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In 2021, we saw a significant shift in the rates of advertising on Meta ads – formally known as Facebook ads. Yep, this still sounds weird to us! Both CPM’s and CPC’s significantly increased YoY as a result of the impacts of iOS 14.5, and more advertisers are using the platform to market their products or services.  

With the increase in costs and competition on the platform, this puts even more importance on the ads that are being served to your target audience. We have put together four top tips on how to get the best out of your ads and help optimise your campaigns’ performance. So, read on to find out more! 

Test different ad formats

When creating ads, you should always consider using as many formats as possible. Not every user within the platform behaves in the same way. Some users may be prone to interact with a single image ad, whereas others may be more likely to interact with a video or carousel ad.  

Having the various ad formats in rotation within your campaign will help power Meta’s algorithm to serve the best ads to your audience. Another thing to consider is where your ads will appear. If you are running a campaign that includes placements or stories and reels, we would recommend creating bespoke ads for these placements (matching your creative to the vertical format). This will help your ads sit more naturally within each placement.  

Personalise your ads

A strong way to help optimise your ads is to tailor them towards the target audience. For example, if you’re targeting pet lovers/owners, try to incorporate pets in your creative. Or if you are targeting parents, try to focus the ad copy on how your product or service ties into family life. Not only should this help to make your ads stand out more to users but personalising the ad content should help drive a higher click-through rate.  

Consider the landing page experience

The landing page is one of the most important elements of your ad, this will determine whether a user will convert with your brand. Make sure you are sending users to landing pages with the most relevant content.  

An effective way to ensure you’re using the best landing page is to run an A/B test. However, if you’re limited by the content on your landing page, a good tip would be to try out instant experiences. This is a fantastic way of providing the user with extra content before they land on your site to convert.  

A good example of this? If you’re running a lead gen campaign and sending the user to a sign-up form, you could use an instant experience to outline the benefits of signing up. 

Keep track of your ad relevance

Ad relevance is a fantastic way to keep track of the strength of your ads and it can also help you to identify elements of an ad that could use some improvements.  

Here are a couple of metrics that can help you keep track of your ad relevance: 

  • Quality ranking – This considers user generated feedback on your ads and ranks it against ads in the same auction. 
  • Estimated Action Rate (EAR) – This helps identify how likely a user is to interact with your ad. This looks at your estimated engagement rate (how likely a user will comment, share or like your ad), and the estimated conversion rate (how likely a user will convert based on the post-click experience).