Top 10 Things You  Must-Know  About Facebook Ads --nidm
                     Top 10 Things You  Must-Know  
About Facebook Ads 
It’s no secret that paid social skills are drastically on the rise. Social 
advertising spend continues to rise, with social media ad revenue 
following suit.
Facebook (including Instagram) unsurprisingly comprises a big piece 
of this pie, with the average small business spending between $1k 
and $2k/month on the social giant.
This post will arm you with 10 important tips & features to ensure
you’re getting the most out of this channel.
1. Facebook Lead Ads
One of the most recent campaign types added by Facebook is Lead 
Ads. This campaign type allows advertisers to collect lead data 
without a landing page and directly through a form without leaving 
Facebook. Some early advertisers found Lead Ads to result in a 4x 
reduction to their CPL (according to Facebook).
2. Reporting, Reporting, Reporting
Some of the biggest wins are always found within the reporting 
section. One of the most important parts of reporting is the 
‘Breakdown’ section.
● Are your mobile placements converting?
● What age group has the strongest CPA?
● What regions aren’t converting?
● What gender is responding to your adverts?
These are all important questions that can be answered under 
the ‘Breakdown’ drop-down.
In this example, the Instagram placement converted is nearly 500% 
better than mobile news feed placement, at a fraction of the CPA. 
Knowing this, we’d shift more spend to Instagram and remove budget 
from the mobile news feed placement to maximize performance at our
budget (if there’s volume available)
3. Attribution models
It’s important to understand Facebook’s attribution models, where to 
change the view and what makes sense for your conversion goal. 
These are the ‘rules’ for how each conversion is counted, in regards to
the timeframe after an interaction with your advert and the method of 
the interaction (click or view).
This is important to take note of so you have a clear understanding of 
the value of your conversions and how they compare to the other 
networks you may be running.
Within ‘Manage adverts’, the option to change the attribution model 
can be found under ‘Columns’ > ‘Customize Columns…’ > ‘Change 
Attribution Window’.
4. Test Instagram
For many years, Instagram placements have been made public in 30+
countries within the Facebook Ads Dashboard. Getting started with 
this is as simple as connecting an Instagram account and choosing 
the Instagram placement.
Break out some test budget and see how this placement compares.
5. Lookalike audiences
I’ve found lookalike audiences to be one of the most effective targeting
methods on paid social.
A lookalike audience is a targeting criterion where Facebook 
generates an audience of users similar to your current customers or 
audience.
This audience can be based off an email list, segments of your 
Facebook Pixel or any conversion goals you have set up. Facebook 
matches these users with Facebook profiles then finds similarities in 
demographics, interests, behaviors, etc. Lastly, Facebook uses these 
findings to generate a list of similar Facebook users which you can 
target in your campaigns.
6. Keep an eye on Facebook’s location options
An often overlooked targeting criterion is Facebook’s more granular 
location targeting options. It’s important to keep this in mind while 
creating your campaigns and use the targeting option that makes the 
most sense for your business.
Are you trying to target people living in a specific city, or all people 
within this city? These are two very different targets.
Take, for example, a local service business operating only in 
downtown SF. You wouldn’t want to be targeting people visiting for the
weekend, or commuting in for work.
7. Speak to your audience
With Facebook’s granular targeting methods, in most cases, you know
who you’re speaking to (at least the interest, behaviors, etc. that 
define your audience).
Use this knowledge to tie copy and creative closely with each specific 
audience you’re targeting.
Targeting a recent homebuyer? How about something like “Your new 
home would be complete with [Brand Name’s] contemporary/ modern 
furniture line”.
8. Remarketing
All digital marketers know the importance of remarketing, so don’t 
level this out of your Facebook Ads strategy be left out.Make sure to 
take advantage of Facebook’s audience segmentation options, where 
you can include/exclude specific pages & domains, as well as choose 
the remarketing window length.
Tip: Did you know Facebook now offers Dynamic Remarketing? This 
feature allows advertisers to remarket specific products to users 
who’ve previously viewed or added them to their cart. The creative 
and copy of your ads will dynamically change based on what products 
your visitors have viewed.
9. Test multiple creatives and copy
Always test many creative and copy variants to see which ones 
resonate best with your audience. Facebook will optimize ad serving 
based on performance and your conversion goal.
An interesting and relatively new creative type I recommend testing is 
the ‘Carousel’, which allows you to fit multiple images and links into a 
single creative.
This creative type has been found to reduce your CPA by about 30-
50% & decrease your CPC by 20-30% (according to Facebook).
Use this creative type to:
● Showcase multiple products
● Highlight multiple features
● Create a larger canvas
● Outline benefits
● Tell your brand’s story
Tip: Don’t forget to run a statistical significance test to see if the 
improvement you’re seeing is indeed valid and not just by chance.
10. Breakout campaigns by placement
The different placements offered by Facebook perform very differently.
It’s important to keep an eye on their performance and where your 
spend is being directed (details of how to do this are found in #2 
above)
When optimizing for clicks, I find most of your budget will get pushed 
to mobile or audience network (since these have the most effective 
CPC), however, these placements may typically not have the best 
overall performance.
In most cases, I find it makes sense to break out your campaigns by 
placement (or at least mobile vs. desktop). This is especially true if 
you’re setting manual bids, or if your campaign is set to optimize for 
clicks.
Conclusion
I hope you find these Facebook Advertising tips & features useful. If 
you have any questions or additional tips/features that you think merit 
discussion, let us know in the comments section