7 Tips for Maximizing Facebook Ad Performance

7 TIPS FOR MAXIMIZING FACEBOOK
AD PERFORMANCE

TABLE OF CONTENTS
3 Facebook Pixel and Troubleshooting
4 Use the Power Editor
5 Different Images + Duplicate Copy =
Multiple Ads
6 Structure Your Account According to
Segment Type
7 Segment, Subsegment, Segment the
Subsegments
2
In the realm of social media marketing, Facebook ads is a real powerhouse for accelerating
toward your PPC goals. Here are seven best practices you can use to maximize the
enormous potential this platform offers.

3
Establishing conversion tracking via the Facebook pixel
is not only important for the purpose of measuring your
goals, but it also informs one of our favorite resources in
Facebook Ads – Custom Audiences (more on that later).
The pixel also enhances the insights you gather from the
ads manager interface, where you can now compare
performance metrics against your objective and leverage
this data to inform optimization and maximize results.
Facebook has many comprehensive setup and
implementation guides.
Here are the basics you should cover:
Create the Facebook Pixel
Install and Verify Your Pixel
If you’re comfortable editing and maintaining the code
of your website, it’s feasible for you to accomplish these
steps without the assistance of a developer. However, if
web development is far from your expertise, never
hesitate to enlist the help of a qualiﬁed developer.
Apart from implementing the pixel on your landing
page (or website), your developer can help tweak the
Facebook pixel to suit your individual tracking needs.
TIP 1: THE IMPORTANCE OF
THE FACEBOOK PIXEL
Whether you’re outsourcing pixel implementation or handling
it yourself, we highly recommend using Facebook’s Pixel Helper
– a chrome browser extension, which can be found here – to help
with the troubleshooting process. The tool automatically browses
your website for code that looks like the Facebook marketing
pixel, and if it doesn’t load correctly, then it will recommend
some likely causes and elucidate possible solutions.
TIP 2: TROUBLESHOOTING - USE
FACEBOOK’S PIXEL HELPER
Join the Higher Ed Marketing Journal
https://www.facebook.com/business/help/336923339852238
https://chrome.google.com/webstore/detail/fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en
http://circaedu.com/hemj/

4
Just as important as proper conversion tracking is the Facebook Power Editor – an indispensable tool for managing
and nourishing an account (or multiple accounts) as it grows in size and complexity. The Power Editor’s utility for timesaving
on major tasks becomes clearer the more you use it. Use it to download the entirety of your account and view it from any of
its foundational levels. Use it to upload bulk edits and make dozens of modiﬁcations to your account in a single click. Use it
to enable Instagram Ads and further your initiatives’ reach.
TIP 3: USE THE POWER EDITOR
Tired of the time-consuming task of creating new campaigns from scratch? Duplicate an existing campaign (or ad set) instead.
This will preserve the structure of all components within the duplicated branch. Keep in mind that while this saves time,
you still will need to alter the names of its internal components (Campaign, Ad Set, Ads), as well as modify each new ad set’s
target audience. If you’re using URL parameters (e.g. utm_source, utm_medium, utm_campaign), remember that ad URLs are
likewise preserved during the duplication process and will also need to be modiﬁed.

5
Another note regarding ad images: Facebook requires that all
text (including logos) must take up no more than 20% of the
total ad real estate. For this, we recommend using Facebook’s
Grid Tool to ensure your ads are not rejected because of this
particular rule.
A recent study conducted by Consumer Acquisition conﬁrms
that images are responsible for 75-90% of ad performance.
In other words, when it comes to Facebook, don’t jump to
testing various copy syntaxes for improving user engagement –
images are where it really counts. Furthermore, testing
multiple images with a single audience, using identical
verbiage for each ad, is an effective strategy for discovering
which ads (and ad images) will deliver the best results for you.
It’s a good rule of thumb to run at least four ads simultaneously,
each with a unique image. The process of creating multiple
ads per audience is also a great opportunity to explore
the utility of the Power Editor.
TIP 4: DIFFERENT IMAGES +
DUPLICATE COPY = MANY ADS
...“images are
responsible for 75-90%
of ad performance.”

6
This feature relies on the Facebook pixel – so make sure the pixel is ﬁring correctly before you try it out. Within the Ad Set level, under
“Budget & Schedule,” you have the option to optimize ad delivery for your campaign objective. Facebook uses its internal algorithm
to determine which users are more likely to complete the speciﬁc action outlined by your campaign’s objective (so be sure to set
your campaign’s objective to “website conversions”) and then charges you by every 1k impressions. To test this strategy, simply
duplicate the ad set (using the Power Editor) and alter this setting within the new ad set’s bidding section.
TIP 5: SPLIT-TEST CPC BIDDING VS. OPTIMIZING FOR YOUR CAMPAIGN OBJECTIVE (a.k.a. “oCPM”)
Establishing a universal structure, complete with naming conventions for the components of your campaigns, is a good way to streamline
processes and tidy up your account. Before embarking on this task, be sure to outline a list of your prospective/current students’
characteristics according to these targeting options (demographics) available in the Facebook Ads interface: Fields of Study (which can
be found under “Education”), Job Titles (under “Work”), Interests (listed by default under Ad Set > Targeting) and Groups/Associations
(which can be actively searched through the “Interests” demographic).
TIP 6: ORGANIZATION IS KEY: STRUCTURE YOUR ACCOUNT ACCORDING TO SEGMENT TYPE
For example, if I’m marketing a master’s of science in health
informatics, I’ll have a campaign labeled “MSHI – FOS”
(Fields of Study), with individual ad sets for various graduates,
whose area of study is a logical precedent to the MSHI degree
(e.g. health informatics, nursing, pharmacy, public health, etc.).
Keep in mind that each ad set should contain at least four ads
with different images.

7
TIP 7: SEGMENT, SUBSEGMENT,
SEGMENT THE SUB-SEGMENTS
Whenever you’re faced with a particularly large audience in any
of your ad sets, or just trying to improve the performance of an
existing segment, it never hurts to ﬁnd ways to break an audience
down and test its various components against one another. Best
practices indicate starting small before moving on to more
advanced segmentation options, such as Facebook’s new
AND/OR feature (whereby you can indicate that the target
audience must satisfy multiple demographic options, rather
than the default “any of the above” setting). Here’s a good
place to begin your segmentation – by device/gender:
Copy any ad set with a large audience into Power Editor, so that
there are now four duplicates. Add to the names of each duplicate
ad set:
Desktop – Male
Desktop – Female
Mobile – Male
Mobile – Female
Change the targeting options in each of the ad sets to apply these
targeting parameters to the foundational audience.
Measure results.
Still not satisﬁed with your results? Segment further! Try segmenting by industry, geography or any of Facebook’s available demographics.
What’s more, with Facebook’s new AND/OR targeting feature, you can segment the audience you’re already targeting without using any
additional demographics.

Our team of marketing experts has assisted dozens
of universities and businesses in building and
maintaining highly productive campaigns.
Still have questions about what marketing channel is
right for your degree program?
Our ﬁrst whitepaper has all the answers.
Contact Us Here
Download Whitepaper #1
Lacking the resources in-house to build a
successful Facebook marketing strategy?
Don’t worry. We’re here to help.
About the Author:
A graduate of the University of
California, Andrew Glasser is an
experienced paid search and
analytics expert.
He is both Google Analytics and AdWords certiﬁed and,
leveraging an ROI-focused and problem-solving approach,
manages paid search campaigns for over a dozen well-
known universities across the U.S.
Connect with Andrew: @aglasser1201https://twitter.com/aglasser1201?lang=en
https://twitter.com/aglasser1201?lang=en
https://twitter.com/aglasser1201?lang=en
http://circaedu.com/resources/higher-education-whitepapers/which-marketing-channel-is-the-right-fit-for-your-degree-program/
http://circaedu.com/resources/higher-education-whitepapers/which-marketing-channel-is-the-right-fit-for-your-degree-program/http://circaedu.com/resources/higher-education-whitepapers/which-marketing-channel-is-the-right-fit-for-your-degree-program/
http://circaedu.com/contact-us/

7 Tips for Maximizing Facebook Ad Performance

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7 Tips for Maximizing Facebook Ad Performance