Best Practices for Testing, Segmenting and Optimizing Facebook Ads
Facebook allows for some very deep targeting options that give you the means to reach very specific groups of individuals. To be really successful at Facebook advertising, it's necessary to break your offers down to those specific groups.
If you're too broad with your ads, you won't reach your target audience. In doing so, the Quality Score of your ads can suffer, which could cause a ripple effect across your entire campaign causing the whole thing to be cancelled. When you're more granular with ad targeting, you have greater control over your placement, giving you a higher level of performance. You're creating thousands of ads that target different ages, regions and all different aspects of these in order for you to have greater control over your clickthrough rate. With better targeting, you have better control over your ad groups, allowing you to pause groups that aren't achieving the rates you need for them to.
The process is a long one, and your best chances for success are with a tool that allows you to create multiple versions of your ads and upload them quickly. Doing this through Facebook's interface is unnecessarily clunky and will take a great deal of time. However, it is the way to success, so finding a tool that helps you do this is something that you must do.
Testing your ads is an ongoing process. You don't stop because you've gone through multivariate tests and found a good combination. That's just the start. All great online advertising campaigns go through a constant state of analyzing the results and using those results to try to make them better. You're always trying to find what's best for your audience.
For example, you might find that when an ad mentions your brand and not a product it doesn't do as well. The results may be confusing. You may be constantly surprised. The process of optimization relies on your ability to analyze results and keep searching for better ads.