If you are studying Digital Marketing or need to run business advertising online, you should not miss this article. In the following article, we will fully share effective Facebook advertising experiences for you. These experiences have been accumulated over a long period from successful business people.
1. Experience with Low-Cost Facebook Advertising
Here are some low-cost Facebook advertising strategies you can implement:
Understand the impact of text on images
Follow the 20% text rule when designing images for Facebook ads. If the text exceeds 20%, the ad delivery may be limited, resulting in increased advertising costs.
Optimize audience size
Keep your audience size above 500,000 or more. If you choose an overly detailed target audience, the audience size will narrow, leading to higher advertising costs.
Optimize ad content and images
Facebook applies costs per ad impression based on the Relevance Score. If a viewer sees the ad but does not interact or click, the cost for the next impression may increase.
Turn off ineffective ad sets
Don’t forget to test multiple ad sets simultaneously within each campaign. After 2-3 days, you can identify which ad sets perform well (with high engagement and comments), then turn off underperforming ad sets to reduce advertising costs.
Choose the appropriate Facebook ad format
Many believe that Facebook Lead Ads (under the objective Seeking Potential Customers) deliver higher effectiveness than other formats. However, each form submission consumes a cost that can reach up to 50,000 VND or even hundreds of thousands (especially in competitive industries like real estate). This may not suit limited budgets.
Running post ads on Facebook in reach format or using video ads in the initial phase can help you save a significant amount of Facebook advertising costs.
2. Mindset about Targeting – Focusing on Target Audiences
The first experience to mention in running Facebook ads is the target audience. The target audience segment is a concern for many, especially beginners. If you join many Facebook groups, you will often see newbies posting requests for target audiences related to their business products.
But does this really help improve your business operations? For us, this approach is somewhat feasible, but in reality, getting others to provide you with important keyword list data is not easy.
The first reason is that when two or more advertisers run ads targeting the same audience segment, Facebook distributes the ads similarly, turning advertising into a form of auction, which naturally increases CPM (cost per thousand impressions).
Moreover, targeting is essentially just the surface (or the “wrapper”) of advertising. You also need to gradually narrow your audience and use exclusion methods to filter out bot farms. This largely depends on the product category you are targeting.
For example, if you want to sell affordable fashion products, which are quite common in the market, targeting too narrowly may not be very effective.
3. Content Ads – Selective Testing of Ad Content
Many people understand advertising as a form of business. I believe this mindset partly causes accounts to deviate from the planned operation on the Facebook platform.
The purpose of any social media platform is to keep users engaged as long as possible. However, imagine what it would be like if one day you open Facebook and see only business activities.
A simple example is when you scroll your Facebook newsfeed and see many friends posting sales information all day long. Surely, this will annoy and bore you.
From our years of experience running Facebook ads, we advise that besides ensuring quality and competitive pricing, building high-quality ads that bring value to users is extremely important. Absolutely avoid overusing sales content.
Additionally, you need to check your ad content beforehand to see if it is attractive and competitive. For each ad campaign, you should try to create as much content as possible. Run at least 1 CPM test to evaluate the effectiveness of the content. Then filter out the ads with good content to publish.
4. A/B Testing
If you have ever accessed the ‘ad setup’ section, you surely know about A/B Testing. However, instead of just understanding it as a form of experimentation, try to adopt it as a mindset—it will be much more beneficial. This mindset helps you identify exactly where the issue lies. Here is a simple example:
- Suppose there are 5 groups, including: A – male, B – female. You need to set the advertising direction in this campaign with the content kept constant and test two audiences A and B. This method helps you evaluate which audience performs better with the same content.
- Many people mistakenly think that A and B have different content, so they believe they cannot evaluate them under the same reference frame.
By doing this, you eliminate variables such as budget, content, or audience group. The formula is simple: test the factor you want to evaluate, and keep all other factors constant.
5. Increasing the Advertising Budget
The budget is not simply about how much money you can afford to spend on advertising. It also concerns whether the expenditure brings economic efficiency. Many newbies often misunderstand this issue as follows:
- Suppose a campaign achieves 100% profit effectiveness, and then you double the budget hoping to achieve 200% profit. This can happen, but the success rate is very low. The reason lies in Facebook’s auction mechanism. In the auction system, Facebook automatically compares your budget, content, and audience segment with other advertisers running ads on the same platform.
- This also means that when you decide to double your budget, you effectively enter a different auction environment where you may be at a disadvantage.
6. Ensuring Account Quality
“Account quality” refers to the overall condition of both your advertising account and your personal Facebook profile. Imagine if your personal account is newly created—when you run campaigns, where will Facebook’s system distribute your ads?
Based on our extensive experience running Facebook ads, we have observed that the audience segment is selected according to users’ interactions with your ad content. Therefore, to achieve high advertising effectiveness, you need to know how to properly engage with Facebook interactions on your personal profile.
Of course, this practice only contributes partially to improving campaign performance. Many Via accounts managed by Business Manager (BM) under Agency control may no longer consider this factor important.
This Facebook advertising experience mainly applies to those who run ads using personal Facebook accounts. So please pay close attention to this point.
In summary, the above article has shared 6 key Facebook advertising experiences that can improve your business operations. You should refer to and apply them today to see surprisingly effective results.