How do I make Facebook (and Instagram) Ads profitable?

How do I make Facebook (and Instagram) Ads profitable?

Advertising on Facebook and Instagram (dropshipping)

Facebook Advertising is now a very popular method for (online) entrepreneurs to reach their target audience and generate sales. Thousands of businesses advertise through the platform that is also linked to Instagram. So your ads will show up on both Facebook and Instagram, if you have set that up. But where to start and how do these ads become profitable?

For starters, there are a few basic necessities to properly set up your campaigns.

Facebook checklist:

  1. Create an advertising account and a business page.

  2. Make sure you have a well-kept, convenient and reliable landing page (or website).

  3. Install the Facebook pixel on your website. This will ultimately ensure that everything an ad generates is properly recorded and that these registrations become valuable for getting to know your target audience better.

  4. Define your objective. What do you want to achieve with the ads? Do you want brand awareness or do you want to focus on conversions? Determine this before you start so you know what Facebook objective you need to set up the right campaign.

  5. Determine what you can spend on ads, and then what needs to come in to break even.

Drafting your first campaign

Next, you can start drafting your first campaign. Our tip: test. test. test. test. There are many different ways to test. In this blog, we mainly talk about testing between audiences in Facebook.

Set up different audiences within your campaign based on demographics, geography, interests, behavior and more (use pixel data for this too!). Give them all the same budget per day. After a few days you can often tell which audiences are performing best within your campaign. At that point you can already start scaling up your ads. There are generally two ways to scale up: horizontally and vertically.

Horizontal ad scaling

The name says it all: you scale up your ads in breadth. You test more and more audiences and eventually you gain a lot of insights about audiences that can be valuable for your business. You then set the less valuable audiences to inactive, moving the daily budget from these less valuable audiences to the audiences that are valuable. From then on, you start scaling vertically.

Vertical ad scaling

Vertical scaling basically involves increasing the budget of your most profitable and valuable ad (set)s. In the horizontal scaling phase, you've figured out which audiences produce the best results for your business. Next, you are going to see to what extent you can start increasing the daily budget you spend on these audiences. Do this step by step (maximum of 20-30% per week) and see with which set budget you can achieve optimal results.

Think out-of-the-box

Repeat this method on a regular basis to keep coming up with new insights. Dare to think out-of-the-box and, above all, do a lot of research on the Internet. Do you have the right target groups? Then test different advertising materials (videos or photos, a carousel, etc.) to see what works best for you. Good luck!

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