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In-Depth Facebook Ads Checklist for Optimization This 2021

Do you want to reach more people to showcase your business? With the right know-how, you can easily run a Facebook ads campaign that can potentially reach millions of people.

As a data-driven and experienced PPC agency in the Philippines, let us show you the ropes on how to run and optimize your Facebook Ads for maximum results at a reasonable budget.

Why use Facebook ads?

Honestly, the more appropriate question is: why not Facebook?

Facebook has around 2.7-billion users, to date, and growing. At the very least, this social media network will allow you to reach a portion of its audience through ads and at a relatively more affordable rate than traditional media. 

The world of social media advertising is ripe with unlimited potential for start-up businesses to big brands and enterprises. You can also easily know your audience’s pulse in just a few clicks through social media listening. With millions of online users, discovering ways of using Facebook’s platform is something that can kickstart or boost your advertising campaign. 

Why run a Facebook Ads Campaign?

1. Facebook Ads are affordable.

As such, you can reach as many as 200 people for just USD5.00 (or approximately PhP243.20) a day. According to a cross-platform study, online ads cost significantly less than traditional media for every 1,000 users or impressions. That's already a lot of money saved from ads that you're not sure of with the results.

2. Facebook Ads are highly customizable to your liking.

You can use video, images, or links to create captivating ads to reel in your audience. Better yet, mix and match the types of ads to create more compelling content.

3. Facebook Ads have impeccable target capabilities.

Facebook's audience targeting capabilities are just impressive. They let you create a custom profile, based on your target audience’s age, gender, location, allowing you to reach the right people at the right time.

4. Facebook Ads lets you track results easily.

Running ads on the platform allows you to gather essential data on top of likes, shares, and comments. The information you get will help you create more effective campaigns in the future.

Facebook Ads Guidelines checklist for 2021

Are you getting excited to run your campaigns? You could approach digital marketing agencies, like Propelrr, to take care of things for you. Or, scan this comprehensive Facebook marketing checklist that will help you optimize your ads on the social media network.

  1. Set up Facebook Pixel to properly track your ads.
  2. Choose the right marketing objectives.
  3. Choose and properly segment audiences.
  4. Use Multiple Facebook Ad Formats.
  5. Optimize for placements and delivery.
  6. Bid and Budget Optimization.
  7. Creatively Design your ads.
  8. A/B Split Testing.
  9. Analyze your data.

Ready to start your campaign?

1. Set up Facebook Pixel to properly track your ads.

Set up Facebook Pixel to properly track your ads


Facebook Pixel is an analytics tool that helps you track site visitors. It’s installed on your website using a code. Access to the backend and some knowledge in coding is required to install it. Having this installed before you launch your ad campaign will help you monitor its performance from the get-go.

It helps provide important information which you can use to better target your ads. It’s important that your target audience sees your content, to help improve your Facebook ad conversion rate. With Pixel, optimizing conversions on Facebook, like purchases and sign-ups, will help you get closer to your business goals.

2. Choose the right marketing objectives.

Choose the right marketing objectives

What is the objective of running a Facebook ad campaign? Do you want to increase brand awareness, reach, or app downloads? Part of the Facebook ad process is to have a clear vision of your objective to attain success from your campaign.

With the right marketing objectives, you’ll know the best PPC campaign to use and how to drive your efforts towards your brand goals. As a marketer, you should have a clear vision of what you want to achieve in every campaign that you launch. This can also save you from spending too much money on ads that won’t help you reach your target.

A. Awareness – Would you like to generate interest in your product, service, or Facebook page? If so, awareness is the right objective for your campaign.

B. Brand awareness – Not to be confused with awareness, brand awareness is for advertisers who want to show ads to people who would most likely remember them. It’s a good option if you would like more people to know more about your brand or drive more traffic to your website.

C. Reach – This is the unique number of people who have seen your ad or content. Use this Facebook marketing objective if you have limited-time offers.

D. Consideration – Spark the curiosity of people and get them to start thinking about your business. The aim here is to get people to look for more information about you or the company.

E. App Store and Google Play store installs – Did you just launch your mobile app? Facebook app installs should be your objective if you want more people to use your new mobile app.

F. Video views – Did you know that more than 55 percent of Internet users today watch videos every day? Marketers also say that the return on investment (ROI) is 49 percent faster than non-video content. Choosing the video views objective is the best option when trying to capture a cold audience because of the highly engaging content.

G. Lead generation – How do you get people to give you their contact details? The lead generation objective will help you collect the data you need through an exchange of something that your audience might consider equally valuable.

H. Messages –One of the newest objectives is messages. Have your audience engage with you through the dedicated Messenger app or page. It can effectively be used to increase awareness about an upcoming event, sales pitches, and other goals.

I. Conversion – This objective is designed to deliver new leads and purchases. Campaigns using this objective are optimized to increase sales, sign-ups, purchases, and more on your website or Facebook page.

J. Catalog sales – Do you sell a lot of products or update your inventory? The objective catalog sales would be a perfect fit for your e-commerce business.

K. Store traffic – Want more people to drop by your physical store? Reach people near your business via a store traffic objective. It drives foot traffic to your business via Facebook ads.

3. Choose and properly segment audiences.

Whether you want to reach the right customers or you don't have an idea on how to target the right audience for your ads, the following techniques will teach you how to reach the right audience for your business:

A. High-level targeting using interests, demographics, location, behavior, and connections

High-level targeting using interests, demographics, location, behavior, and connections

Aside from that, you can customize your audience by demographics such as age, gender, language, and interest. Marketers can browse through hundreds of interests or by typing one; so that you can target people who are interested in a subject related to your brand or Facebook business.

In high-level targeting, Facebook allows you to choose the people who will see your ad, based on several factors. Marketers, like you, can opt to target people in specific locations, using country, state/region, counties, city, postal code, and more.

There’s also another level of location-based targeting. By default, it targets everyone in your selected location; but you can also customize it by targeting people who live in that location or those who were recently there. Another option would be the audience who are traveling to a specific location.

B. Look-alike audiences based on users who installed your app

Look-alike audiences based on users who installed your app

Not enough app downloads? If you’re looking for an effective Facebook PPC strategy to build your user base, Facebook Lookalike is your answer. It creates custom audiences, based on your existing customers--or, in this case, app users.

Simply register your app on Facebook. Then set up the software development kit (SDK) on the social media developer’s site to create your custom audience and start running mobile app engagement ads.

C. Custom audiences

Look-alike audiences based on users who installed your app

A custom audience is a list of existing or saved contacts. You can reuse data from your website, mobile app, engagement, or other offline activities to retarget past or present campaigns. Customizing your audience list will help you target the people you want your campaign to reach.

D. Site visitors

With the help of Facebook Pixel, you can build a custom audience using data about the people who visit your website. You’ll be able to run campaigns with these data to re-engage people who didn’t complete a purchase or for them to go back to your website. This is a good audience to target since they are already aware of your brand and may eventually want to reconsider purchasing.

E. Contact lists

You can upload or import data from your hashed list containing Facebook IDs, email addresses, and/or phone numbers. This kind of data can be gathered from events, sign-ups, promos, etc. Uploading this list will allow the social media giant to target specific people instead of a broad demographic.

F. App user

Is your mobile app’s user base growing? Why not use people to create a custom audience via the app? All you have to do is register your app on Facebook and set up the SDK. This will allow you to gather data from the people who use your app. With the help of Facebook Lookalike, you can expand your mobile following and install rate.

Choosing the right audience is important to a campaign's success. These techniques should be more than enough for you to be able to customize the right one for your ad campaigns.

4. Use Multiple Facebook Ad Formats.

The next item on your Facebook ads checklist for 2021 is being able to choose and use multiple ad formats for your campaigns. Below are different ways to create Facebook ads using different formats:

A. Photo ads
Did you know that photo-only ads drive more unique traffic than any other format? Photo ads remain to be a great format, especially when you want to increase awareness about a new product.

To make it more effective, make sure that the images you use are high-resolution. Show people using the product, with less text, and shot with a single focal point. Try to experiment.

B. Video ads

Video ads

Video ads are among the most effective formats that capture people’s attention. What's great is that you can do it with a smartphone, a creative app, and a great idea; and you’re off with a video ad that can generate awareness and sales.

Great ideas in social media video production will help your brand get noticed by your audience without you having to spend too much. Just make sure that your content is something that is properly curated, to help boost awareness and sales.

C. Story ads

Story ads

Want to learn how to post fun ads on Facebook fast? A not-so-secret secret is that more than 300 million people use Stories every day.

Who doesn't love stories? It’s a quick way to connect with your audience. And, now, you can use it to create photo or video ads. In fact, 62% of users said that they became more interested in a brand/product after seeing it in a story.

D. Messenger ads

Another way to bring your ads to your audience is through the Messenger app. No, this doesn’t mean direct messaging to random people. Rather, it's an ad placement located within the Messenger app in the chat tab.

Why should you use this? Because there are 1.3 billion active users on Messenger for you to potentially reach.

E. Carousel

A carousel ad is a format that allows marketers to showcase up to 10 unique images or videos in a single ad. More importantly, each slide can have its own individual link. This is perfect for businesses that need to highlight several products, services, or destinations.

F. Slideshow

Want your video ads to load faster? Slideshow ads are video-like ads that use motion, sound, and text. These are best used when you need to reach people with slower Internet connections while still managing to create an immersive experience for them.

G. Canvas Ads

This is an ad format that lets your audience go from browsing to potentially purchasing your product in an immersive way. Each collection is composed of a video ad and four images. Each tap or click will take the user to fast-loading visuals without leaving Facebook.

If you plan to run Facebook Ads for your business, knowing the right format to use will spell the difference between making the most out of your resources and throwing them away. Choose from these ad formats wisely.

5. Optimize for placements and delivery.

How do you want your audience to see your Facebook ads? Do you want your audience to see them in their newsfeed, Messenger, mobile, or desktop platforms? What time of the day is the most effective? Optimization is an important aspect of your Facebook marketing checklist.

A. Optimizing ad delivery

Optimizing ad delivery

One way to tell it what you want out of your campaign is by optimizing your ad delivery. You have four options to choose from: conversions, link clicks, impressions, and daily unique reach. You can optimize your ad during its set-up phase.

B. Ad scheduling

Most marketers know that they can schedule when to run an ad and until when. Experienced marketers with advanced knowledge of ad scheduling would also know how to optimize ads. In the Facebook ads manager, you can set a specific time and date to run a campaign, depending on what hours of the day it would perform the best.

  • Standard and accelerated delivery
Standard and accelerated delivery

Do you want to get results quickly? Standard delivery will run your Facebook ads using the schedule you specify. On the other hand, accelerated delivery will quickly use up your ad funds but show quicker results.

  • Automatic placements
Automatic placements

If you want to display your Facebook ads in the best possible place, automatic placements can show your ads in areas where they will perform the best. This will work on Facebook and other social platforms such as Instagram.

6. Bid and budget optimization.

Bid and budget optimization

How does Facebook spend your budget? They have auction options that cover bidding, placing bids, and setting budget limits. If you’re thinking of how to create a Facebook ad campaign, these tips should always be included in your strategy, especially if you want to run optimized ads for the best possible results.

Each campaign has a specific objective. Per ad campaign, there will be different ad sets that you can set a budget and schedules for. In each ad set, there can be multiple ads that can be composed of images, texts, or videos which also have specific targeting and budget. Instead of setting it manually, Facebook will optimize your campaign budget and allocate where your ad performs the best.

7. Creatively Design your ads

Designing an ad is more than just posting a beautiful picture or a captivating video. Below are some technical guidelines you should be aware of:

A. Text overlay

Creatively Design your ads

This is a text that exists in your image or creative. However, did you know that the amount of text that you use in your images matter, in terms of performance? It should never take up more than 20%of the image, or else it will not perform well.

B. Other technical specifications

Text description, image copy, visuals, headline, and call-to-action (CTA) are your other technical specifications. The recommended character length for text descriptions is 125; 25 for the image copy (a.k.a. headline); and 30 for link description.

As for the visuals, images can be in .jpeg or .png formats with a ratio of 1.91:1 to 4:5. It is also recommended to upload the highest resolution possible for the best results.

These parameters will help you make the most out of the image ads you create for your campaign and, hopefully, yield the best results for you.

8. A/B Split Testing.

A/B Split Testing

How would you know when a Facebook pay-per-click campaign is working or not?

You may have the data for a certain ad, but how do you know that the ad itself was a success? One way to find out is by comparing it to a similar ad using different variables. This method of testing is called A/B Testing or Split Testing. If you're unfamiliar with how it works, best to read up on our A/B Testing Guide to fill you in.

But for those familiar, here are some of the variables we can test out on your Facebook ad:

A. Creative

Use creative split-testing if you want to know which image, video, copy, or format delivers optimal results for your ad objective. You may also use this feature to test audiences, placements, and bid optimizations.

B. Budget

For A/B split testing to work, marketers need to have sufficient data to produce results from the Facebook pay-per-click (PPC) cost. Facebook has a mandatory minimum budget set to help you get started if you have no idea how much to start with. This will be divided among the ad sets you input, which can be done evenly or not.

C. Format

What format works best for your ad? Facebook allows marketers to use multiple ad formats to help them discover which the most effective types are. Doing so will enable them to come up with better strategies in the future.

D. Placements

Where should you place your Facebook ads? Position tests will help you find the best place to showcase your ad. Facebook’s A/B split testing tool allows you to test multiple simulations without audience overlaps, for unique and confident results.

E. Audiences

Which of your custom audience sets can deliver the best results for your campaigns? Facebook’s A/B split testing tool can divide your audience into random, non-overlapping groups. This will help you find out the most responsive set from the coldest ones; so you can create a strategy to guide the former into the sales process.

A/B split testing is an important aspect of Facebook PPC marketing. It helps marketers find out the best variables, to get the best out of their campaigns and achieve better ROI.

9. Analyze your data

How do you break down the data you get from your ads? There are plenty of key performance indicators (KPIs) that you can set, as you strategize your campaign. which you can see in several social media marketing tools on Facebook such as Page Insights and Ad Manager.

The most important KPIs are as follows:

  • Total conversion rates (lead generation, sales, website traffic);
  • Frequency;
  • Return on ad spend;
  • Cost-per-click;
  • Click-through rate; and
  • Cost-per-action.

The data you collect from these will help you get a clear idea of how your ad performed.

Additionally, using predictive analytics can play an important role in breaking down data. Analytics uses many techniques from data mining, statistics, modeling, machine learning, and artificial intelligence to crunch data. With the numbers it obtains, it can predict possible outcomes from your ad campaigns.

Key Takeaways

Creating ad campaigns on Facebook is more than just having a budget and clicking on the boost button. The following key takeaways from this comprehensive list of Facebook ads guidelines will help you optimize your ads and make the most out of your campaigns:

  1. Preparation is important in Facebook PPC management. Make sure to choose the right objectives; so you can create the proper digital marketing strategy.
  2. Use the right ad format that matches your objectives to achieve optimum results. Don’t forget to abide by the ad guidelines and technical specifications for ad creation.
  3. Test things out through A/B split testing, then check your data. The numbers will tell you which of your campaigns are working.

With this 2021 Facebook ads optimization checklist, new and long-time digital marketers don’t have to waste resources aimlessly, anymore. Using this checklist should enable you to create solid strategies that yield better results.

If you need more help or more information, connect with us through Facebook, Twitter, or LinkedIn.


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