Author Archives: Yahya Mokhtarzada
Now that we’ve covered the basics of how advertising on Facebook works, let’s review how to effectively managing bids that maximize CTRs, and of course, optimize for actual return on ad spend (ROAS).
Since Facebook is a real-time market, the CPC you need can vary significantly as other bidders place, adjust, and remove ads. An ad that was generating great volume just a few hours ago can fall stagnant as the market heats up.
But CPC is just piece of the puzzle, the other challenge is keeping your CTR up. As your ad collects more and more impressions it gradually grows stale, and its CTR drops. Thus gaining and maintaining a high CTR means constantly deploying, split-testing, and refreshing the creative (images, titles, bodies) in your ads to keep them fresh and relevant.
Running a successful Facebook ad campaign can be both tedious and time consuming – not to mention expensive if you don’t know what you’re doing. But with a third of all US display advertising impressions coming from Facebook, few businesses can afford to pass up the opportunity to tap its massive user base.
Whether running your own ad campaign or relying on a 3rd party service, knowing the basics of Facebook advertising can both dramatically increase your return on spend, as well as protect you from getting burned. To begin, it’s useful to have a basic understanding of how the Facebook ad platform works.