— February 23, 2018
If your Facebook ads aren’t quite reaching all the people you’re looking to influence, there are several things you can analyze to solve the problem. Here are a few tactics to ensure your ads are delivering the way you want them to.
Is your bid too low?
In order to run competitive campaigns in an increasingly competitive Facebook auction market, make sure you’re entering your ads in the auction with a realistic bid that reflects your CPA target. However, if the initial bid doesn’t get you delivery at some point, don’t be afraid to test higher values to get back on track. Facebook’s market is ever-changing, so be sure your bids keep pace.
Is audience overlap too high?
If ad sets in your ad account have a high overlap, Facebook will try its best to keep you from bidding against yourself in the auction. However, in order to do so one of the ad sets will miss out on impressions and subsequently suffer from under-delivery.
To combat this, try excluding the audiences from each other. If this result sin small audience sizes, try testing broader audiences (such as increased lookalike threshold) and apply the exclusions then.
Your promoted object may not have enough data
Generally, if you’re optimizing towards one of your pixel events, it’s recommended to be as specific with your promoted object as possible. By setting your promoted object, you’re telling Facebook what you want your final conversion to be so that Facebook can help you achieve it.
Some advertisers may struggle with generating enough conversions to feed Facebook’s algorithm to have the required delivery. Facebook recommends having 50 conversions per ad set per week so that the algorithm has enough data to optimize delivery.
If you’ve concluded that your promoted object doesn’t reach this target, try adjusting the promoted object to an event before the final conversion. The volumes there are likely to be considerably higher and therefore can improve delivery.
Are you using the right bidding type?
Facebook offers various bidding types to suit your objective, audience type, and audience size. While oCPM bidding can be very powerful, it’s not always the right bidding value. As a rule of thumb, we suggest using oCPM only with larger audiences whom you know relatively little about (i.e., prospecting audiences). Keep the audience size over 100k.
Sometimes seasons, holidays, and major retail days (such as Black Friday, Christmas, and Back to School) can increase the demand of ad space for particular verticals. If you’ve historically noticed increased competition during those periods, consider increasing your bidding to stay in the game.
Is your budget realistic?
Make sure your budget expectations are realistic for the audience size you’re targeting. For instance, if you’re retargeting a high-value custom audience of 500 users, you might not be able to spend the whole allocated budget. To set realistic audience targets for your team and your client, follow this simple calculation.
Audience size x 5 (frequency)
____________________________ = Anticipated budget
CPM that you’ve historically seen
for such small audiences
With this calculation, you’ll get the total number of impressions you’re able to deliver with a recommended maximum frequency of 5. By dividing it with your historical CPM for a similar audience, you’ll get the expected budget you’ll be able to spend.
Check the Relevance Score
Lastly, Facebook is always looking out for its audience as it’s aiming to provide a pleasant user experience. If your ads have received a lot of negative feedback (hint: the tiny x button in the top right corner of the ad) Facebook will scale down the delivery of the ad as it’s seeing that it’s not resonating well with the audience. So, always make sure to target the relevant audience with the best possible creative most likely to resonate with them.