How doing less can lead to better ad performance

Max Volhin / Head of Performance

As counter-intuitive as it might sound, you can actually get better results on your ad performance by doing less. Here’s how: 

Stop changing your images & copy all the time

This way you’ll allow Facebook’s platform to “learn” what content works best for your audience 📈 Plus, you won’t waste the likes and comments gained which act as social proof.

Don’t waste your energy on complicated targeting

Facebook’s algorithm is a powerful tool that can see user behaviour that’s hidden to us 🦄 So just give it the initial direction and it will identify the right customers for you. 

The same goes for ad placements

Chances are you’re basing placement decisions on assumptions. The truth is – you’ll only be limiting your reach by handpicking your ‘perfect’ placements 💁‍♀Let the platform do its automatic testing and it will serve you well. 

Fostering a symbiotic relationship with Facebook’s ad platform is the key instead of trying to outsmart it. By letting the platform do its thing, you’ll have much more time to spend on the things that will actually make a difference to your ad performance (but are often overlooked). Here’s what you should do with that extra time: 

Make sure your website analytics are properly set up

Start by making sure you have an analytics tool in place like Google Analytics. Then configure it so that you are tracking key business events – purchases are obvious, but things like form completions, phone calls etc. are often not accurately captured. These are critical in highlighting unexpected benefits from your ad efforts. Also remove things like yours and your team’s IP addresses so you don’t muddy your website’s traffic data. 

Separate your paid social media activity from organic

By default most analytics tools will group all your social media traffic. This makes it difficult to determine which activity is truly driving results. 

Check your ads pixel

Whilst installing this is often an afterthought, it really is a task that you must get right. An incorrectly installed pixel means you are not sharing the full picture with Facebook, which will result in suboptimal ad performance due to there being gaps in the data.

Study your site performance using the right tools

Not only do you need to be reviewing your site analytics regularly – checking things like conversion rate, bounce rate and average time on page – you should also be analysing your site behaviour visually. If you don’t have a heat mapping tool like Hotjar installed on your site, you’re missing out on valuable information that will help you improve your landing pages. 

Plan experiments and execute them with discipline

With a data-driven framework in place you can start forming hypotheses for how you can improve your ad performance. The key is to methodically execute your experiments and let data-driven results inform success/failure. Like a true scientist, you’ll likely fail more times than you’ll succeed, but this shouldn’t deter you from continued experimentation. 

Want to spend even less time worrying about your ads performance? We can help you with that! Our approach is simple: 

  • Our monthly fee is charged as a % of your return on ad spend, which means you’ll only pay us if you actually get the results
  • We don’t lock you into long term contracts and will be the first to tell you if you’re better off without us 
  • We have years of experience running our own digital businesses, so we know what business owners need from an agency partner

Can we help with your performance ads?