How to Do Facebook Ads Optimization in 2022

Are You Doing Facebook Ads Optimization?

If you don’t optimize your ads, you’re wasting money and losing the performance of your Facebook ads. 

Let me show you how to optimize. There are some hacks to speed up the placement of ads you’ve never heard of.

Today, we’re bringing you Facebook ads optimization, updated for 2022.

Advertising optimization is an important part of a healthy and successful advertising campaign on Facebook. It’s an essential skill. Let’s share tips for optimizing Facebook ads in 2022 and how to implement them. 

In today’s post, we’ll cover the following: 

Target (and method) to optimize
From the beginning, some Facebooks do “hacks” (or lesser-known tactics) to boost ads. 

But be careful! 

Don’t focus too much on optimization as you over-edit these ads. If you make changes to the campaign, Facebook will take 24-48 hours to adapt to the changes and resume normal delivery.

Sometimes it`ll cause you to stay in the learning phase even longer.

So you need to let the ads sit, and not make any major changes or draw any conclusions for a few days after edits.

Facebook Ads Optimization: What To Optimize For

1. Optimize Ad Schedule (time of day and day of the week)

Check to see which days of the week and what time of day works best for your ads. Every business has peak and off-peak hours.

You want to find out which days and hours get the most conversions for the lowest CPA.

  1. Go to Facebook Ads Manager.
  2. Click on Reports.
  3. Use the breakdown menu to break down your campaign by day.
  4. You can use data from multiple campaigns to find the best time for your ads.

Set your campaigns a custom schedule: 

  1. Go to Ads Manager.
  2. Select Ad Sets.
  3. Click to check the box next to the ad set you want to edit.
  4. Select Edit.
  5. Make changes to your schedule in the Budget & Schedule section. You can:
    • Choose a specific date to have your ad start or stop.
    • Schedule your ad to run on specific days of the week.
    • Extend the date of an ad that has already completed its run if you want to keep running it.
  1. Select Publish to publish your changes immediately, or select Close to save the changes to publish later.

Note that these changes will reset your ads to the Learning Phase.

So you may want to save these to make other major optimizations like audience targeting, creatives, etc. 

2. How to optimize creative combinations (avoid ad fatigue and get lower CPA)

Your ad creative is what people are going to be looking at, reading, and interacting with.

The behind-the-scenes setup things like targeting and placements aren’t visible to your customer. This is all they see. 

That’s why you need to show the best ad possible for each person.

But how can you do that when you’re making one ad with one graphic or video at a time? You don’t.

You let someone (or something) else do the work for you. 

Use Dynamic Ads

Dynamic ads are the way to go to skip the agony of A/B testing creative, and waiting weeks and weeks for results.

We like the option a lot for small business owners or digital marketers who don’t have a ton of time.

When you use dynamic ads, you’re creating a template with your catalog, so that Facebook can make a bunch of different versions of your ad.

Facebook uses machine learning to put together customized ads for each viewer.

How to Set-up Dynamic Ads

Now that you understand how to do Facebook ads optimization and what we look for first…

…we want to share some of our tips for accelerating the launch of your ads and give them a bit of a head-start. 

To create your dynamic ad:

  1. Go to Ads Manager.
  2. Select + Create.
  3. Create your campaign. Choose Catalog Sales, App Installs, Lead Generation, Conversions, Traffic, or Messages as your objective.
  4. Depending on your campaign objective, you will select your catalog at the campaign, ad set, or ad level.
    • Catalog Sales: Choose your catalog at the campaign level.
    • App Installs or Lead Generation: Choose your catalog when you create your ad set.
    • Conversions, Traffic, or Messages: Choose your catalog when creating an ad. Dynamic audience options are not available for these objectives.
  1. Finish creating your dynamic ad according to your campaign objective. The steps will be slightly different depending on your selection.

If you want to see the full video tutorial for these steps, then be sure to watch the video at the top of this post.

Here’s an extra tip for you:

If you use dynamic ads and retargeting audiences, and you see a sustained decrease in performance, try testing your ad against a broad audience.

It might make all the difference. 

3. Optimize Ad Placement (so you stop wasting money)

The next one on our list of Facebook ads optimization tips is to optimize where your ad will be shown.

Cost per click can vary over 550% depending on ad placements, so this is something you need to pay close attention to.

This can have a major impact on your cost per result and Ad Ranking Metrics. 

You can find that here: 

  1. Go to Ads Manager.
  2. Use the breakdown menu to show Placements.
  3. Identify your top-performing placements. 

Here’s what you’ll do with that information: 

a. Increase your bids on the top-performing ad placements.

Check your bid for ads across placements. You can find that information here, use the bidding and optimization reporting preset:

  1. Go to Ads Manager.
  2. Click the Columns dropdown.
  3. Select Bidding and Optimization.

b. Remove very poorly performing placements.

  1. Go to Ads Manager and navigate to the ad you’re editing.
  2. Click Edit.
  3. You’ll be dropped in the ad, but you can navigate using the left sidebar here. You’ll adjust placement at the Ad Set Level.
  4. Click on the Ad Set, organized a step above. 
  5. Scroll down and click the checkbox to remove placements from your ad. 
  6. Click Publish to publish the changes. 

Keep in mind that a significant change like this will reset your ad to the learning phase, and you’ll need to wait 24-48 hours for the ad to reset. 

4. Use A/B Testing to more quickly find the best settings and creatives for your ad.

As a small business owner or digital marketer, one of the most important things you need to do (as part of your Facebook ads optimization)…

…is figuring out what works and what doesn’t.

And you need to do so as quickly (and affordably) as possible. 

We recently published a post on Facebook ad testing, so we recommend you go check that out after you get our head-start hacks that we’re sharing next. 

Try These Facebook Ads Optimization Tips!

We hope you’ve found these hacks helpful. What other hacks have you tried lately that worked well for you?

If you want more results from your Facebook ads, then work with our Facebook advertising services today.

Get in touch with us to schedule a free meeting.