Photo by @bugwugsmom via Twenty20

What is ROI? Are your Facebook ads working the way you expected them to? Were you hoping for a better return than what you’ve seen? If you want to improve your return on investment on your Facebook ads, you need to make sure you are reaching your target market. Let’s have a look at how you can optimize your Facebook ads and increase your ROI.

#1 Separate Your Desktop and Mobile Ads
This is one of the biggest mistakes made – using the same ads for both mobile and desktop applications. You need to be able to optimize your ads, conversions, and bids related to the device they are appearing on. Therefore, you need to have ads designed for mobile devices and desktops to maximize your ROI.

#2 Optimize Right Column Ads and Desktop Newsfeeds Separately
One of the things highly successful marketers do is to create ads that are highly segmented. When you separate the right column ads from the desktop news feed and optimize each campaign by placement, device, and options for targeting. Your desktop newsfeed has images that are much bigger than your right column ads and a structure that is much different. This means the same ad can perform quite differently in different placements, so make sure to optimize each.

#3 Choose Your Call to Action
With Facebook ads, you are allowed to select your call to action, which has a major impact on the click-through rate you see, your conversion rate, etc. What you can do is a split test over time to help you clearly define what’s working. The call to action options are under the Ad Setup menu.

#4 Test Your Various Images
Images are key to your ad success – in fact, they are considered the most important element – the #1 reason why a person decides to click on your post (ad). That means it is very important for you to test various images to find the one that is performing the best and has the highest click-through rate and conversion rate. Make sure you also compare images that are performing similarly well to see what is uniquely different between them.

Implement all four of these tips to optimize your Facebook ads.