Creating Facebook ads for your business can sometimes be overwhelming due to the fact that it takes a lot of experience and skill to fully understand how to make your ads as successful as possible at the lowest cost possible.
In this post, we’ll share with you four ways you can refine your Facebook ads using the Breakdown button to decrease your cost per ad and increase the number of ad conversions.
1) Run your ads at the most successful times of the day - One of the easiest ways to refine your ads for success is using the Breakdown tool within Ads Manager to view the times of day that your ads performed the best. To do this, click on the Breakdown button on the right hand side of your Ads Manager, then select Time of Day (Ad Account Time Zone).
If you prefer to see the time in the time zone the Facebook user, select the Viewer’s Time Zone instead. From there, you’ll be able to edit your ads by setting a schedule for the times that produce the most results. From the screenshot below, you can tell that there isn’t precisely one specific time range throughout the day that would produce a higher performing ad.
2) Refine your ads by gender and age - Another simple way to make your ads more successful is to adjust them to reach the gender and age that best matches those who have already converted within your Facebook ads. To do this, use the Breakdown tool again and select Age and Gender.
You’ll then be able to collect data that will translate to running more efficient ads by only running certain ads to the gender and age that will produce the best results. For example, looking at the screenshot below, an ideal audience to choose for this ad would be males age 45-64 and females age 45-64.
3) Target the top geographical areas - Most business owners or marketers assume that reaching as many people as possible is ideal when advertising their business, but this couldn’t be further from the truth. Limiting your reach, especially by geographic location, can keep costs low and also ensure that you’re reaching the right demographic.
To determine your most successful ads by city or region, click on the Breakdown button in Ads Manager and select either Region or DMA Region. This will show the cities in which your ads have seen the most reach, results, impressions or conversions, whichever you prefer by customizing your Ads Manager. To refine your existing ads using this information, you should then edit each ad set to only include the cities that have seen the most results at the lowest cost.
4) Refine your ads by ad placement - It’s common to see business owners or marketers running Facebook or Instagram ads on all platforms. There are so many options that, frankly, it’s become very difficult to know which platforms would be worth your while. However, we DO know that adjusting your ad placements is better than running your ads on ALL of the suggested placements such as the Audience Network, Messenger, Stories, and many more.
To determine the best placements for your ads that are already running, click on the Breakdown button and select Placement. You will then be able to determine the best placements for each ad. In the example below, you can see that this particular ad performed far and away better on Facebook Mobile News Feed than it did on within any other placement. Therefore, we would ideally adjust this particular ad to only run on Facebook News Feed Mobile to see a much higher return overall.
Using the Breakdown button within Ads Manager is just one of the ways you can learn more about the success of your ads that are currently running and the users who are interacting with those ads. By implementing this data into the adjustments of those ads, you should see a decrease in the costs of each ad and an increase in the conversions!
Need help reaching your customers using Facebook and Instagram ads? Contact us to get started and we’ll do all of the legwork for you. :)