By Owen Fay . Posted on December 5, 2022

Are you planning to optimize your Facebook ads but need help figuring out how you can get started?

Facebook ads can be a great asset to have in your marketing arsenal. But if they are not set up correctly, these ads can also be costly. This is because Facebook ads are highly competitive. You’re competing with companies that have bigger budgets and teams dedicated to running, tracking, and adjusting campaigns.

So, how do you optimize ads without wasting your time, energy, and resources? This is precisely what we’re covering today. Here are some practical ways how to optimize your Facebook Ads and boost your conversions:

1. Set the right goals and objectives

One of the first steps in creating Facebook ads is setting your goal. Ask yourself the most important objectives you want to achieve in running a Facebook ad campaign. This could be traffic, awareness, clicks, or even sales. You also must ensure that your objectives are correct and aligned with your business goals. Ideally, we suggest you focus on one goal at a time. Over time, your priorities will change depending on the needs of your business.

Make sure you consistently monitor your goals and if your ads are achieving the metrics your business needs to be successful. Change or adjust your goals depending on performance or strategy.

2. Define your target audience

One of your primary objectives is to make sure the right users are seeing and interacting with your ads. Every one of your campaigns has a primary objective, and you need to specify every audience segment you want to target to align with your advertising strategy. It’s a great idea to spend a significant amount of time customizing your audience for every campaign.

3. Find your top ad placements

Facebook puts ads where they’ll likely generate more leads. This allows your ads to be placed on your Instagram stories, Facebook feeds, and audience network. It’s also worth noting that ads appear differently on every device or platform. Make sure that you keep these placements in mind before designing them. This is where knowing the user interface in detail comes in.

4. Use compelling images and copy

Every eCommerce seller knows high-quality visuals and excellent ad copy are essential for product pages. This is true for Facebook ads too, only the best headlines, body copy, and creative will lead to better performance. Make sure to optimize your ad design before going live, this will help you avoid rework or ads that don’t get results.

Ideally, your image or video is the first thing people will see in their news feed. Thus, your images and copy should be high quality so that it complies with the image specifications of Facebook. If you don’t have enough budget to work with a designer, use tools like Canva to create excellent creative for your ads.

Additionally, testing your ad design before launch is a great way to ensure your audience will engage with your ads. Poll the People ad testing allows you to compare various designs with a user panel that represents your target users or validate a single design before going live. The platform gives you actional feedback in a matter of minutes, not days without blowing your budget.

Our automatic response rejection takes out the poor responses so they don’t appear in your results giving you only the best feedback on your test. On other platforms, you will get about 80% ok responses. These platforms will still include the other 20% of bad responses in your results giving you results that aren’t valuable. On our platform, you get 95-100% of the responses you need because we reject the 20% of bad responses before you ever see them.

FB ad design testing

5. Include a direct call-to-action

Conversions are about motivating actions, and a solid call to action is vital. Verbs like discover, find, and explore are excellent if your goal is to have users visit a product page and learn more about your company.

If your goal is to drive purchases and subscriptions, you can use direct phrases such as “buy now,” and “sign up.” No matter what your goal is, having a clear CTA is a big part of an effective Facebook ad. It’s important to take time to consider the best call-to-action for your goals.

6. Pick the right ad format

Depending on your campaign goals, particular ad formats may better serve your needs than others. Check out our guide on how to create Meta ads in 2022 for more information on the most effective ad formats.

Here are a couple of things that you need to consider when it comes to choosing the proper format:

  • Carousel or collection ads are great if you have various products and features to highlight.
  • Facebook offers ads, and Facebook stories let you showcase exclusive discounts and deals that you can eventually use as purchase incentives. When someone clicks the ad, Facebook will send notifications to redeem.
  • Facebook Canvas ads are ideal for experiences and visuals with high impact that work well with a full screen.

7. Transform engaging posts into ads

You may see Facebook ads that generate plenty of likes and shares, and you think you’ll never be on par with these more prominent companies. However, you’ll also be surprised to learn that many of these ads didn’t gain all these likes and shares at once.

Instead, this is usually a sign that the business is only utilizing a popular organic post in the form of ads. You can do this as well by boosting your existing content. Then, you can pick your most popular posts and consistently expand your reach. Over time, you’ll be able to generate more likes, comments, and shares that can serve as free social proof to new viewers.

8. Optimize your landing page

When optimizing ads, it’s relatively easy to focus on creative elements and placements that your audience often sees on Facebook. However, it’s also essential to remember that what happens when prospects click on your ads dramatically impacts the results.

Have you noticed that some of your ads can generate a lot of link clicks but fewer conversions? If your ads bring prospects to your site, then an excellent landing page is vital for your campaign to succeed. You need to match the landing page to the content of your ads and give users more information on how to benefit from your products or services. Take a look at our blog 5 ways to improve your landing pages.

9. Test Your Ads

FB ad test

If you’re unsure about the most effective ads for your business, Poll the People Ad testing can help you with that. Testing allows you to find headlines, texts, formats, call-to-actions, etc., that will work wonders for your campaign. You can either compare ad designs or one element of the ad in an A/B format or validate a design before going live in an open-ended test. You can turn actionable insights into better experiences by testing with real users.

A/B testing is done to keep the following things in check:

  • Creative themes include user-generated content, social proof, testimonials, and photography.
  • Some formats that you can use include images, videos, carousels, and collections.
  • Poll the People also allows you to test your copy. The platform lets you test headlines and full copy in a matter of minutes. Testing helps you make data-driven decisions which are better than blank assumptions.

Testing with Poll the People is faster and less expensive than live A/B testing, this lets you get the data you need without spending days and hundreds of dollars finding the right ad.


Although Facebook ads have been increasingly popular among online business communities, it’s also become a highly competitive space.

So, it can be challenging to get things right if you have a robust strategy in place. Use these tips to spice up your Facebook ads campaign, and you’ll be surprised how effectively they boost your conversions and ROI.  Once you are ready to find the perfect ad design for your campaigns, sign up for Poll the People and launch your test in minutes.

Owen Fay

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