从新手到专家：Facebook广告优化全指南

从新手到专家：Facebook广告优化全指南

From Beginner to Expert: The Complete Guide to Facebook Ad Optimization

广告发布后，需要监测数据并调整广告，包括关闭效果差的广告和调整广告预算，才能减少预算浪费，保证广告效果。 Facebook平台提供多种广告优化目标，供广告主针对不同的营销目标选择投放和优化。 掌握不同的优化目标定义和使用场景，让你的广告效果翻倍。

After publishing ads, it's crucial to monitor data and make adjustments, including pausing underperforming ads and optimizing budgets to reduce waste and ensure effectiveness. Facebook offers various ad optimization objectives tailored to different marketing goals. Mastering these optimization targets can double your ad performance.

一、新广告的调整时间建议 | 1. Timing Recommendations for New Ads

1.学习期结束： Facebook平台的广告组需要累积50个转化才算度过学习期。一般来说，学习期内Facebook不断地探索受众模型，寻找最适合的受众，这个阶段数据会波动比较大，建议新广告在学习期内不要进行调整。

1. End of Learning Phase: Facebook ad sets require 50 conversions to complete the learning phase. During this period, Facebook explores audience models to find the best fit, leading to data fluctuations. Avoid making adjustments during the learning phase.

2.曝光量1000+： 建议至少在广告有1000个曝光的情况下再进行广告调整，这样可以减少样本误差，数据比较有参考意义。

2. 1000+ Impressions: Wait until your ad reaches at least 1,000 impressions before making adjustments to minimize sampling errors and ensure data reliability.

二、新广告如何优化 | 2. Optimizing New Ads

基本逻辑： 数据足够的情况下，通过数据判断是否有机会达到KPI水平（对学习期的广告容忍度可以高一点，成本可以比KPI高20%左右），有机会达到目标KPI的保留或加量。

Core Logic: With sufficient data, assess whether KPIs can be met (allow 20% higher costs during learning). Keep or scale ads that show potential.

三、优化目标定义 | 3. Optimization Objectives Explained

1. 链接点击量（link clicks）： Facebook会把广告展示给最可能点击广告的用户。

1. Link Clicks: Facebook shows ads to users most likely to click.

2. 应用安装量（app install）： Facebook会把广告展示给最可能安装应用的用户。它相当于谷歌的1.0。

2. App Installs: Targets users most likely to install apps (similar to Google's 1.0).

四、使用场景 | 4. Use Cases

1. 链接点击量（link clicks）： 想提升网站的点击量/CTR；产品后期，想覆盖到新的流量池。

1. Link Clicks: Ideal for boosting website clicks/CTR or reaching new audiences in later stages.

2. 应用安装量（app install）： 推广新的应用，前期需要累积用户；应用的目标是增加下载量。

2. App Installs: Best for new app launches requiring user acquisition or increasing downloads.

五、AEO和VO开启条件 | 5. AEO & VO Requirements

AEO开启条件： 需要安装SDK；一天内付费或相关事件大于10次。

AEO Requirements: SDK installation needed; minimum 10 conversion events per day.

VO开启条件： 需要安装SDK；28天内FB广告带来玩家付费事件大于等于100次。

VO Requirements: SDK installation needed; minimum 100 paid events from FB ads within 28 days.