intent website traffic to their sites as the next best alternative. On the Facebook end, we’re investing in solutions to better understand the full path-to-purchase and where Facebook fits in terms of attribution.
TwoSix: What are the most important elements that make up a successful Facebook ad campaign?
A successful Facebook ads campaign is made up of a few things.
First, making sure you are leveraging the right objective or optimization based on your KPIs. Do you want to reach the most amount of people in your target audience? Do you want the most amount of clicks on your ad CTA? Or, do you want the most conversions at the cheapest rate? All of these can be achieved but require utilizing a different objective and ad set optimization, so understand your ultimate business objective first and then map back to that when you’re setting up your ads.
Second, targeting the right audience depending on your business objective. Ask yourself if this is the right audience for the type of action you’re trying to achieve. If your goal is branding, broader audiences should work, but most direct response ads require your audience having some intent. Experiment with different audiences, too, such as custom audiences & lookalikes.
Finally, having strong creative & visuals is key to capturing attention in the mobile age. Check out our recently published Creative Best Practices post to learn how to make sure your creative assets are set up for success on Facebook & Instagram.
TwoSix: Can you tell more about the power of machine learning and how it impacts the advertising and promotional on the Facebook network?
At a high level, the Facebook ads system is designed to get advertisers the cheapest cost per result, with the result being the optimization you’ve chosen for your ad set. So, for example, when you set up an ad set, and you’re optimizing for link clicks, the algorithm uses machine learning to try and find the cheapest cost per link click amongst your target audience based on an individual’s past engagement with similar types of ads. This is awesome if link clicks is your ultimate goal, but most advertisers want more than a link click; they actually want a landing page view, a lead submission, or a booking. The algorithm can get you those and reach the audience most likely to take the action, but you have to optimize for your ultimate business objective. Other ways to leverage machine learning is to use multiple placements in an ad set because our delivery system will find your target audience at the cheapest rate across our family of apps.