Have you already tried Facebook Ads? Are you still not getting enough results from your ads? The most important problem is often reaching the right target group. In this article, we will give you 13 tips to optimize your Facebook advertisement.

# 1: Keep mobile and desktop ads separate

Make sure your ad groups for mobile and desktop are separate so you can optimize for these ads, but also budget conversions and bidding strategies.

Advertisements and Call-to-actions (see point 4) often perform differently on a desktop than on mobile. When you start creating advertisements, it is advisable to take this into account. When you use the Power Editor, you can adjust this directly with your ad set.

It is possible for them to distinguish between mobile devices (Android, iOS and Featurephones)

# 2: Optimize news overview and right column on desktop separately

A best practice for Facebook marketing is to segment your ads in great detail. That is why it is advisable to optimize your ads for the news overview on the desktop and the right column separately.

In general, a news overview ad contains a larger image and is also constructed very differently. For example, you can lose more text and a better call-to-action. If you want to maximize the performance of your Facebook campaigns, you must optimize the news overview ads and right-hand column ads separately. You can adjust this with the placement options at ads set level.

# 3: Test different images

Each image has a different effect on your target group. Just look for “image conversion optimization.” You will see that many studies have been done in which it becomes clear that people have a different effect than general images. But that you always have to test it, because every situation is different.

For example, above you see three ads that we have used. With any other performance. By testing this, you quickly see what works and what doesn’t work. Optimize not only on click-through rate but also on your conversion rate.

# 4: Choose the right Call-To-Action

Choose a call-to-action (or starter-to-action in Dutch). That is sometimes forgotten. A call-to-action can make a significant difference to your click-through ratio and conversions. Facebook is not standing still in this area. Seven different promotions are currently being offered, but this may well be more in the future. Especially test various call-to-actions.

# 5: Segment Target Groups In Ad Groups

Every target group is different and also performs differently within an ad group. As a general rule, you can keep: group the interests of your target group in different topics and create one ad group per topic. For example, do you have marketing as interests, such as:

  • Google Ads
  • Google Ads Expert
  • Google Certification Program
  • Facebook ads
  • Facebook marketing
  • Facebook marketing solutions
  • Facebook marketing hour day
  • Online advertising
  • Digital marketing
  • Marketing online

Then you can identify three topics and therefore three ad groups for your Facebook campaign:

Ad Set-1

  • Google Ads
  • Google Ads Expert
  • Google Certification Program

Ad Set-2

  • Facebook ads
  • Facebook marketing
  • Facebook marketing solutions
  • Facebook marketing hour day

Ad Set-3

  • Online advertising
  • Digital marketing
  • Marketing online

You can then optimize this again individually from each other.

# 6: Install a conversion pixel

Use a conversion pixel so that Facebook can maximize this and you can better keep track of how your ads are performing.

  • To do this, go to Pixels under Utilities.
  • Use Facebook pixel for this. This is namely faster and measures the results better
  • You must add the pixel code to the header of your website

This tracks all traffic on your website. On your conversion page you must then add a little extra code such as: <script> fbq (‘track’, ‘Lead’); </script> This must be added after your standard Facebook script.

# 7: Choose a conversion for your ads

The new Facebook pixel offers you the possibility to follow nine standard events. You can, of course, follow different goals such as page visit, registration for your newsletter or a purchase.

Once you have created an advertisement, you can indicate below whether you want to use conversion tracking. Choose an existing pixel or create a new pixel.

Please note: the old conversion pixel is still being used at this time. This will only be phased out at the end of 2016, but it is advisable to use the new pixel.

# 8: Target group’s behavior

Many companies only make target groups based on interests, but it can also be smart to focus on behavior. In Sweden, the options are not yet vastly expanded. But you can do a bit more. For example, on Facebook, you can reach “Small Business Owners” or “Facebook Page Managers.” Or people who have just returned from vacation or are still traveling. Use this in particular.

Create separate ad groups for each behavior type. So you can test this again.

# 9: Target demographic data such as education or work

The demographic data can be interesting if you want to distinguish between income groups. Some products are more expensive, and you don’t want to bring that to the attention of people who can’t afford this. In the United States, you can even create target groups on income. In Sweden, you need to be a little more creative, but if you use demographic data, you will soon come a long way.

# 10: Find a profitable age group or gender

Just like other characteristics of your audience, age and gender can influence the performance of your ads. Analyze your ads by results per age group or gender to identify loss and/or profitable groups. The best way to do this is to click on Specifications in your ad manager and select Age and/or Gender.

The performance of your ads will then be broken down. You can analyze which age group converts better or worse.

# 11: Create a custom target group of e-mail addresses

Do you have a list of e-mail addresses that you can use? Then you can use it on Facebook to create a custom audience. The only thing you need for this is a txt or csv file with one email address per row. You can then import it.

How does that work?

To do this, click on Tools -> Target groups -> Create target group -> Custom target group. Then select the Client List. You may also use telephone numbers. That works in the same way. Keep in mind that Facebook cannot link all e-mail addresses to an account. The list will therefore never be complete.

Moreover, the list must be large enough. This must be at least 100 people.

# 12: Test different bidding strategies

Bidding strategies can make a significant difference to the success of your Facebook ads. The three categories (actually four, but ‘unique range per day’ you don’t use that quickly) you can choose from are: Website conversions (for which you need the conversion pixel ), Clicks (CPC) and Views (CPM = cost per thousand; 1000 views).

Test different bidding methods to find out where you pay as little as possible for a conversion, but where you can achieve the maximum volume. My advice is to start with CPC and Website Conversions. Views only become interesting if your click-through ratio exceeds 20%. You can set the optimization at the ad set level. As you can see below:

If you choose Website conversions or Clicks, you can indicate how much a click or conversion can cost you at most. My advice is to choose the first option ‘Get the largest number of website conversions for the best price.’ You already set a budget, and you will test with it. That is the starting point for optimizing.

# 13: Plan your ads

The last tip is to schedule your ad. Facebook offers the possibility to schedule your ads at set times, but that is only possible if you have set a duration budget. This is also the reason why this is often not used. Scheduling advertisements just make sense if you know exactly why you want to advertise at certain times. So if you know at what times an ad is profitable and when not. Do not you know that? Then simply use a daily budget. That also saves work. You will find the option in your planning options at the advertisement set level.


Ads on Facebook can be very profitable and generate a significant volume of high-quality traffic if they are set up correctly; that is, they are as specific as possible and carefully monitored. If you know all of the advertising opportunities on Facebook, you have new opportunities for your business.

Finally, what do you think about this list of suggestions? Would you be able to improve the effectiveness of your Facebook advertising campaigns with these recommendations? What advertising strategies do you use on Facebook? Leave your questions and comments in the comment box below.