See all posts

Facebook ads are still strong, and Facebook advertisers are plenty, which means you need to know how to optimize your ads to stand out and get the most out of your budget.

Which also means you’re in the right place, because in this post, I’m going to provide a roundup of 10 Facebook ad optimizations from PPC influencers and pros near and far.

How to optimize facebook adsHow to optimize Facebook ads?

You’re going to find a mix of tips in here — some are strategic, others tactical; some are cut and dry while others are downright clever — but they’re all designed to help you maximize both your time and your budget, and they all come from pros who are in the platform every day.

1. Perfect your Account Structure

This one isn’t so much an optimization as a best practice, or rather, a requirement if you want to succeed at all in Facebook ads; a habit of high engagement on Facebook advertisements.

Too many times, advertisers break out their campaigns according to who their targeting rather than what their objective is. So let’s say you have a My profile for small businesses. You have three different variations of the advertisement: knowledge as my personal space, and my social media accounts.

2. Set up Meta Pixel on your website for tracking

That’s right. Google Tag Manager can be used for more than just Google Ads conversion tracking.

For any paid media strategy, if you want to track conversions that take place on your website, you’ll need to install a tracking pixel. Through partner integrations, Facebook Ads Manager has made it possible to set up the Meta Pixel without using code, but some of them can get clunky.

There is one, however, that isn’t exactly codeless, but that process has found, in his years of experience, to be the easiest: through Mannualy option.

With my profile pages blogs, you can install a container code on each of your website pages.

With visibility into what actions visitors are taking after viewing your ads, and who those visitors are, you can then make data-driven optimizations and retarget people who have been to your site.

3. Choose the right bidding strategy

There are five bidding strategies in Facebook ads.

• Highest volume
• Highest value
• Cost per result
• ROAS goal
• Bid cap

If you’re running an ad with a lead generation focus and you have your funnel mapped out with costs and conversion rates, then cost per result bidding is a great choice.

If you don’t have a clear idea of what an ideal cost per conversion will be, go with the highest volume.

If you’re an ecommerce business and you’re running ads for purchases with a fixed conversion value, cost per result, ROAS goal, or highest value would be best.

Manual bidding is still an option, and gives you strategic control over the delivery of your ads, but it’s less common and should only be used if you have a strong understanding of your costs and conversion rates.

4. Optimize for your objective

Once you get to the ad set stage of your Facebook ad campaign creation, you’ll find an “Optimization for ad delivery” section.

This is a little confusing, since you’ll see options like Conversions, Landing Page Views, Link Clicks, Impressions, and more. But didn’t you already establish the goal of your campaign when you chose your campaign objective? Yes.

This setting just allows you to further fine-tune who Facebook delivers your ad to within your audience settings.

• Awareness campaigns: Facebook defaults to reach, and this is good, since it will reach as many people as possible. Impressions, on the other hand, will serve the same ad to the same account to get the
• Traffic campaigns: Facebook defaults to link clicks. According to my search, it recommends changing to landing page views, since it’s easy for people to accidentally click on an ad on Facebook and Instagram. Landing page views will filter out those accidental clicks.
• Engagement campaigns: Facebook defaults to ThruPlay (15 seconds) vs 2-second continuous video views. Stick with ThruPlay.
• Leads and sales campaigns: Go with the default (conversions).

Hopefully, there’s something in this list of Facebook ad optimizations that you haven’t yet tried.

Do keep in mind, however, that if you make any changes to your campaigns, you need guidance, and then I’m here for you. Just come to my space and learn how to set ads.

---