Ad Platforms
Facebook & Instagram
Optimization

Facebook Campaign Optimization

Campaign Structure

Account Hierarchy

Ad Account
└── Campaign (Objective & Budget)
    └── Ad Set (Targeting & Placement)
        └── Ad (Creative & Copy)

Campaign Objectives

Choose based on your goal:

  • Awareness: Brand awareness, Reach
  • Consideration: Traffic, Engagement, App installs, Video views, Lead generation
  • Conversion: Conversions, Catalog sales, Store traffic

Budget Optimization

Campaign Budget Optimization (CBO)

  • Set budget at campaign level
  • Facebook distributes across ad sets
  • Best for 3+ ad sets
  • Minimum/maximum spend limits available

Ad Set Budgets

  • More control over distribution
  • Test different audiences equally
  • Better for learning phase
  • Useful for different cost objectives

Bidding Strategies

  1. Lowest Cost (Default)

    • Maximize results within budget
    • Good for starting out

  2. Cost Cap

    • Control average cost per result
    • Maintain efficiency at scale

  3. Bid Cap

    • Control individual bid amounts
    • Maximum cost per optimization event

  4. Target Cost (Deprecated)

    • Maintain stable average cost
    • Replaced by Cost Cap

Creative Optimization

Dynamic Creative

  • Upload multiple assets
  • Facebook tests combinations
  • Components:
    • Up to 10 images/videos
    • 5 headlines
    • 5 descriptions
    • 5 CTAs

Creative Best Practices

  • Images: 1200x628px minimum
  • Videos: Square (1:1) or vertical (4:5)
  • Text: Keep under 20% of image
  • Testing: 3-5 variations per ad set

Performance Monitoring

Key Metrics

  • CTR (Click-Through Rate): >1% good
  • CPM (Cost Per Thousand): Market dependent
  • CPC (Cost Per Click): Industry specific
  • ROAS (Return on Ad Spend): Revenue/Spend
  • Frequency: Keep under 3-4 per week

Learning Phase

  • Lasts until 50 optimization events
  • Avoid edits during this period
  • Performance stabilizes after exit
  • Budget changes >20% reset learning

Optimization Techniques

A/B Testing

Test one variable at a time:

  • Audiences
  • Creatives
  • Placements
  • Landing pages
  • Ad copy

Scaling Strategies

Vertical Scaling

  • Increase budget gradually (20-30% every 3 days)
  • Monitor performance metrics
  • Watch for audience fatigue

Horizontal Scaling

  • Duplicate winning ad sets
  • Test new audiences
  • Expand to new placements
  • Add new creatives

Troubleshooting Poor Performance

High CPM

  • Audience too narrow
  • High competition period
  • Poor ad relevance
  • Placement restrictions

Low CTR

  • Weak creative
  • Audience mismatch
  • Ad fatigue
  • Poor value proposition

Low Conversion Rate

  • Landing page issues
  • Pricing problems
  • Audience quality
  • Tracking problems

Advanced Strategies

Retargeting Funnels

  1. Top of Funnel: Broad audiences, awareness content
  2. Middle of Funnel: Engaged users, consideration content
  3. Bottom of Funnel: High-intent users, conversion focus

Campaign Rules

Automate optimization:

  • Pause underperforming ads
  • Increase budget on winners
  • Alert for anomalies
  • Schedule actions

Attribution Windows

  • 1-day click: Strictest attribution
  • 7-day click: Standard for most
  • 1-day view: Includes view-through
  • 28-day click: Maximum window

Best Practices

  1. Budget Management

    • Start with $20-50/day minimum
    • Scale gradually
    • Set lifetime budgets for fixed periods

  2. Testing Cadence

    • Launch new tests weekly
    • Review performance every 3-4 days
    • Kill losers quickly
    • Scale winners aggressively

  3. Creative Refresh

    • Update creative every 2-4 weeks
    • Watch frequency metrics
    • Test seasonal variations
    • Use UGC content

Next Steps

Budget GuideBlocked Ads