Quick Guide to Optimizing Your Facebook Ads




The key to optimizing your ads is to create appealing visuals and words that speak to your target audience. 

We’ve made a short guide to show you the top 4 tips for optimizing your Facebook ads. 


Tip 1.  Engaging Image / Eye-catching Ad design 

Tip 2.  Clear and Short Copy 

Tip 3.  Your Website Landing Pages 

Tip 4.  Tracking Link


TIP #1  Engaging Image / Eye-catching Ad Design ⭐


Media (Image) Types: 

  • Single-Image 
  • Video 
  • Carousel 


Single Image Best Practices  

  • Avoid putting too much text on the image (aim for no more than 20%) 
  • Use color (and filters) to grab attention 
  • Use high-resolution images 
  • Include your logo to promote your brand 
  • Show people using your product or service 
  • Simple, effective, and streamlined Messaging- FOCUS your message 
  • Highlight social proof like testimonials

Video Best Practices 

  • Stick to vertical or square video  
  • Keep your videos short: 15 seconds or less 
  • Get clear about your goals- don’t try to include everything 
  • Design for sound off
  • Capture attention quickly: make the first 3 seconds the most compelling 
  • Feature your product/ brand message/logo within the first 5 seconds. 
  • Accompany with compelling copy (and a beautiful thumbnail) 
  • Make it a pleasure to watch


TIP #2  Clear and Short Copy


Shorter ad copy makes it easier and faster for a person to make the decision to click on your ad. 

 To Keep it Short, Keep in Mind: 

  • Who is your audience? 
  • How do they describe their issues? 
  • Why should they want to buy your product/service? 
  • What is the benefit to them? 
  • Why does your product/service matter to them?  
  • Will your product/service exceed their expectations?
 Then, talk to them (not “at” them).... and talk like them to make your ad relatable and convincing. 


Primary Body Text 


👉Target the benefit or pain point and ask a question 

👉 Include the specific dates or location  


Make the most out of your ad copy…write for your customer! Deliver only the most important information and leave the rest of the story to be told on your landing pages. Shorter ad copy means there's less information for a reader to process. 



Headline Text 

 People are most likely to act on your ad's headline even before they read the rest of the ad copy. 

👉Keep headlines short- between 25-40 characters 

👉The 3 C's to writing effective, short Facebook ad headlines: 



  • Good headline text should be linked to the audience to make it personal 
  • Highlight a specific benefit 
  • Address a pain point 
  • Course name can be used here but ask yourself if it’s as compelling as highlighting a benefit from the course, for example 


Make it CLEAR 

  • Narrow your message- focus on one idea  
  • Make it easy to understand 
  • Know your audience  
  • Use easy words  


Make it CONCISE 


👉Headline ideas to try (with examples):  

1. Ask a question (they receive 150% more clicks than statement headlines— 175% if you include the word “you”) 
  • “Do you want to be promoted?” 
  • “Looking for an internship?” 
2. Use action words 
  • “Try a course with no obligation“  
  • “Get the career of your dreams” 
3. List a benefit/ Be specific about what they will get 
  • “Get your 14-day free trial”  
  • “Test free for 30 days” 
4. Inspire curiosity 
  • “Everything you need to know about X” 
5. Use a number 
  • “The 3 Leadership Courses you Need today” 



TIP #3  Your Website Landing Pages ⭐


Your landing page should be high-quality and offer value to your audience to help them make the decision to convert.  

👉Some actions to consider: 

  • Does your ad message about 1 particular course but the link takes the user to a page list of courses? 
  • Does your ad promote a specific course but the link takes the user to your homepage? 

When choosing a click-through URL, ask yourself: What is the main goal of your ad campaign?  If it’s to generate overall interest or promote registrations, be sure to include an option for people to leave their email address so you can contact them with more information.  



TIP #4  Tracking Links


In order to effectively measure the results of your campaign, it is crucial to use a tracking link. Tracking links are a quick and simple way of monitoring webpage traffic and the success of different campaigns.    

This will allow you to:  

  • See exactly how many visitors reach your landing page  
  • See how many visitors register for an event through a specific ad retargeting campaign. 

You can easily create a custom tracking link through Campaign URL Builder.  

A custom URL enables you to measure campaigns in Google Analytics or other web analytics services. If you need help getting Google Analytics set up for your site, please reach out to our Customer Success team.