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Annie Everill

Marketing Executive

Jamie Gentile-Clarke

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Matt Cooke

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Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

With all the privacy and algorithm updates, Facebook ads are still one of the most effective channels to reach potential high-value customers and drive sales for your business. Facebook is one of the largest social media platforms, with over 2.98 billion active users, ranging from standard users to business accounts.

Running a successful ad campaign on Facebook takes more than just creating an ad and pushing it live. To 

 it's important to understand how to optimise each ad campaign and carry out relevant research to meet customer and market demands.

Like any marketing campaign or strategy, you need to have specific goals in place to ensure you have something to work to and analyse. You may want to ask yourself questions such as are you looking to increase brand awareness, generate leads, or drive conversions?

Facebook allows you to select an objective that aligns with your business needs. Choosing the right objective will help optimise the ad delivery accordingly. This also relates to setting clear KPIs, such as increasing website traffic by 20% or reducing cost-per-acquisition (CPA) by a specific amount.

Facebook offers highly granular targeting options, allowing you to filter by location, age, gender, interests, and behaviours. For example, if you’re selling fitness products, you can target people interested in fitness, health, and related activities. This means that you are targeting specific people who are genuinely interested in your goods or services. There is also the feature ‘exclude’ to avoid showing ads to audiences who are unlikely to convert, preventing wasted ad spend.

Retarget people who have already interacted with your business—such as website visitors, past customers, or people who have engaged with your Facebook page or app. By approaching these existing customers, you are engaging with those who trust your brand and it’s a simpler, more straightforward sale, especially if they are happy with your service and quality. Likewise, Facebook can create audiences similar to your best customers. These are people who share characteristics with your existing audience, making them more likely to engage with your brand.

Monitor performance and adapt your strategies

 or social ads, there are always key performances that you need to monitor and assess. Key metrics to watch include CTR (click-through rate), CPC (cost per click), CPA (cost per acquisition), and ROAS (return on ad spend). If an ad has a low CTR or high CPA, you then know to pause it and consider testing new creatives or adjusting targeting.

You should also work on optimising and targeting the highest-performing times. You will want to find out and analyse when your audience is most active and adjust your ad schedule to capitalise on those periods.

One of the main benefits of Facebook ads is the creativity it allows you to have, from the content to the copy and creative tools. Here are the key ways in which you can get creative with your Facebook ads:

As most Facebook users access the platform on mobile devices, it’s absolutely essential that your ads fit mobile screens and have been optimised for mobile users. This can be done through the use of vertical or square videos and images that are optimised for small screens.

It’s also important that mobile users receive fast-loading landing pages. Facebook favours ads with faster-loading pages, which can also reduce bounce rates.

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Optimising your Facebook Ads