7 Tips to Optimize Your Facebook Ad Campaigns


Kevin Urrutia


Facebook Ads


September 27, 2022

When asked for ad optimization, many of the digital marketing UK companies suggest basic tips while avoiding major tricks that could actually produce positive results.

In general, optimization means to enhance something for positive results. Many industries only focus on the first part of this definition and come up with detailed methods to enhance ad campaigns. Keep in mind that all of this is done with no focus on bringing positive results.

Such an experience can be extremely frustrating, not to mention the loss of money! With that being said, if you want to create some noise with your Facebook ad campaigns then here are seven tips to boost your efforts!

  1. Start with the Right Audience

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Facebook is full of two kinds of people: browsers and serious buyers. In order to have a maximum impact, you need to differentiate between the two because your ad campaign is only effective if it successfully reaches the right audience.

This is true considering Facebook’s client case studies have uncovered the fact that targeted ads result in higher ROI and CTR. So targeted ads are great but how one can find their target audience? Thankfully, Facebook ads have uncomplicated groundwork which makes it easy for marketers to hit their target audience with their ad campaigns.

While creating an ad, marketers have the opportunity to enlist specific details about who they want the ads to reach. The more details you add, the more your target audience is specified for the machine.

  1. Separate Mobile and Desktop Ads

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Although mobile usage has gone up in recent years, never direct all your focus and money towards having an entirely mobile ads campaign. Save something for desktop users as well because desktop has a 3% higher conversion rate than mobile. This is because the ease of use and the convenience with which one could do product research has really put the desktop in a different light.

The higher conversion rate makes it necessary for marketers to treat both the ad forms separately but still with care. Since desktop allows deeper research, try to create a campaign that creates a sense of urgency. So anything from discounts, limited offers, and the time-sensitive offer should be directed towards the desktop. While all the other opportunities for lead generation and brand awareness should be channeled through a mobile medium.

  1. Explore Various Bidding Options

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When times were simpler, Facebook chose your ads based on its performance and bid. However, Facebook complicated the entire process which means that now you will have to bid for the kind of result you want your ad to be optimized for. For instance, if you want to run a conversion campaign, you can choose or bid on things like engagement or link clicks.

If you are starting out with a limited budget, you need to optimize your campaign for clicks. On the other hand, if your goal is higher web traffic, then optimize for engagement.

  1. Observe a Strict Scheduling

Running a Facebook ad campaign all the time and throughout all days of the week is a failed strategy. Not only it costs more money but it also makes your campaign ineffective to the point where viewers do not care about what you are offering.

In general, there will be specific days and a certain peak time where your ads will face more engagement. The trick here is to find the specific days and hours in which your campaign outperforms. For this purpose, you need to utilize the performance data from all of your ad campaigns to discover the peak time. From there, you can apply the result to your next campaign by opening the Facebook Ads Manager’s Breakdown menu. Choose the day, hours or weeks and it will let you manipulate your campaign accordingly.

  1. Optimize Ad Placement

Image Source: Shutterstock

Where and how you place your ads have a massive impact on its effectiveness. To discover which ad placement is paying off in terms of money, go to the Ads Manager’s Breakdown section to analyze your campaigns. After you have found the best ad placement, you can go ahead and bid on it. Likewise, if a certain ad placement is not bringing any positive results, simply remove it from your entire campaign.

  1. Repurpose Old Ads’ Engagement

When you tweak your existing campaign or run various test to optimize for a specific result, all the users’ engagement disappears on that specific post. This means that with each test, you will have to start all over again with the likes and comments. However, with social stacking, this issue can be easily resolved.

Social stacking is a specific technique which means that you can save your engagement stats while experimenting with the ads for various results. The process for this is easy!

  • Open the ad preview of your existing campaign and choose the option Facebook Post with Comments.
  • Then, copy the displayed Facebook URL which you can see after you click Preview.
  • Create a new ads campaign and select the option Use Existing Post.
  • From there, you will see an Enter Box ID into which you will enter the copied URL.

Through this way, you can begin a new campaign while restoring the previous posts’ engagement stats.

  1. Experiment with Ideas

Not every technique is going to work in your work. The key here is to identify the parts that work in optimizing your overall campaign efforts. For this purpose, you need to perform A/B test to identify what messages, creative elements, and content shape resonate best with your audience.

There is no order or a manual that you can follow when A/B testing your campaigns. However, copy, ad format, design, campaign objectives, and button placement are something you must never ignore during the testing phase. Additionally, keep a tab on all these changes to differentiate between the things that work for you and the things that do not.



There is no denying the fact that optimizing Facebook’s ad campaigns is a nerve-wracking process. On most parts, it is confusing and there are not any shortcuts to success. However, you need to undertake certain measures to ensure that your money and efforts do not get wasted in the end.

This is why you must follow the above-mentioned optimizing strategies which, although are too much work, will definitely be worth all your efforts!


Author’s Bio: Shawn Mike provides ghostwriting and copywriting services. His educational background in the technical field and business studies helps him in tackling topics ranging from career and business productivity to web development and digital marketing. He occasionally writes articles for Hire PHP Developers.

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