Advertising on Facebook with a new account can be challenging. This guide outlines the dos and don’ts for optimizing your ad performance on the platform.
New Facebook Ads accounts lack the data and conversion history of established accounts. This impacts ad performance because Meta’s machine learning (AI) relies on past data to optimize future campaigns. For example, if Meta observes that 42-year-old women interested in cats and trampolines have the highest conversion rate, the algorithm will prioritize showing ads to this audience. Meta uses many other data points, such as the average number of impressions before a purchase, and the time and day of the week users are most likely to convert. However, this data only becomes available once your account has been active and has a conversion history.
With a new account, the lack of data prevents you from leveraging the full power of Meta’s AI. Everyone starts with a new account, but understanding this will help you develop the right strategy. Because new accounts typically have lower conversion rates, many advertisers change their campaign type and objective, switching from sales campaigns (optimized for purchases) to landing page view campaigns (optimized for clicks). However, this is a mistake.
Imagine someone who hasn’t exercised in 10 years wanting to run a marathon. Optimizing for clicks is like training for a marathon by swimming. Swimming can improve overall fitness, but running is the best way to prepare for a marathon. Similarly, if your goal is sales or lead generation, focus on sales or lead generation campaigns even when your account is new.
Despite lacking historical data, new accounts can still generate conversions. Meta can optimize campaigns using real-time data such as how long people watch an ad and who clicks on it. Based on this data, Meta will adjust and optimize ads quickly. So, be patient with your campaigns, and results will significantly improve over time.
Optimizing Strategies for New Facebook Ads Accounts
Here are some adjustments to implement:
1. Avoid overly broad targeting: Don’t target everyone, as Meta will struggle to identify the right audience with a new account. Provide Meta with some guidance by using “Advantage Plus Audience,” allowing you to suggest target audiences while still giving Meta flexibility to find other potential groups.
2. Avoid using Advantage Plus Shopping campaigns immediately: This campaign type applies broad targeting, preventing you from providing any targeting information, leading to the issues mentioned above.
3. Reduce the number of variables: Limit the number of campaigns, ad sets, and ads to concentrate data and help your account learn faster.
4. Start with a small budget: This allows you to control costs, experiment, and find the right strategy before scaling up.
5. Be patient and scale gradually: Facebook advertising takes time to optimize. Start small, learn from the results, and gradually scale your campaigns as you see positive results.