How to optimize Facebook ads for conversions

How to Optimize Facebook ads for Conversions and Boost Sales

It is one thing to create Facebook ads, it is another to convert people that come in contact with the ads and experience a spike in your sales.

And to do this, you need to know how to optimize Facebook ads for conversions and boost your sales like a pro.

This is to guarantee that the people that see your ads are the right audiences.

Take for instance, if the audience needs a facecap and your ad campaign is about “footwear”, and you want the audience to buy, conversion will not take place.

Conversion occurs only when those who need your products are the ones that see your ad.

Otherwise, the ad will not convert thereby leading to a waste of ad budget.

Conversion does not necessarily mean the journey of a stranger to a customer. It can also be referred to as getting someone to download your ebook, subscribe to your newsletter or check out on your eCommerce site.

Depending on your ad objectives, getting someone to do what you want them to do on your website is simply called conversion.

For this reason, it takes an ad to be well optimized to make the right audience see it and convert.

With Facebook’s ad algorithm, a poorly created ad might not even get the approval. And the one that gets the approval has the tendency of not converting if you do not optimize it.

Advertising on social media, most especially via Facebook is an important modern digital marketing strategy.

As every advertiser wants their ads to convert, it takes only those who know how to optimize ads on Facebook to get the most out of the strategy.

So, what are the things you can do to optimize your Facebook ads and boost your conversions?

You will discover all you need to know in this guide.

How to optimize Facebook ads for conversions

Optimizing your Facebook ads for conversions can take the following steps and make you recover your ad budget:

  • Set your Facebook ad correctly
  • Be sure your ad requires optimization
  • Track performance metrics of your ads

Set your Facebook ad correctly

It is counter productive paying no attention to the need for creating your Facebook ad correctly, hoping to correct the errors later.

Meanwhile, Facebook ad optimization begins from the moment you decide to create an ad.

In other words, the very first step to optimize your Facebook ad is to set it up correctly.

Before Facebook displays an ad to its users, it uses an ad auction to determine whose ad to display.

Some ads are considered inappropriate and rejected if they violate Facebook’s ad algorithms. 

For this reason, your ads will not come live immediately after publishing it.

Facebook wants to test your ad quality before approving it. And one of the factors they consider in an ad is its relevance to the audience.

If your ad does not align with your target audience, Facebook will reject or step it down for another ad that is more relevant to the audience.

When two advertisers target the same audience, Facebook gives priority to the one that has a better ad. 

The opportunity in this is to be ahead of other advertisers by setting up your ad correctly and have a better ad.

You may not be able to undo some errors after publishing your ad. 

In the process of setting up your ad campaign on Facebook, you have the chances to indicate your ad objectives such as:

  • Awareness
  • Consideration
  • Conversion

The result you get if your ad objective is to boost brand awareness is different from what you get if your objective is to boot consideration or conversion.

You can see that there is no way an ad that has a wrong objective can achieve a desirable result.

For this reason, it is better to double check your ads for errors before they go live.

Be sure your ads require optimization

This is to say that “not all ads can be optimized”.

If an ad is under-performing, you need to consider whether it is faulty or not before deciding to keep or discard it and find a replacement.

An ad that is faulty may not be optimized if it has errors that cannot be undone. In fact, such an ad tends to cost more with no promises. For this reason, it is not advisable to keep an ad that was not correctly created since there is nothing to optimize in them.

But if the key performance indicators (KPIs) of an ad are promising, such an ad can be optimized and boost its conversion rate.

So the question is how do you know if an ad is performing or under-performing?

You can’t know if an ad you have created on Facebook is faulty or promising without having the knowledge of its key performance indicators. Facebook KPIs and metrics will show you exactly how your ad is performing.

Much on this will be discussed in the next section.

In summary, if you want to be sure your Facebook ads can be optimized to drive more traffic and sales, consider these two ad cases:

  • An ad with a good performance metric
  • An ad that is rightly set up but under-performing

Any of your ads that does not fit in any of the two cases does not require optimization.

A new ad should be created to replace the former and make sure you do not repeat your initial mistakes.

Be conversant with your ad performance metrics

Facebook will definitely approve your ad if it supports its ad algorithms, but that does not mean you will realize your big goal for advertising your business on Facebook without optimization.

After launching your ad, you need to monitor its performance by understanding its metrics.

Facebook offers data that specifically shows how people engage with your ad in real-time.


With the following Facebook ad key metric indicators (KPIs), you will get data on your ad performance:

  • Conversion rate: This shows the amount of people engaging with your ad by clicking through its call-to-actions or taking the action you want them to take based on your ad objective. If your objective of advertising on Facebook is to send traffic to your website, then the conversion rate is the percentage of your target audience visiting your website through the ad.
  • Frequency: This is the number of times your ad is shown to an audience. Showing an ad to the same person too often will make the ad ineffective and results in waste of ad budget as the audience ignores ads they see too often. Frequency is calculated base on the total number of impressions generated by an ad divided by its reach.
  • Cost per click (CPC) and click-through-rate (CTR): CPC is the amount Facebook charges when someone clicks on your ad campaign. You must keep the metric as low as possible to run your ad at a minimum cost and get optimum results. CTR is the percentage of the audience that clicks through your ads and converts. This is different from conversion because not all clicks convert. Where your CTR is higher than your CR, there is a tendency you are not targeting the right audience.
  • Cost per action (CPA): CPA is the cost of making a sale or converting a lead through an ad. This will give you a clue on how much you need to spend on your ad to get a product off the stock.
  • Return on ad spend (ROAS): This metric determines your ROI after investing in an ad. You need this metric to know if you should keep investing in an ad or not. Having a high ROAS means your business will profit a lot from the ad campaign.

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