This document provides 8 pointers for optimizing Facebook advertising campaigns: 1. Check where ads are being placed automatically and add unwanted sites to a block list. 2. Monitor auction competition, audience saturation, and audience overlap to understand rising costs. 3. Watch for the "Creative fatigue" status to avoid audiences seeing ads too often, which increases costs.

1. 8 Facebook
pointers

2. 1. Check automatic placements
Have you included the 'Audience Network' in your
selection of Placements?
Be sure to review 'Delivery Reports' to see where
your ads have appeared.
Watch out for apps/games that may trigger
unintended clicks (from children). In that case, you
can select specific sites or apps and add them to a
'block list'.

3. How to check…
To see a list of Pages, accounts and apps where
your ads appeared:
1. Go to the business manager.
2. Head to - brand safety - delivery reports.
3. Select an ad account in the top right
4. View delivery reports per placement.
5. Add the ones you don’t want to a block list.

4. 2. Auction competition & Saturation
How often do you check audience competition and
saturation? Click on the ad set level and ‘inspect’.
Auction Competition
A data point of 2% means that competition for that day is 2% higher
than average for your selected time period. According to Facebook
anything between -20 and +20 is stable.
What will this help me do?
Determine if rising costs are potentially related to increased auction
competition.
Audience Saturation
This chart helps explain the relationship between your cost and the
audience you're reaching.
What will this help me do?
Determine if a decline in performance is linked to audience saturation.
Audience Overlap
This graph shows how often your ad set ended up in the same
auction as another from the same account.
What will this help me do?
Determine whether under-delivery may be related to auction overlap.

5. 3. Check ad fatigue
Manage ‘Creative fatigue’ and watch out for the ‘Creative
fatigue’ status in the Delivery column in Ads Manager.
When this status shows, it means that the Meta’s
systems think your target audience has seen your ad too
many times.
Creative fatigue can result in a higher cost per action.
What you can do:
● Add more creatives
● Expand audience size

6. 4. Newsfeed topic exclusions:
Advertisers can use this control to prevent their ads
from being delivered to people recently engaging with
any of the following three topics in their News Feed, on
Facebook and Instagram:
1: News and Politics
2: Social Issues
3: Crime & Tragedy
Go to brand safety to set this up.

7. 5. Try: Make traffic campaigns more
qualified…
Instead of landing page views as the objective, try
content based conversions for traffic and see if this
improves traffic quality:
Create micro-conversions (events) based on triggers
that qualify qualitative website visits in tag manager.
For example:
● Time on page > 30 sec
● Scroll depth > 50%

8. 6. Create custom metrics
Can’t see the metrics you need? You can create
your own custom metrics in ads manager and
share them with other people in your business
manager.
Head to columns - ‘customise columns’ within
your ads manager and you can create custom
metrics there.

9. 7. Spying on the competition
Facebook ads library is a great tool for seeing what
your competitors are advertising and how.
https://www.facebook.com/ads/library/
You can search by competition name but you can also
search by subject e.g ‘Holidays’ and ads relating to
that subject will show up.
Use the filter on the right hand side to filter by
placement and creative type.

10. 8. Keep up to date
To keep up to date with ads manager,:
1. Head to ads manager
2. In the bottom left, select the ? symbol
3. Then ‘ads manager updates’