As the most traffic-dmissing social media platform, Facebook is now the preferred channel for many sellers to market. But if Facebook ads are not properly optimized, the ad budget will be consumed faster than the bill.

This article explores eight ways to reduce Facebook's advertising costs without compromising sales.

(The article is a little long and can be collected and looked at carefully.)~）

Facebook prioritizes video content, so videos have a wider reach than other forms of content ads because they may rank higher. With more exposure, even if the cost of advertising remains the same, it may improve your return on investment.

But that doesn't mean sellers have to spend a lot of money making videos to get amazing results, and mobile videos are now mature and can be viewed in millions. At the same time, this does not mean that the seller to completely abandon the image advertising, but if your advertising costs are high, and want to reduce the cost, just without the product picture, then you can use video.

Facebook measures the overall relevance of ads based on their quality and engagement, resulting inRelevance Score”。

Relevance scores are from 1 to 10 points, of which 1 is the worst and 10 is the best. If you want to increase ad coverage and reduce CPC costs, keep the correlation at 8-10.

You can view the relevance score by following these steps:

If your ad relevance score is lower than expected, there are three ways to improve your score:

Make sure your ad content is not misleading。Using "deceptive" text or images (also known as click lures) to get clicks in a misleading way can significantly hurt relevance scores.

Make sure your audience is targeted accurately.In other words, narrowing your targeting to a specific audience ensures that more people are targeted and find more relevant content.

Make sure your ads don't last.If you use the same ad for a long time and target the same market, the ad will become obsolete. Over time, your relevance score will decrease because consumers get bored.

Not only does the Facebook Pixel give you access to more data, but it also helps segment your audience and increase click-through and relevance scores. In addition, Facebook pixels allow sellers to see what Facebook ads bring sales, allowing sellers to optimize their ads for a higher return on investment.

Using facebook pixels, you can:

Run effective redirect ads;

Use data to optimize your ads;

Track sales.

Limiting Facebook ad bids can help sellers reduce costs if your Facebook ad relevance score is right, your ad reach is higher than expected, but your costs increase. And when your ad gets more valuable audience clicks, Facebook continues to send ads to people who click on it.

By using bid limits and create rules, you can ensure that your ads work within your budget. Therefore, the seller wants to make sureTurn an "auto" bid into "manual"。

Tip: If you choose to bid manually, you should set it to Average, as shown in the image above, instead of the highest. If you set the highest, you'll lose the most valuable user in your target audience.

Audience overlaps not only mean that you're targeting very similar goals, but can also lead to poor ad serving because your ads are essentially competing with others.

Thankfully Facebook hasAudience OverlapTools.to let sellers know if and where audiences overlap, ensuring better ad delivery and lower costs. Sellers can view the following steps:

This tool will tell you which parts of your audience overlap and how much they overlap:

If, as in the Facebook example above, your audience overlaps high, and you can then combine or improve or change targeting by further segmenting, using Facebook pixel data, and so on.

To reduce Facebook's advertising costs, you need to increase advertisingCTR (click-through rate)。 Because the higher the click-through rate, the higher the relevance score.

So how do sellers improve click-through rates? Here are two tips:

Facebook now offers a variety of feeds and platform ad locations. But sellers should remember not to choose an "auto" ad location, but toManual ad bit test deliveryto find ad locations that get the highest click-through rates.

In addition, your ad location selection matches your overall goals and ad content. For example, if you provide more granular promotional information, you can use Facebook messenger ads, which may yield a return on investment.

Sellers who want to maximize the value of performance and cost need to set a special location for each ad.

Ad fatigue is when an audience sees more of your ad and finds that the content is old, which in turn affects ad reach (when the audience starts to hide the ad) or click-through rate (consumers may no longer click on the ad).

Sellers can set it up through Facebook's ad manager and select it“Create Rule”, you can then change the presentation frequency as follows:

Not all audiences are active for the same amount of time, and in order to reduce the cost of invalid ads, sellers test when ads will be released. After you've made simple statistics about your ad data, you'll know when your audience is following your posts the most, so you canSet your ads to run only during these peak hours。

As the figures above show, more audiences are involved on Saturdays, and on Sundays they are the least, with the target audience being the most active between 9 a.m. and 21 p.m. This allows the seller to set the ad to run only for those periods.

The more accurate your audience targeting, the more likely your ad traffic is, not only by clicking on your ad, but also by sharing it with other audiences who are interested in content.

Click-through and conversion rates are not directly related to reach if audience targeting is too broad. In addition, your audience is set to be inaccurate, and your ads will compete and bid better than targeting the exact audience.

For example, if your target audience is "female consumers aged 18-55 who like to work out," the ad competition will be higher than if the audience were targeted at "women aged 18-23 who like yoga and live in Sydney."

Precise positioningMake sure your ads get a higher quality score.

// Picture: Hugo.com