How to Optimize Facebook Ads to Skyrocket Your Conversions


1. Choose the right objective


When setting up a new campaign, Facebook gives you 11 different campaign objectives to choose from. Each of these are relevant to specific advertising goals.


Before setting up your Facebook ad campaign, think about your ultimate goal. Do you want to increase brand awareness? Do you want to grow sales? Do you want traffic to your website?


When you’re clear on your what your goal is, proceed to the set-up process and select the objective that closely aligns with your end goals.


This way, you’ll keep your Facebook ads optimized for your desired outcome.


2. Choose the right audience


After you’ve chosen your objective, you’ll need to select your target audience.


Finding the right target audience is one of the keys to mastering your Facebook ads optimization.


Facebook has 3 main audience types.


a) Saved Audiences – these are audiences that you can define by choosing people’s interests location, age, gender, used devices, income level, etc.


b) Custom Audiences – these are retargeting audiences that help you reach past website visitors and people who have engaged with your content or app.


c) Lookalike Audiences – these are audiences that help you reach the people who are similar to your existing customer database, making them highly likely to convert as well.


Each of these audience types gives you plenty of additional options for creating the perfect target audience for your Facebook campaigns. The more you drill down your details, the more likely your ad is to resonate with your audience.


3. Set your budget


Your Facebook advertising budget and bidding methods will define how much you’re willing to pay per campaign result.


You can choose between having a daily budget or a lifetime budget.


A daily budget is best suited for when you’re running an evergreen campaign and want to maximize strong performance. If you also expect your budget to change regularly, this is the best option to go for.


On the other hand, a lifetime budget works best for when you need to run your ads on schedule and your campaign has a set budget and end date.


There is no “right” way to budget, but if you’re experimenting with ads for the first time, you may want to opt for a smaller budget to test the waters and then gradually increase it to maximize performance.


4. Choose the right placement


A placement is basically where you want your ad to appear.


You can either let Facebook automatically choose an ad placement for you or you could manually choose where you want to place them.


Currently there are 14 different Facebook ad placements.




  • Desktop Newsfeed
  • Mobile Newsfeed
  • Right-hand Column
  • Instant Articles
  • In-Stream Videos
  • Suggested Videos
  • Marketplace


  • Feed
  • Instagram Stories
  • Facebook Audience Network
  • Native, banner and Interstitial
  • In-Stream Videos
  • Rewarded Videos


  • Home
  • Sponsored messages

If you’re unsure which ad placements to use, Facebook suggests the following options for each advertising goal:


Brand awareness: Facebook and Instagram


Engagement: Facebook and Instagram


Video views: Facebook, Instagram and Audience Network


App installs: Facebook, Instagram and Audience Network


Traffic (for website clicks and app engagement): Facebook and Audience Network


Product catalog sales: Facebook and Audience Network


Conversions: Facebook and Audience Network


You can start by testing these ad placements and later, based on the results you see in your ad reports, optimize your placements for higher ROI.


5. Install the Facebook pixel


Facebook pixel is a piece of code that you install on your website to help Facebook track your visitors and conversions.


Installing the Facebook pixel will give you a better overview of your Facebook ads campaign results, and you’ll be able to quickly create remarketing audiences.


The main benefits of installing a Facebook ads pixel include:


i) Tracking conversions that happen outside the Facebook platform, e.g., on your website


ii) Getting tons of additional insight to your Facebook campaign ROI


iii) Creating advanced remarketing audiences and Lookalike audiences


If you’re unfamiliar with setting up a Facebook pixel, this article walks you through the whole process.


6. Measure your Facebook ads performance


Knowing how to measure and evaluate your campaign results is crucial to Facebook ads optimization. Without the Facebook ad reports, you won’t know how your campaigns are performing and what needs to be optimized.


The Facebook Ads Manager is a great tool for reviewing ad campaign performance.


Here, you can sort your ads by dates, objectives, etc. and zoom in to any campaign to measure the performance of every single ad set or ad.


Simply put, you can filter your campaigns in countless ways to find the exact metrics relevant to your Facebook campaigns.

The 4 core metrics that you especially need to pay attention to are:


i) Cost per result


ii) Relevance score


iii) Frequency


iv) CPM (Cost Per Mille)


These metrics will help you to better understand your campaign performance so you can see what’s working and what’s not.




Facebook ads are a smart way to get highly qualified leads for your business at a low price. Just keep in mind that the strategy you use will determine your success, or your failure.


By following the steps outlined above, you’ll be able to set up successful ad campaigns.


Remember, always be testing. Test until you find what brings in the best results.


If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

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