you don't, you should create one right away.

1. Log in to the Facebook Ad Manager

To begin, you must first log into Ads Manager. Ads Manager is the "central center" for creating, managing, and tracking Facebook advertising campaigns. You can log in from this page.

2. Select Your Advertising Objective

Setting your ad aim can help you establish what you want to achieve with your campaign. It's critical first to understand how Facebook's ad structure works.

Establishing the campaign and selecting your campaign aim from a standard list are the first steps in the advertisement development process. This objective will decide how Facebook will deliver the ad sets you generate as part of your campaign in the most efficient manner.

It is possible to choose from three different categories:

1. Goals with awareness

a. Brand Awareness

b. Reach

Campaigns that fall under the awareness objective are typically for new brands or enterprises that are moving into a new market. If your goal is to build interest and make your brand recognized by a bigger audience, you would choose brand awareness or reach as your objectives.

2. Goals for the consideration stage

a. Traffic

b. Engagement

c. App installs

d. Video views

e. Lead generation

f. Messages

In order to entice your audience to engage with you and learn more about your business, the consideration objectives must be met.

Using the lead generation objective, for example, you may design customized Facebook lead ads that include a built-in lead-capture form.

3. Goals for conversions

a. Conversions

b. Catalog sales

c. Store traffic

As soon as your target demographic has been identified and added to your lead pool, your desired action is to convert them into a paying client.

The conversion target enables you to choose between a website, an application, Facebook Messenger, or WhatsApp as the destination for tracking conversions from your ad, depending on your preferences.

Select your objective by clicking the green "Create" button and selecting it from the drop-down menu:

3. Choose a name for your campaign

Having a campaign name makes it easier to keep track of it within Ads Manager. As soon as you've determined a name, you'll need to decide whether or not you want to employ A/B testing to compare different variations of the same ad to one another.

This is completely optional, and you have the right to withdraw your consent at any moment.

4. Create a budget and an ad schedule

First, decide which Page you want to promote. This is most likely the page for your company. Then, decide whether your Facebook Ad campaign will have a monthly or daily budget, as well as when you want your campaign to begin and conclude. You can also provide a deadline for the project.

To ensure that your target audience sees your advertisement when it is most likely to be seen, you can schedule your advertisement based on time zones.

In the case of a U.S. audience, for example, you can run your advertising throughout the daytime hours in the United States, and so forth:

5. Select Your Target Audience

Your campaigns all have a single goal, but you must describe every audience segment you are seeking to reach in order to better align your communication strategy with your campaign goals. Because of this, it is wise to spend time personalizing your audience for each ad you run.

Under the canopy of your campaign, you can optimize Facebook advertisements so that several ad sets cater to diverse target markets under the same campaign umbrella.

Consider the following scenario: A newly launched fitness app company would conduct a general brand awareness marketing campaign and would push the app to busy young professionals while taking a different strategy for stay-at-home mothers.

Your ad set construction should begin with a clear definition of the audience to which the ad will appeal.

When creating a Facebook audience, you include the qualities of your ideal customers and individuals who suit this profile are included in the group of people who see your ad.

Similar to this, including exclusion limits is critical for keeping your ad spend to a minimum by eliminating overlap in your target demographic. For example, if you're advertising to a certain group of website visitors in one ad set, make sure to remove them from all other audiences within the same campaign to avoid confusion.

There are some common sorts of audiences that you must omit in order to improve further using exclusion parameters, such as your company's employees, job seekers, and non-engaged visitors.

The key to saving money on your advertising budget is to identify all of the people from whom your specific ads will not benefit and to exclude them from your campaign by establishing custom audience lists.

When running an app installation campaign, you might construct a custom audience of users who have previously downloaded and installed the app, and then specify this in the audiences to exclude section.

You can optimize every audience for every ad you make by testing out numerous variations and analyzing your campaign statistics to determine which version gets the most leads and sales for that particular audience. You have the option of saving and labeling this audience for future reference if necessary.

The ability to have a general overview of your ad reach allows you to adapt your audience depending on user activities and interests, boosting your chances of reaching the appropriate audience. If you're satisfied with the reach of your advertisements, you can proceed.

6. Select Ad Placements

Make a decision on where your advertisement should appear. Choosing "Automatic Placements" may be the best option for novices because Facebook can calculate where your ad is most likely to receive the most attention.

It is possible to change placement according to the device type, social media platform (such as Facebook or Instagram), and operating system if you are more skilled. For example:

7. Identify the Brand Safety Controls

You can indicate the types of content that you do not want your advertisement to show alongside, such as violent, sensitive, or offensive content.

You may also make a few minor adjustments to your bidding strategy from this screen as well. If you're a beginner, it's best to start with the default settings and make modifications later if you need to.

8. Create Ad Copies

Finally, select your ad format, fill in the ad copy, and upload any photos or videos you wish to use.

Every aspect of your advertisement has an impact, and even minor variations in the way you set up your advertisement might have an impact on its performance.

Incorporating targeted keywords into your headlines helps to keep your material relevant to your audience while also helping to advance your search engine optimization (SEO) goals. Optimized advertisements are created with care and evaluated on a regular basis.

Once you're satisfied with your advertisement, click the "Publish" button to make it live.

Congratulations, you've successfully produced your first Facebook advertisement!

Chapter 7

How to Optimize Facebook Ads?

1. Select the Most Appropriate Campaign Objective 2. Experiment with Different Themes and Formats 3. Put your landing pages through their paces 4. Keep an eye on the frequency of advertisements 5. Experiment with different audience sizes that are similar to your target audience 6. Make the most of your advertising budgets

If you aren't careful, advertising expenditures might consume all of your cash resources very quickly. If you don't optimize your advertisements to the greatest extent possible, you'll almost certainly miss out on better results and money (or growth).

1. Select the Most Appropriate Campaign Objective

The goal is the metric that Facebook's algorithm employs to determine how many people to add to its audience.

Consider the following scenario: you want to reach ladies between the ages of 25 and 44 who are interested in yoga and fitness. Within that audience, there are further defined groupings based on intents and the goal you set. The Purchase objective allows you to target people who are more likely to purchase your items than if you utilized a Traffic objective, which is the default setting.

2. Experiment with Different Themes and Formats

A/B testing is a useful tool for comparing two versions of an advertisement to see which one performs better overall. When advertisers conduct experiments, two or more variants of an ad are shown to viewers at random, and an analysis is performed to determine which variant generates the highest conversion rates (or click-through rates).

There are a variety of things you may experiment with, including color and call-to-actions. However, in order to optimize Facebook advertising in particular, we intend to test two key components.

3. Put your landing pages through their paces

Another Facebook ad optimization suggestion is to test your landing pages to see what works best. However, despite the growing popularity of in-app shopping through Facebook Shops, you should still direct users to your website in order to gather information about them and test different landing page layouts.

4. Keep an eye on the frequency of advertisements

When you have too much of a good thing, it can become toxic. The same can be said for your advertisements. The more the number of times individuals see your advertisement without taking action, the more likely it is that they are not interested.

The frequency of your ad is estimated by Facebook through the use of sampling and modeling. That is, when it provides you with a frequency score, it is only providing you with an approximation at best.

5. Experiment with different audience sizes that are similar to your target audience

Known as a Lookalike audience, this is a group of Facebook users who are interested in your business because they are similar to your present consumers and are therefore interested in your product or service. They are simple to build and deploy (all that is required is a CSV file upload), and they can be a terrific tool to locate users who are highly responsive to your advertising.

Facebook allows you to specify how closely you want your target audience to mirror your base audience. Depending on how many people you want to include in your Lookalike audience, you may set it up to include anything from 1 percent to 10 percent, with 1 percent consisting solely of people who are a near match to your base audience.

6. Make the most of your advertising budgets

In Facebook Ads Manager, there are a few different strategies to optimize your ad budgets. The amount of organic traffic your business receives reduces the amount of money you need to spend on the top of the funnel advertising because you're already filling up the retargeted consumers. While this is true, we normally recommend the following allocations when a company is just starting started:

70 percent of the funnel's top performers
middle of the funnel - 20 percent
Bottom of the funnel: 10% of the total

Chapter 8

How to Use Google Data Studio to Optimise Facebook Ads?

1. Select the Metrics that are important 2. Improve the effectiveness of your reporting 3. Make the Correct Information Available to Your Customers

With over 1.8 billion users, Facebook is the most popular social networking site on the internet. If you decide to take advantage of this audience and target your ideal clientele, our Facebook Ads dashboard will assist you in keeping track of all of your sponsored social media and campaign activities.

Learn what works, how to optimize future advertising, and how to make better use of your budget. Simply connect your Facebook Ads to your Google Data Studio account, choose one of our templates (or create your own) and begin tracking your key performance indicators (KPIs). It's as simple as that.

Tracking all of the most critical Facebook campaign KPIs is essential, including cost per click (CPC), cost per thousand impressions (CPM), page likes, conversion rates, cost per action (CPA), Facebook page performance data, and so on.

The Facebook advertising manager interface will not offer you all of the key performance indicators (KPIs) you require, but a powerful reporting tool such as Google Data Studio will.

You can do the following with Google Data Studio:

1. Select the Metrics that are important

Keeping track of the proper metrics and making adjustments to your adverts, as a result, is no easy task.

However, with the proper expertise, you may significantly improve the performance of your advertisements. With help of Northstar templates, you can complete all of this in about 2 minutes!

2. Improve the effectiveness of your reporting

By segmenting your ad campaigns based on the primary purpose of your client, you can provide them with more relevant information about their advertisements and target demographic.

With Google Data Studio, you can quickly and easily gather relevant information and communicate it to your clients.

3. Make the Correct Information Available to Your Customers

Filter your account statistics in order to find the information that is most relevant to you. Filters assist you in optimizing your account by finding the regions where your campaigns are failing to perform well.

Google Data Studio assists you in exhibiting your marketing efforts by providing you with the necessary information.

Chapter 9

Show the Best Metrics on the Best Report

The relationship between a marketing agency and its clients is based on reporting, which is essential to that relationship.

Provide your clients with the appropriate information without overwhelming them with material that they may not understand. Using Google Data Studio, you may create unique white-labeled reports.