13 Facebook Ads Checklist : How to optimize Facebook ads

For the year ahead, you can maximize results using this Facebook (now officially rebranded as Meta) advertising checklist.

Why should businesses use Facebook ads?

With 2.91 billion monthly active users, Facebook’s user base has increased by 6.2% since 2021. And since Facebook bought Instagram and renamed it Meta, 77% of Internet users are on one of these networks.

Because of its enormous user base, Meta Ads is a go-to platform whether you’re marketing for a multinational or a small-to-medium sized business (SME). When you’re advertising on a platform with millions of users active at once, how could you possibly miss your target?

Do you know how many Potential Audience are available in Facebook and Instagram?

Data Source

Before heading to the checklist you should be familiar with some basic advertising policies so that you can run a compliant ad on Facebook or Meta.

Website:

Let’s say you are running a Facebook ad or (meta ad) and you have linked your website in the ad. Make sure you have checked the following points.

● It is working properly.
● It doesn’t have any content that is sexually explicit, shocking, deceptive, or annoying (like pop-up adverts).
● The amount of adverts is not excessive in comparison to the information on the website.
● It’s easily accessible and relevant to your advertisement.

Ad content

Do’s

• Make sure you follow Facebook’s Community Standards and Advertising Policies.
• Represent your business, your product, your service, or the marketed brand truthfully.
• Observe all relevant laws and advertising regulations.

Don’t

• Don’t include misspelt or poorly punctuated words.
• Content that contains sexual content, nudity, or hints of sexual activity is not acceptable.
• Indicating or referencing a user’s race, ethnicity, religion, beliefs, or sexual orientation.
• Do not promote Discrimination.
• Any practice or product that promotes misleading or deceptive information.
• Graphics that represent functionality that doesn’t exist (such as a “play” button that doesn’t really play content).
• Make statements that could be misconstrued or create false expectations.
• Add low-quality material (e.g. using sensationalized or exaggerated language or withholding key information to entice someone to click on the ad).

A list of prohibited products in advertisements

• Sale or use of adult products/ Services
• Tobacco
• Unsafe supplements
• Prescription Drugs
• Recreational drugs or illegal drugs
• Sale or use of weapons, ammunition, weapon modification accessories or explosives.

Note: If you’re marketing contraception, make sure you don’t emphasize sexual improvement or pleasure, and only target people aged 18 and over.

Now let’s Start Our Facebook ad checklist

1. What is your goal for this campaign?

• Engagement
• Video Views
• Conversion
• Traffic
• Brand Awareness

The outcome of your campaign is determined by your goal. Your objectives should align with a suitable Facebook campaign objective. If increasing website traffic is your primary objective, then you must choose traffic and not engagement.

2. Is Facebook Pixel Working?

You must track your advertising to fully utilise Facebook’s targeting options. Installing Facebook Pixel is necessary if you are driving traffic to your website from sources other than Facebook so that Facebook can monitor website visitors and other activity.

3. Is Event Pixel / Custom Conversion Working?

Installing Facebook event tracking codes is required if you want to monitor conversions on your website.Using Custom conversion, you can track important events like Purchase, Leads and other important events or actions that you want to track.

4. Are you Targeting Cold Audience or Warm Audience?

Cold audience is a group of people who do not know anything about you or your products and services. You can even call them strangers. An audience that has interacted with you in the past is referred to as a warm crowd.

5. If you are targeting Cold Audience – Is Audience Research Done?

If you want to reach a cold audience, you must first conduct audience research. Always conduct audience research before beginning to create your advertisement.

6. If you are targeting Warm Audience – Is your Custom Audience ready?

If you want to reach an engaged audience, be sure to set up your source audience using the Facebook pixel or a custom audience created based on video views or other user behavior.

7. At Least 3 Ad Copies Written for Each AdSet?

It’s crucial to test many sales approaches to determine which ones are most effective for your product or service. Make sure you’ve written at least three advertisements.

8. Best Image practice

● Select an image for your Facebook advertisement that is specifically related to your product or service.
● Make your Facebook ad image stand out and be bright so it will be noticeable even at a tiny size.
● Make sure your Facebook advertisement images don’t have a lot of small details or text, and rather opt for something simple.

9. Is the Landing Page Working Correctly? Is it redirecting to the thank you page?

If you are using a landing page for an ad, you should test it first. It is important to make sure that your landing page redirects to a thank you page.

10. Landing Page Mobile Responsive or not?

The majority of internet users access the internet via their mobile devices. Therefore, you should ensure that your landing page is responsive to mobile devices.

11. Does Ad Copy and Landing Page talk about User Pain, Problem and Solution?

Identifying a specific issue or problems that potential customers of your business are facing.

12. Is Email Autoresponder working?

Verify again that your autoresponder is working properly and sending the thank-you email to people who opt-in.

13. Last but not the least, you need to add balance to your Facebook advertising account to start your Facebook advertising journey.

Conclusion

Now you must have understood how to optimize Facebook ads. What should we do and what should we not do.

The most important thing to keep in mind is that the objective you select will affect your advertising’ delivery to users and target audience on Facebook. Your chosen campaign objective and optimization settings will determine the outcomes you see in Ads Manager.