6 Ways To Improve Your Meta Ads Performance
If you’re getting started with Meta Ads for your property business, or you’re looking to enhance the performance of your existing ads, we’ve got some tips and best practices to help you boost your results and achieve your marketing goals.
1. Choose the Right Objective
Start by setting clear and specific objectives for your Meta ads. What do you want them to achieve?
Increase brand awareness
Drive website traffic
Generate leads
Boost sales
Your objectives will not only inform your ad content, targeting and overall strategy, but also help you measure for success. You should also choose an ad objective that aligns with your business and marketing goals.
The below table explains how each ad objective relates to business goals.
2. Know Your Audience
Who are you trying to reach with your Facebook ads? What are their demographics, interests, behaviors, and preferences? The more you know about your audience, the better you can target your ads.
Here are some questions you can ask yourself to get to know your target audience better:
What is their age, gender, and location?
What are their interests and hobbies?
What are their pain points and needs?
What are their buying habits?
Where do they spend their time online?
Once you have a good understanding of your target audience, you can use Meta's audience targeting features to reach them. Meta offers a variety of targeting options, including:
Demographics: Target people by age, gender, location, education, relationship status, and more.
Interests: Target people based on their interests, such as hobbies, activities, and brands.
Behaviors: Target people based on their online behavior, such as the pages they like, the websites they visit, and the apps they use.
Custom audiences: Create custom audiences based on your own data, such as your website
3. Compelling Visuals and Copy
Your visuals should be eye-catching, relevant, and high-quality. Your copy should be clear, concise, and persuasive. And you should always use a strong call-to-action (CTA) to guide users on what to do next.
Here are some tips for creating compelling visuals and copy for your Meta ads:
Use high-quality images and videos. Your visuals should be clear, sharp, and in focus. They should also be relevant to your message and brand.
Use strong visuals to grab attention. Your visuals should be attention-grabbing and visually appealing.
Use clear and concise copy. Your copy should be easy to read and understand. It should also be persuasive and get people to take action.
Use a strong call-to-action (CTA). Your CTA should be clear and concise and tell people what you want them to do next, such as "Learn more" or "Sign up now."
4. Mobile Optimisation
Most Facebook and Instagram users access the platform on their mobile devices. That's why it's important to optimise your ads for mobile viewing.
Here are some tips for optimising your Meta ads for mobile:
Use vertical or square formats. Most people hold their phones vertically, so your ads should be optimised for vertical viewing.
Use clear fonts and legible visuals. Your text and visuals should be easy to read and understand on a small screen.
Test how your ads appear on different devices. Make sure your ads look good and work properly on all devices, including phones, tablets, and laptops.
5. A/B Testing
A/B testing is the process of testing two versions of an ad to see which one performs better. You can test different elements of your ad, such as the headline, visuals, call to action, and ad format.
Here are some tips for A/B testing your Meta ads:
Choose the right elements to test. Not all elements of your ad will have a significant impact on performance. Choose the elements that are most important to your goals.
Set a clear goal for your test. What do you want to measure? Are you trying to increase clicks, conversions, or sales?
Run the test for a long enough time to get statistically significant results. This could potentially take weeks.
Make changes based on the results of the test. If one version of your ad performs better than the other, make the relevant changes to your ad and continue testing.
6. Landing Page Quality
If your Meta ads lead to a landing page, you’ll want to make sure it offers a seamless user experience. Here are some tips for creating landing pages:
Make sure the landing page is relevant to the ad content. The landing page should be about the same topic as the ad, and use the same keywords and images for consistency and seamlessness.
Ensure your landing page loads quickly, especially on mobile devices. Slow load times will deter visitors.
Design the landing page so it is mobile-responsive. More and more people are using their phones and tablets to browse the web, so your landing page should be optimised for mobile viewing.
Provide the information or offer promised in the ad. If your ad promises a free e-book, for example, the landing page should have a clear call to action to download the e-book.
Use strong visuals. Visuals can help to capture attention and make your landing page more engaging.
Use only one clear and concise call to action. Tell people what you want them to do, such as "Sign up now" or "Learn more."
We hope these Meta ads best practices help you to craft effective campaigns as you navigate the digital advertising landscape with confidence.