How to optimize ad campaigns on Facebook

By Demi da Cunha
March 17, 2023
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To optimize ad campaigns on Facebook, never pay to show more, but pay to earn more.

You shall start by defining and saving your specific audience, then use the bid strategies according to your goals, and finally bring a savage offer.

Notice, here selling is to everything you are announcing, from a medical service to a blog post.

The essentials of optimization in ads

Something you have to know is that here I write about ads in the digital marketing context. Anyone with experience running campaigns knows that there’s a public to reach and attract, that’s the marketing side of the game. In addition, the audience must be well-defined in technical aspects, such as localization and interests, which is the game’s statistical side.

Combining these aspects, no matter if you’re running campaigns using Google ads, TikTok ads, LinkedIn ads, etc, you will guarantee positive results.

The saddest and greatest thing about how to optimize ad campaigns on Facebook

Meta is a company. To align with fairness with everyone, you will be in an auction, and you’ll have to win against your competitors, which means you have to improve daily. Let’s say you are running ads and your persona is a man with cognitive problems living in Viena, your competitor will be the one with the same persona, or similar. Beat him!

Technically, you have to pay more to show more, but you will use a hack to beat your competitor. That hack is your creative, and/or copy. Make creatives that lead to direct actions by offering a NEW resolution, NEW does not necessarily mean something new in the world, but, a new way to see the existent product, service, or anything you’re trying to sell. Copies and images are the fundamental keys in the Facebook Ads arena. Now you don’t pay more to show more, you just pay to have results.

Bid strategies: how to use them to succeed

1. Cost per Click (CPC)

Cost per click is one of the most common Facebook bid strategies. With this strategy, you pay each time someone clicks on your ad. CPC bidding is best suited for campaigns that aim to drive traffic to your website, generate leads, or increase app installs. You set a maximum bid for each click, and Facebook will try to get you as many clicks as possible within your budget.

1. Cost per Impression (CPM)

Cost per impression is a bidding strategy in which you pay for every thousand times your ad is shown. This strategy is ideal if you want to increase brand awareness and reach a broad audience. With CPM bidding, you can set a maximum bid for every thousand impressions, and Facebook will try to get your ad in front of as many people as possible within your budget.

1. Cost per Action (CPA)

Cost per action is a bidding strategy that allows you to pay only when a specific action is taken, such as filling out a lead form, making a purchase, or downloading an app. CPA bidding is ideal for campaigns that have a clear and specific goal. You set a maximum bid for each action, and Facebook will try to get you as many actions as possible within your budget.

1. Cost per ThruPlay (CPV)

Cost per ThruPlay is a bidding strategy that only charges advertisers when their video ad has been played to completion, or for at least 15 seconds. This strategy is best suited for campaigns that aim to increase video views or engagement. With this, you set a maximum bid for each video view, and Facebook will try to get you as many ThruPlays as possible within your budget.

1. Target Cost (TC)

Target Cost is a bidding strategy that allows you to set an average target cost for your campaign. Facebook will automatically adjust your bid to achieve the best possible results while staying within your target cost. This strategy is ideal if you have a specific goal in mind, such as maximizing conversions or keeping your cost per acquisition low.