How to optimise your Facebook Ads campaign – the basics

„Everything starts with a well-planned strategy.” This is how Raluca Radu’s (founder MTH Digital) and Anca Toma’s (Head of Digital MTH Digital) presentation, 20 Practical Advice for Facebook Ads Campaign Optimization, started, during the conference Back to Business Virtual Summit.

A successful campaign is the one that brings the expected results, whether it’s about clients buying some products, subscribing to a newsletter, or disseminating some news (for example: giveaways or discounts).

To help you out, we’ve gathered 8 steps to keep in mind when creating your Facebook Ad campaign. Read it below:

1. Analyse the market

When you’re starting a campaign, the first thing you need to do is check what your competition is doing. Let yourself be inspired, see what works and what doesn’t for others and ask yourself “What can I add to this?” There’s no point in coming with a campaign or a product that offers the exact same thing that already exists on the market. Find your strengths and the ways in which your brand is unique.

Of course, keep in mind that you should never copy what somebody else is doing! What works for them might not work for you, and you need to get a sincere message across to your customers, that truly reflects your company’s views.

2. Define the clients

Another thing before starting to get your products and commercials out there is defining your target audience. Think about who would be interested in your product, and how could you reach them.

Keep in mind that often, your client is not represented by just one specific person. It is best to think in terms of „personas”. However, don’t be too vague! For instance, defining your buyer persona like “women aged 25-35 years old” is too imprecise.

A good analysis of the potential client should include demographics, age, hobbies of the person, the medium from where they come, what objectives they have, their role in society (corporate, freelancer etc.).

You can use special tools like Google Analytics to help you find out more information about your website’s visitors, divided by all kinds of criteria.

3. Teach yourself about machine learning

Machine learning is a powerful tool to use when it comes to ads. The basic principle is that the more boosted posts and campaigns you do and the more you get the machine to target your specific audiences, the more it will learn to do so on its own.

Depending on the characteristics of the buyer persona you define as your target audience, Facebook’s dynamic ads will learn to personalize them and bring them to the audience you’re aiming for.

4. Tips for the successful post

Now it’s time to create the best post! Seems easy, but there’s more than meets the eye here. People are visually tired from all the commercials that surround them wherever they go and look (be it huge backlight advertisements, pop-up commercials when trying to watch a video, or random ads in their social media feed), so there’s a tendency to either get defensive, when the ad is too obvious, or miss it altogether, because it doesn’t stand out in any significant way from the constant flood of images.

Luckily, there are some tips that will ease the process of creating the perfect Facebook ad.

More visual – less text

Don’t over-describe, nobody spends time on Facebook to read. You can have text on your images, but make sure it doesn’t take more than 20% percent of the visual space. Add a copy, if you feel it’s needed, but keep in mind that it will be the last thing that people read.

The order is as follows – first, the visual will get their attention; then, if the image is good enough and the text on it is easy to grapple, they’ll read it; lastly – if these two were really good, and people want to find out more, they’ll also read your copy.

Use videos

Keep up with the times. A very appreciated type of content nowadays is the video posts. And video ad campaigns perform better in terms of people reached, engagement or views. It’s true that a video won’t lead the viewers to a newsletter subscription box, or a product as fast as a carousel with the link in it will, but adding a video in the mix occasionally, might benefit your business in the long run.

Videos are dynamic, so they get people’s attention, they can shelter more information, and they make people feel like somebody really put any effort into making the ad.

Short and to the point

Clear messages are better than clever ones. Make sure the audience understands from one glance what your post is about, otherwise they’ll just scroll further. Also, if your post gets to the “see more” button, you need to shorten it.

5. Use the 6 Principles of Influence

These principles were introduced by Robert Cialdini, in his book “Influence The Psychology of Persuasion” and if there’s one field that makes use of persuasion, that is marketing. You should keep all these principles in mind if you want to have a fruitful campaign:


Simply put, give what you’d want to receive. If your brand is fair, offers good quality products or content and sticks by its principles, people will like it more.


Be present. Don’t just post one ad and then disappear for a month. Make a schedule of posts and stick to it. Always try to be ahead of the game and answer people’s requests as soon as possible.

Even if your brand is not successful right from the start, as time passes, you’ll be trusted more simply because you’ve been around for a long time.

Social Proof

This principle refers to people’s tendency to believe that something is true if a lot of others believe in it. For instance, if you say about a product that is “the one with the most sales” or “our most popular product” you don’t need to say it’s good, just that many people believe it is.


People will be attracted to you if you appear as a friend to them. As a brand, you need to make sure your ads reach the public suited for your products. Your tone of voice should be friendly and approachable, and you should adjust it according to your audience. They need to feel as if it’s a friend talking to them about the product you’re trying to marketize.


A good merchant knows his products. If you want to promote something, you need to come off as an expert in that field. You can prove your expertise either by diplomas and certifications, or even by writing informative posts that show you know what you’re talking about.


Don’t overdo it. If things are scarcer, they become more precious to others. This can reflect in product promotion for a limited amount of time or a newsletter that only contains the most relevant information, not just any random news.

6. Test, choose what fits you, and optimise

One of the best tools out there is the Facebook pixel, which helps you track site visitors. You install it on your website, and it will track conversions from Facebook ads, as well as help you see what customers are doing on your websites (how much they scroll, what they add to cart, their time on the page, their bounce rate) and if they return. It’s an essential tool if you want to really understand the impact of your ads.

This way, you’ll know which kind of ads perform best, which products do people want, and which are the things that make people spend more time on your websites.

7. Don’t forget about the budget

Just knowing the basics isn’t enough unfortunately, a good ad requires money. You need to use paid promotions, because once you have that great ad done, you need to get it out there and make it as visible as possible, so just counting on your organic reach will probably not be enough.

Also, you’ll need a professional team to make your ad campaign come to life. A good idea is lost if the people working on it aren’t well prepared and they don’t have the necessary experience.

Be prepared to invest your time and money for the long run, a successful business is sustained by constant ad campaigns, which is not just a one-time thing. Fortunately, if you do it well enough, the results will also make it worth your while.

8. Go from knowing to converting

Finally, you need to reach your goal. A fruitful campaign is one where the ad managed to get your audience to do what you wanted. This can be buying certain products, or even reading an article that you’ve been promoting. Set the objective, and then do everything in your power to make it happen.

The world of ad campaigns is big and ever-changing, but even so, the basics usually stay the same. Offer and invest in quality content, be mindful of the times and always think of new ways to surprise your public, be trustworthy, stick to your plan, listen to your customers, and the results will surely come!