By Sophie Watson

Optimisation isthe action of making the best or most effective use of a situation or resource’ and since Facebook is becoming a highly competitive marketing space, you now need to do all you can to make the most out of your campaigns through this very process! This blog will walk you through a few key areas of a campaign which are perfect places for optimisation…

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A good place to start with optimisation is by looking at your targeting, as this can have a big impact on how well your ads are received and delivered.

  • Is your targeting too broad? If you’re targeting a wide range of people in one audience, although this will provide you with a large reach, this may cause you to show ads to people who are not relevant and to those who may ignore your ads. This is likely to increase your costs and reduce your campaigns' performance. To optimise this issue, you need to narrow your targeting.

Example : you could add an ‘and’ audience to your targeting selection, meaning the people you are targeting would have to match two criteria for them to be shown your ad.

  • Is your targeting too narrow? Being too specific with your targeting may also cause you issues. If your ad is only targeting a very specific audience, it can create problems with higher frequency and costs, as your audience can be quickly exhausted due to its small size. Consequently, if a narrow audience is not getting the amount of results you want, it may be worth expanding the audience size.

Example: You could create a bigger audience by changing your interest-based targeting from a very specific interest to a wider interest. For example, rather than targeting just Bikram Yoga you could try targeting lots of types of Yoga.

  • You can also optimise your targeting through using Facebook’s audience insights. This tool allows you to see demographics and other details about people engaging with your adverts, which you can then use to build new audiences.

Example: If you find that most of your page viewers are aged 25-35 and located in the south of England you can adjust your targeting so that you focus on reaching users of this age in this location.

Facebook ads manager screenshot

Using an 'and' targeting filter

High performing ad sets

Just because something is doing well doesn’t mean you should just ignore it! When an audience is doing well, this provides a great opportunity to expand on its successes. Some examples are listed below:

  • If a custom audience is performing well, you could expand on this success by creating a lookalike off the back of this audience. The lookalike will be made up of people similar to those in your custom audience but who haven’t engaged with your brand before. Consequently, this can help to expand the reach of a campaign with new customers.
  • If a lookalike is performing well, you could try testing different percentage lookalikes of the same audience. E.g. if using a 1-3% lookalike, introduce a 1% lookalike and 3-5% lookalike. This can narrow or expand the targeting, changing people you reach.


Facebook recommends not switching off any placements and instead letting its algorithm decide to allocate spend where it sees best across its family of apps. So, although it may seem wise to prevent Facebook serving ads to placements that are more expensive, this will limit its available inventory, and ultimately inflate your CPA as a result. To maximise the inventory available, you need to ensure you choose automatic placements in your ad set.

  • Facebook argue here that this is the best option as it will allow Facebook to choose results from the widest range of placements possible and therefore it optimises the campaign for you! What more could you want?!
Facebook ads manger placements

Facebook placement options


Ad Format:

  • An easy test to conduct which helps optimisation is to trial different ad formats to understand what your audience responds best to in terms of your KPI.

For example: if the business goal was to have a higher ROAS, whilst carousels might drive higher engagement, you may find videos actually achieve you a higher ROAS and therefore ultimately, they should be used. 


  • Making copy changes can also be a quick and effective way to optimise. Trialling different ways of delivering your message may improve performance and improve how engaged your audience is to your ads.

For example: it may be worth trialling using relaxed language over more formal language.


  • The creative image/video is the main thing which the consumer will see and therefore can impact the campaign's performance dramatically. This means it’s vital to work out what works best for your campaign.
  • Ways to optimise creative vary, but it is worth looking at things such as different style images, different length videos and different colour themes.

This blog gives you a little insight into the type of optimisation available on Facebook. However, there are plenty of other ways to make the most out of your Facebook ad campaigns; the choice is yours!

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