Campaign Optimization

Use this guide to learn more about some of the levers

that you can pull and adjust in order to optimize your
campaign and reach your business objective.

1 A B
Campaign Select a campaign objective Be sure to optimize towards
Setup that aligns with the results that specific result: select your
you are looking to drive for optimization option and define
your business your bid (Auto or Manual)

T IP
Ask yourself this question –
If your goal is to drive purchases
What does success look like?
at a cost of $60 maximum per
purchase, choose “Conversion” as
your optimization for ad delivery
and place a manual bid of $60

For Example
If your goal is to drive purchases,
choose “Conversion” and select
“Purchase” as a conversion event

2
Identify and optimize your target audience with Facebook targeting tools
Targeting
Use Audience Insights to learn more about the people who engage with your business

Custom Audiences Lookalike Audiences Interests & Behaviors

Reach your existing Reach new people who are Define a new audience by
customers (CRM / likely to take your desired including/excluding specific
Customer List) or people action because they are demographics, interests and
who have engaged with your similar to your existing behaviors. Learn more
business (Website, customers. Learn more
Engagement)

T IPS
If you’re looking to achieve Reach or Brand
Awareness, your audience should be broad (to reach
the maximum people possible). If you’re looking for a
specific conversion result, your audience should be
more targeted
Look out for overlapping audiences, as they
can result in poor delivery of your ad sets. Use
the exclusion tool or refine your targeting if
necessary

Best Practice Best Practice Best Practice

Segment your audience in targeted Be sure to create a Lookalike Segment your audience by
categories (i.e.: a sub-category for Audience from your best / highest demographic / specific interest to
top spending customers, another intent customers. Your Lookalike refine your messaging
for visitors who added a specific Audience will only be as good as
item to cart). The more granular the seed audience it’s build off of
your segmentation, the more
targeted your message can be.
However - be sure to keep a
reasonably sized audience to
ensure delivery
Break down your audience in
age groups and/or target
Target people who are similar people within a certain
to your top spending income bracket
customers (vs. people who
are similar to your product
Retarget website visitors who
page visitors)
added to cart for $150 or
more but didn’t proceed to
check out

3 Create multiple ad variations for the same audience to test formats & messaging
Creative

Best Practices
Test out multiple creatives: If your ad set only has Include engaging and immersive formats in your
1 or 2 variations, include additional creatives and creative mix, such as videos, slide shows, canvas
optimize towards the most performing one or Instagram Stories

TIP
Run an A/B test and retarget people who have Explore our ad formats, create
abandoned their $150+ cart with a) a special offer mock ups, and get inspired from
(i.e.: free overnight shipping) or b) a 10-second what other business are doing
video featuring customers’ testimonials using the Creative Hub

More Info Campaign Setup decision tree Bidding Strategy decision tree Under Delivery decision tree