接facebook广告
Based on practice, even the simplest data analysis can lead to a significant reduction in CPA. Advertising campaigns on Facebook are no exceptions and need to be optimized over time. Often under optimization, you can see experiments with different types of audiences and targeting. If you want to get more conversions within the same budget, then you should pay attention to a few crucial points that we will consider in this article.
根据实践，即使是最简单的数据分析也可以导致CPA的大幅降低。 Facebook上的广告活动也不例外，需要随着时间的流逝进行优化。 通常情况下，您可以在优化条件下查看针对不同类型的受众群体和定位条件的实验。 如果您希望在相同的预算内获得更多的转化，那么您应该注意一些我们将在本文中考虑的关键点。
如何优化您的Facebook广告活动 (How to Optimize Your Facebook Ad Campaign)
When it comes to advertising on Facebook, this is, of course, a real hype. But, regardless of whether you are interested in the noise around Facebook ads or want to customize your current advertising campaigns on social networks, now is an essential time for the world's largest social network.
当涉及到在Facebook上投放广告时，这当然是一个真正的炒作。 但是，无论您是对Facebook广告周围的噪音感兴趣还是想在社交网络上自定义当前的广告系列，对于世界上最大的社交网络来说，现在都是至关重要的时刻。
However, achieving success with Facebook ads is not as easy as clicking a switch. From targeting specific users to finding the right ad format, many variables can create or destroy your campaigns.
但是，通过Facebook广告获得成功并不像单击开关那样容易。 从定位特定用户到找到正确的广告格式，许多变量可以创建或销毁您的广告系列。
That is why we have outlined the main stages of optimizing the Facebook advertising strategy. This article will look at the best practices of how to optimize advertising on Facebook step by step, which will help you raise your campaign to a new level. We will also look at how to avoid some of the most common mistakes for advertising on Facebook.
这就是为什么我们概述了优化Facebook广告策略的主要阶段。 本文将逐步探讨如何在Facebook上优化广告的最佳做法，这将帮助您将广告系列提升到一个新的水平。 我们还将研究如何避免在Facebook上投放广告时最常见的错误。
So, Facebook optimization means that your campaign results will improve. This is one of the key things that separates successful unicorn campaigns from the rest. If you want to reach all members of your target audience and get ahead of your competitors, you need to optimize your campaigns both before and after posting them to Facebook.
因此，Facebook优化意味着您的广告系列效果将得到改善。 这是将成功的独角兽活动与其他活动区分开来的关键因素之一。 如果要覆盖目标受众的所有成员并领先于竞争对手，则需要在将广告系列发布到Facebook之前和之后进行优化。
So, read on!
所以，继续阅读！
如何手动优化您的Facebook广告系列 (How to Manually Optimize Your Facebook Campaign)
Our account is aimed at the planet Earth. If we take care of different levels of optimization, all will be right in our account and on our planet as well!
我们的目标是针对地球。 如果我们进行不同级别的优化，那么一切对我们以及我们的星球都将是正确的！
Planning and implementation of advertising campaigns is a process in which you constantly need to keep your finger on the pulse. Audiences burn out, creatives are fed up, the auction changes dynamically and the data oblige to analyze the results and make changes according to need constantly.
广告活动的计划和实施是一个过程，在此过程中，您始终需要时刻紧记。 观众精疲力尽，广告素材受挫，拍卖会动态变化，数据必须分析结果并根据需要不断进行更改。
What to do?
该怎么办？
1.优化Facebook上的赞和帖子 (1. Optimize likes and posts on Facebook)
Likes and posting on Facebook and in advertising are clear social proof. If others like advertising, then the product should be pretty good.
喜欢和在Facebook上以及在广告中发布都是明显的社交证据。 如果其他人喜欢广告，那么产品应该还不错。
When setting up an advertising campaign on Facebook, there are two default options: create new ads for each set of ads and campaigns. Often the option “Use Existing Post” remains invisible. However, this is an incredibly effective way to optimize likes and post ads.
在Facebook上设置广告活动时，有两个默认选项：为每组广告和活动创建新广告。 通常，“使用现有帖子”选项仍然不可见。 但是，这是优化喜欢和发布广告的一种非常有效的方法。
“Use Existing Post” allows you to collect all the campaign posts in one ad.
通过“使用现有帖子”，您可以在一个广告中收集所有广告系列帖子。
2.使用FTO方法 (2. Use the FTO method)
Sometimes it may take several days before enough campaign results are gathered to begin optimizing. Especially when it comes to small budgets, launching a campaign can take some time. That is why it is worth speeding up the optimization process using FTO tactics or fast take off.
有时可能需要几天才能收集到足够的广告系列结果以开始进行优化。 尤其是在预算少的情况下，启动广告系列可能需要一些时间。 因此，值得采用FTO战术或快速起飞来加速优化过程。
Here is how the FTO method works:
FTO方法的工作原理如下：
- when a new campaign is launched, a daily or lifetime budget is assigned that exceeds the planned budget 启动新的广告系列时，分配的每日预算或生命周期预算超出了计划预算
- you can choose not to use Expedited Delivery since Facebook will focus on the speed of advertising, and not on quality and cost 您可以选择不使用加急交付，因为Facebook将专注于广告的速度，而不是质量和成本
- after ads have more than 10,000 impressions, you can evaluate what works and what needs to be improved 广告获得超过10,000次展示后，您就可以评估哪些有效，哪些需要改进
- after the initial launch of the campaign, you can reduce your budgets following the planned overall budget 最初启动广告系列后，您可以按照计划的总体预算减少预算
It must be borne in mind that every time changes are made to a campaign, you must wait at least 24-48 hours before drawing any conclusions.
必须牢记，每次对广告系列进行更改时，您都必须至少等待24-48小时才能得出任何结论。
3.优化广告投放时间 (3. Optimize your Ad schedule)
Analyzing advertising accounts on Facebook, you can see that there are always days and hours that are superior to others. You can use performance data from multiple Facebook campaigns to find the best time to advertise.
通过分析Facebook上的广告帐户，您可以发现总有一天和几个小时都比其他时间优越。 您可以使用来自多个Facebook广告系列的效果数据来找到最佳的广告发布时间。
Then set up campaigns according to an individual schedule so that you reach your potential customers only at the moment when they have the highest potential.
然后根据个人时间表设置广告系列，以便仅在潜在客户具有最大潜力的那一刻才吸引他们。
Another reason why advertising campaigns should be carried out following an individual schedule is to reduce the frequency of ads. That is, people will see ads less often, and they will not get bored so quickly.
应当按照单独的时间表进行广告活动的另一个原因是减少广告的频率。 也就是说，人们看到广告的频率会降低，并且不会很快就感到无聊。
4.对抗无聊的广告 (4. Fight with boredom Ads)
The more people see the ads, the more boring they will become. It means that after the target audience has seen your Facebook ad four times or more, the cost per click will increase significantly.
看到广告的人越多，他们就会变得越无聊。 这意味着，在目标受众看到您的Facebook广告四次或更多之后，每次点击费用将大大增加。
So how can you optimize your Facebook campaign so that people don’t get tired of ads? Here is an easy way to maximize your ad fatigue:
那么，如何优化您的Facebook广告系列，以使人们不会厌倦广告呢？ 这是使广告疲劳最大化的简单方法：
- create multiple ad options with different Facebook designs 创建具有不同Facebook设计的多个广告选项
- set up an ad campaign with various sets of ads with different ads, and schedule each ad set to be active on a different day of the week. 制作包含不同广告的各种广告集的广告系列，并将每个广告集安排在一周的不同日期启用。
This way, people will see different ads every day, and ads will not be repeated.
这样，人们每天都会看到不同的广告，并且广告不会重复。
5.优化广告展示位置 (5. Optimize Ad placement)
When you advertise on Facebook, your ad placement has a significant impact on advertising costs. So much so that the cost per click can vary by more than 550%, depending on the location of the advertisement.
当您在Facebook上投放广告时，您的广告展示位置会对广告费用产生重大影响。 如此之多，以致于每次点击的费用可能会变化超过550％，具体取决于广告的位置。
To find the most effective ad placements, it’s best to go to Facebook Advertising Manager and use the Breakdown menu to break down campaigns into placements.
要找到最有效的广告展示位置，最好转到Facebook Advertising Manager，然后使用“细分”菜单将广告系列细分为展示位置。
After you find the most effective ad placements, you need to continue to optimize:
找到最有效的广告展示位置后，您需要继续优化：
- increase bids on the most effective advertising space 提高最有效广告空间的出价
- if ad placement is below all expectations, merely remove it from the ad set. 如果广告展示位置低于预期，则只需将其从广告集中删除即可。
6.玩Facebook广告竞标 (6. Play with Facebook Ads bidding)
Facebook advertising bets have a massive impact on advertising results. And if you need a victory over competitors in the advertising race on Facebook, then you need to master not only the brilliant advertising design and compelling copywriting. You need to know how to target your desired Facebook audience and optimize your ad rates.
Facebook广告赌注对广告结果产生巨大影响。 而且，如果您需要在Facebook的广告竞赛中击败竞争对手，那么您不仅需要精通出色的广告设计和引人注目的文案撰写。 您需要知道如何定位所需的Facebook受众并优化广告费率。
You will compete with hundreds of thousands of advertisers to buy what Facebook sells: real estate in the news feed, Messenger, audiences, and mobile apps for displaying your ads to users. However, three factors contribute to the display of your ad: a bid, a relevancy score, and “performance measures.” Thus, the highest bid does not always win, but it contributes.
您将与成千上万的广告商竞争，购买Facebook出售的产品：新闻源，Messenger，观众和用于向用户显示广告的移动应用程序中的房地产。 但是，以下三个因素会影响广告的展示：出价，相关性得分和“效果指标”。 因此，最高出价不一定总能赢，但会有所贡献。
There are two important conclusions:
有两个重要结论：
- trying to make a low bid, the campaign may not receive proper attention and not reach its goals 试图将出价降低，该广告系列可能不会受到适当的关注，也无法实现其目标
- remember, you always get what you pay for. But do not worry about offering large amounts. It still pays the minimum amount possible at the auction for the delivery of ads 请记住，您总是能得到所要付出的。 但不必担心会大量提供。 它仍然在拍卖中为广告投放支付最低的费用
Today, with the incredibly rapid development of the Facebook advertising platform, modern advertisers have to face many bidding strategies: price per thousand impressions, price per click, conversion, daily unique reach, after-obligation, etc. These conditions are still important for understanding what you pay for and why.
如今，随着Facebook广告平台的迅猛发展，现代广告商不得不面对许多出价策略：每千次展示价格，单次点击价格，转化，每日唯一覆盖率，事后义务等。这些条件对于理解仍然很重要您要支付的费用以及原因。
7.始终进行A / B测试广告提示 (7. Always A/B test Ad ideas)
One of the critical parts of advertising optimization on Facebook is finding out what works. And what could be better for finding new, most effective advertisements, messages, or audiences that run a quick Facebook A/B test. However, there is no need for A/B to test everything.
Facebook广告优化的关键部分之一就是找出有效的方法。 寻找运行Facebook A / B快速测试的新的，最有效的广告，消息或受众可能会更好。 但是，不需要A / B来测试所有内容。
When searching for A/B testing ideas on Facebook, you always need to think about which advertising element can have the most significant impact on a clickthrough rate and conversion.
在Facebook上搜索A / B测试想法时，您始终需要考虑哪种广告元素会对点击率和转化产生最大影响。
And this is from what is better to start testing:
这是从更好的测试开始的：
- advertising design 广告设计
- ad copy, headers 广告文案，标题
- unique value proposition 独特的价值主张
- advertising locations 广告位置
- call to action buttons 号召性用语按钮
- bidding methods 招标方式
- campaign targets 广告活动目标
8.测试高度差异化的广告版本 (8. Test highly differentiated Ad versions)
Many Facebook advertisers check too many ad items at the same time. But for the results of the experiment to be relevant, it is best to wait until you have 300 or 500 conversions per version. This expectation is unpleasant but more effective.
许多Facebook广告客户同时检查太多广告项目。 但是，要使实验结果有意义，最好等到每个版本进行300或500次转换。 这种期望是不愉快的，但是更有效。
It is best to test 2-3 highly differentiated versions to find out which common theme works best. And it is better to take the winning announcement from the first test and consider its versions in the next test Facebook A/B.
最好测试2-3个高度差异化的版本，以找出哪个通用主题效果最好。 最好从第一个测试中获得获奖公告，并在下一个测试Facebook A / B中考虑其版本。
It saves time and resources that would have to be spent on A/B testing several versions for all of the original ideas.
它节省了时间和资源，而这些时间和资源将需要花费在A / B测试所有原始创意的多个版本上。
9.选择正确的广告系列目标 (9. Choose the right Ad campaign target)
The goal of the campaign tells Facebook what the ultimate goal of the campaign is and helps its algorithms optimize the display of ads for the best results.
该活动的目标告诉Facebook该活动的最终目标是什么，并帮助其算法优化广告的显示以获得最佳效果。
It is imperative that the purpose of advertising on Facebook is correctly chosen during the campaign setup process, as it will determine the delivery of ads and the price per result.
当务之急是在广告系列设置过程中正确选择在Facebook上投放广告的目的，因为这将决定广告的投放方式和每个结果的价格。
There is not always an understanding of which goal of the campaign is correct, but it must exactly correspond to advertising goals.
人们并不总是了解广告系列的哪个目标是正确的，但它必须与广告目标完全一致。
10.管理目标受众 (10. Manage target audience)
It’s crucial that your target audience is aimed at your audience to reflect the Facebook advertising funnel, which starts from the top most positions based on interests and demographic data, and narrows down to such highly professional customers as the Website Custom Audiences (WCA) redirect using dynamic ad products.
至关重要的是，您的目标受众必须针对您的受众，以反映出Facebook广告渠道，该渠道从基于兴趣和人口统计数据的最高排名开始，并缩小到诸如网站定制受众(WCA)重定向之类的高度专业的客户，动态广告产品。
The two potent audience targeting opportunities on Facebook are Facebook Custom Audiences and Facebook Lookalike Audiences.
Facebook上的两个有针对性的受众定位机会是Facebook Custom Audiences和Facebook Lookalike Audiences。
Facebook自定义受众 (Facebook Custom Audiences)
There are audiences based on visitors to your site, mailing lists, CRM data, and much more. You can download a list of email addresses, phone numbers, or website visitors, and Facebook will deliver targeted advertisements to this audience. These robust targeting capabilities make user audiences a powerful tool for retargeting and even finding users that are similar to your most effective audiences with the help of Facebook Lookalike.
受众群体基于您网站的访问者，邮件列表，CRM数据等等。 您可以下载电子邮件地址，电话号码或网站访问者的列表，Facebook会向该受众群体投放定向广告。 这些强大的定位功能使用户群体成为重新定位甚至借助Facebook Lookalike来找到与您最有效的受众群体相似的用户的强大工具。
Facebook相似观众 (Facebook Lookalike Audiences)
These audiences allow advertisers to target consumers who reflect or resemble their former or existing customers. After providing multiple datasets, Facebook learning machine looks for patterns and characteristics of your current users, potential customers, or clients, such as age, gender, or interests, and determines their similarities to other users who have not interacted with your business in the past. Facebook-like audiences have become incredibly famous among Facebook advertisers, as it allows them to reach an entirely new group of potential customers that they could not have found otherwise.
通过这些受众群体，广告客户可以将反映或相似其以前或现有客户的消费者作为目标受众。 在提供多个数据集之后，Facebook学习机将查找您当前用户，潜在客户或客户(例如年龄，性别或兴趣)的模式和特征，并确定他们与过去从未与您的业务进行过交互的其他用户的相似性。 像Facebook一样的受众在Facebook广告客户中已变得异常出名，因为它使他们可以接触到一个全新的潜在客户群，而这些客户原本无法找到。
11.受众兴趣管理 (11. Audience interest management)
Target your advertising, involving people interested in specific events, events, themes. This information will be obtained by the site, based on the fact that people post in their profile, as well as the type of pages and posts that they like. Expand your advertising reach by choosing various interests. Act on your convenience. Create audiences at the stage of creating an advertising campaign and pull them up while setting up targeted advertising.
定位您的广告，吸引对特定事件，事件和主题感兴趣的人们。 该信息将由网站根据人们在其个人资料中发布的事实以及他们喜欢的页面和帖子的类型而获得。 通过选择各种兴趣来扩展您的广告范围。 为方便起见。 在制作广告系列的阶段创建受众群体，并在设置有针对性的广告时吸引他们。
You can select the “Customized Audiences” feature. It shows the bases that you collected during other advertising campaigns. If the audience turns out to be less than 100 thousand, then the advertisement will cost more. To expand your audience, add similar interests, that is, everything related to the topic. The interests of the audience should not be mixed but should be as close to each other as possible. If there are many audiences, then test separately. If not enough, then add everything on the subject together.
您可以选择“自定义受众”功能。 它显示您在其他广告活动中收集的基础。 如果观众少于10万人，则广告费用会更高。 要扩大您的受众群体，请添加相似的兴趣，即与该主题相关的所有内容。 听众的利益不应混在一起，而应尽可能地彼此接近。 如果观众很多，请分别进行测试。 如果还不够，则将主题上的所有内容加在一起。
12.从目标受众中排除“转化”者 (12. Exclude “converted” from target audience)
Another way to expand your campaign reach without sacrificing your budget is to optimize your Facebook targeting. After all, it makes no sense to continue to show the same ads to a person who has already accepted the offer. These links should be transferred to the next stage of the marketing funnel and sent to new messages. It is here that you need to use the exclude function when setting up an advertising campaign.
在不牺牲预算的情况下扩大广告系列影响范围的另一种方法是优化Facebook定位。 毕竟，继续向已经接受该报价的人展示相同的广告是没有意义的。 这些链接应转移到营销渠道的下一个阶段，并发送给新消息。 在此处，设置广告活动时需要使用排除功能。
13.设置自动优化规则 (13. Set auto-optimize rules)
The Facebook Automated Rules feature can be used while adhering to all the set rules, and this is what it allows you to do:
可以使用Facebook自动规则功能，同时遵守所有设置的规则，这是您可以执行的操作：
- disable campaign, ad set, or Ad 禁用广告系列，广告集或广告
- send a notification to the advertising manager 向广告经理发送通知
- adjust budget 调整预算
- manual bid change 手动更改出价
For example, you can set Facebook to pause any ad that reaches five hits. Or reduce the rate for promotional sets with a high price per result. Also, set up an email notification to get an overview of the latest 24-hour automatic campaign changes.
例如，您可以将Facebook设置为暂停所有点击次数达到五次的广告。 或以每个结果较高的价格降低促销套的价格。 另外，设置电子邮件通知以获取最新的24小时自动广告系列更改概述。
But here you need to remember that you are the millionth Facebook user, which means that all your settings cannot always be made here and now. All analytics provided by Facebook is delayed and does not occur in real-time.
但是在这里，您需要记住您是Facebook的百万用户，这意味着您不能始终在此处和现在进行所有设置。 Facebook提供的所有分析都会延迟，并且不会实时发生。
如何使您的Facebook广告汽车化 (How to Make Your Facebook Ads Automotive)
The idea to entrust an optimization of campaigns to a robot is visited by any manager who is confronted with contextual advertising. Optimization tasks are the most effective area for computers. From this idea, many contextual advertising optimization services have grown. Every primary advertising agency has such a service.
任何面对上下文广告的经理都会访问将优化运动的任务委托给机器人的想法。 优化任务是计算机最有效的领域。 从这个想法，许多上下文广告优化服务已经增长。 每个主要的广告代理商都提供这样的服务。
Today, the best is the use of symbiosis of automated systems and a qualified analyst. The system offers solutions, and the analyst accepts them or not.
如今，最好的方法是使用自动化系统和合格的分析仪共生的方法。 系统提供解决方案，而分析人员是否接受。
Dozens of different kinds of advertising automation tools exist today for working on Facebook. Each of them has its functionality and is an integral part of the work of any manager of the Facebook platform, among them:
如今，有数十种不同的广告自动化工具可用于在Facebook上工作。 它们每个都有其功能，并且是Facebook平台任何经理的工作不可或缺的一部分，其中包括：
- PromoRepublic — SMM Automation Service PromoRepublic — SMM自动化服务
- FeedSpy.net — search for virus publications FeedSpy.net —搜索病毒出版物
- AdEspresso — advertising optimization AdEspresso-广告优化
- Hootsuite — autoposting service Hootsuite-自动发布服务
- Canva — picture editor Canva-图片编辑器
- Woobox Static iframe Tab — tabs creator Woobox静态iframe标签-标签创建者
- random.org — draw by lot random.org —抽签
- Tabfoundry.com — quiz tabs for contests Tabfoundry.com —比赛的测验选项卡
- Barometer Agorapulse — visual page statistic 气压计Agorapulse —可视页面统计
- LikeAlyzer — fan page reports LikeAlyzer —粉丝页面报告
Even this set of tools can make life easier, but what if you tie them all together in one colossal development that can be individually customized and engaged only in growing your business, but practically without manual intervention?
即使是这套工具也可以使生活变得更轻松，但是如果将它们捆绑在一起进行一个巨大的开发，而该开发可以单独定制并且仅用于发展业务，而实际上却无需人工干预，该怎么办呢？
我们该怎么做呢？ (And how do we do it?)
The Amoniac team can create absolutely unique Facebook ads optimization tool development. It can be not only for the Facebook platform but also for any other company or unique individual solutions.
Amoniac团队可以创建绝对独特的Facebook广告优化工具开发。 它不仅可以用于Facebook平台，还可以用于任何其他公司或独特的个人解决方案。
And what can it bring to you or your business? The main thing is time-saving, budget optimization, tools for forecasting, and media planning of advertising campaigns. It is what every and every manager in our world is fighting for.
它将为您或您的企业带来什么？ 最主要的是节省时间，预算优化，预测工具以及广告活动的媒体规划。 这是我们世界上每一个管理者都在为之奋斗的东西。
A dream, right? But no...
梦想吧？ 但不是...
We can create not only software for Facebook ads optimization but also for any other platforms all over the world:
我们不仅可以创建用于Facebook广告优化的软件，还可以为世界各地的任何其他平台创建软件：
- analyze large data arrays 分析大数据数组
- integrate with any platforms and marketing systems 与任何平台和营销系统集成
- automate the process of optimizing advertising campaigns 自动化优化广告活动的过程
- organize Facebook automotive targeting 组织Facebook汽车定位
- automate content delivery and automotive Facebook posts 自动化内容交付和汽车Facebook帖子
- automate the process of monitoring the advertising budget, etc. 自动化监视广告预算等的过程。
摘要 (Summary)
Working with the Facebook platform and advertising optimization is a continuous process of trial and error. Although this is not an easy process, it will save you a significant amount of time and resources in the long run.
使用Facebook平台和优化广告是一个不断的反复试验的过程。 尽管这不是一个容易的过程，但从长远来看，它将为您节省大量时间和资源。
Advertising on Facebook can be highly profitable and bring a significant amount of quality traffic if it is properly configured. Knowledge of all advertising opportunities opens up new horizons of development for business.
如果配置正确，则在Facebook上投放广告可以带来很高的利润，并带来大量的高质量流量。 对所有广告机会的了解为业务发展开辟了新视野。
But remember, even if everything is fine with the campaign, it will not always be the case if you restrict yourself to manual tuning. Automation systems enhance optimization, help improve the performance of advertising campaigns. Many services charge a high monthly fee, but these costs pay off. The main thing is to master and apply all the functionality.
但是请记住，即使广告系列一切正常，但如果您将自己限制在手动调整范围内，则情况并非总是如此。 自动化系统可增强优化效果，有助于提高广告系列的效果。 许多服务收取高额的月租费用，但这些费用能带来回报。 最主要的是掌握并应用所有功能。
So, if you need help to understand if Facebook ads automation services can solve your main process problems or you need an application that works with other platforms that adapted to your needs.
因此，如果您需要帮助以了解Facebook广告自动化服务是否可以解决您的主要流程问题，或者您需要一个可与其他平台配合使用的应用程序来满足您的需求。
And high conversions for all of us!
所有人的转换率很高！
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