Not seeing the conversions you were hoping for with your Facebook Ads? Here are 7 easy tricks to help optimize your Facebook Ad Strategy and increase your ROI.


#1: Categorize your audience

Whenever you’re starting an Ad Campaign, it’s important to remember that each individual who comes across your ad has a different relationship with your brand.

Think of it this way:

Cold Traffic: People who are unfamiliar with your brand

Warm Traffic: People who are familiar but have yet to make any purchases

Hot Traffic: People who have become loyal customers

Each of these groups of people should be targeted differently in order to optimize your return. Ads targeting cold traffic should always answer the who, what, and why of your brand; however, targeting your hot traffic with these kinds of Ads would not be the best use of your marketing budget.

Instead, you should focus on targeting your warm traffic with incentives like discount codes and free products to encourage them to become customers. Likewise, you should target your hot traffic with ads that encourage them to remain a customer – exclusive deals for existing customers, etc.

Luckily, Facebook makes it very easy to segment out these different groups of people. You can create custom audiences based on people who have engaged with your ads, and even upload your own list of people to create a saved audience of existing customers. GO FACEBOOK!

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#2: Exclude audiences from receiving your Ads

This may sound counter-intuitive. Why would you choose to exclude people from receiving your Ad? However, this is a very effective strategy for optimizing your Facebook Ads.

When creating new campaigns, it’s important to remember that your audiences may contain significant overlaps. If you’re targeting a lookalike audience based on website visits in one campaign and an audience based on brand associated interests in another campaign, chances are these two audiences contain a few of the same people.

In order to utilize your Facebook marketing budget efficiently, you want to make sure you’re not targeting the same people with the same ad.

Facebook makes this super easy by allowing you to exclude audiences within your ads. That means that you can exclude the target audience of one campaign from being targeting in another campaign. This feature allows you to minimize your overlap and avoid spending double the resources on the same group of people. CHEERS TO SAVING MONEY!

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#3: Explore your dashboard 

It’s easy to just log onto ads manager and look at your ads the first three columns of your performance log (results, reach, cost per results), but those aren’t the only numbers to pay attention to when creating your best Facebook Marketing Strategy.

Here are some often overlooked features:

Frequency: This reports how often your ad is being delivered to your audience. Ideally, you would want your ad to have a frequency score between 1 and 2 or lower. This means that on average each person in your audience is receiving your ad once or twice. Frequency should always be monitored because if your audience is receiving your ad too often,  it may encourage them to opt-out of receiving your ad.

Relevance: This is a very important feature to look at when monitoring your ads. You want to make sure your ad has a relevance score of 4 or higher. A low relevance score means it’s unlikely that your audience will turn into customers and you should re-evaluate your campaign.

One super nifty feature to make it easier to monitor these scores is Facebook’s customizable columns. You can set up your dashboard to report in a way that makes sense to you. POINTS FOR FACEBOOK!

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#4: Keep your mobile and desktop ads separate

Facebook is super cool in that they let you run each of your ads on all their different platforms (mobile, desktop, Instagram), but this can be problematic.

Each of their platforms delivers the ad differently and an ad that is optimal for Facebook Desktop viewers may not be optimal for Instagram viewers. The instagram and mobile Facebook ads omit text preset on desktop versions of the ad, and often images are cropped differently.

In order to make sure viewers are receiving the best version of the ad on all platforms, you should separate your campaigns into mobile, desktop, and instagram ads.

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Separating your ads will allow you to optimize your text and images to suit the format the ad will be delivered on, and help increase engagement.


I cannot stress how amazing and super important this feature is. This is Facebook’s little built-in A/B testing feature, and no Facebook Marketing Strategy should exist without it.

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Whether you’re testing creative strategies or which audience engages more with your ads, split testing is the way to go to get the best bang for your buck. The best part is that Facebook will automatically continue to run the ad that performs the best, so you can run the most optimal ad without doing any of the hard work.

#6: Dress up your engagement 

Ever had an ad that does super well and wants to show the rest of Facebook world that engagement?

Facebook allows you to create an ad based on existing ads. This means that your engagement from a previous ad stays intact when you create a new ad.

Just follow these simple steps:

Create new Campaign

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Now all those likes, comments, and shares will carry on with your new ad campaign, and you can show off your brand’s appreciation to a whole new set of people. WOOOHOOO!!

#7: Set up an ad rotation

Ever heard of the saying “the more you have, the less you see?” Well, that should come to mind when creating your Facebook ad strategy. If people keep receiving the same ad over and over again. They’re likely to blindly skip over it.

Don’t just slam your audiences with multiple ads featuring your logo. Change up your creative and create a variety ads within a campaign so you can send the same message with a unique approach.

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Facebook campaigns allow you to put all your ads on rotation. That way the same ad is going out 24/7.  I don’t know about you, but I’m thinking Facebook’s PRETTY AMAZING.

Now that you have a better understanding of Facebook Ads and all its features, put these seven tricks to use and make this year’s Facebook Marketing Strategy the best yet.

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