Improve the effectiveness of your ad targeting.
Install the Facebook pixel on your website.
The Facebook pixel is a snippet of code that you add within the HTML header of your website. This code analyzes website behavior to optimize audience creation and ad performance.
Depending on your objectives, your Facebook ad targeting optimization strategy will change. Facebook’s internal optimization objectives include:
- Web traffic.
- Cost per new visitor (CPNV).
- Cost per click (CPC).
- Cost per acquisition (CPA).
- Cost per result (CPR).
Increase web traffic using website source pixel data, find this info in Facebook Business and go to Ads Manager > Audiences > Create Audience > Your Sources: Website.
This adjustment will allow you to show ads to people who have visited your website. Follow the on-screen prompts to narrow or expand your focus based on your website’s Pixel activity.
Ensure that your spreadsheet includes specific columns labeled by the attributes you would like Facebook to reference. Supported Facebook attributes include:
- Email address.
- Phone number.
Create lookalike audiences by navigating to Facebook Ads Manager and then Audiences > Create Audience > Custom Audience.
Follow the on-screen prompts to create lookalike audiences based on your website visitors or past and current customers exported from your website.
Optimize existing lookalike targeting by adjusting the coverage percentage. Click one of your lookalike audiences and adjust audience coverage to a lower number.
This adjustment will target a more exact population based on the keywords or customer criteria you have provided.
Enable the Campaign Budget Optimization tool in your ad campaign if your KPIs include conversion, cost per result, or cost per acquisition.
Don’t pause your campaign while you do this. Doing so would impact the learning engine and its ability to optimize bids and delivery.
Download a campaign performance report in Facebook Ads Manager by going to Campaign, Ad Set or Ad > Reports Dropdown > All > All Levels. Make sure you’ve se Region has been selected in the breakdown options and that cost per result has been selected in the metric options.
Review CPR based on region. If you are seeing a lower CPR in certain regions, increase your ad budget for that specific region or exclude certain regions that aren’t seeing the same level of performance for that campaign.