How To Boost Facebook Ads ROI

Facebook ads are one of the most effective tools available today for your businesses marketing.

If you are not using Facebook, you need to. If you are using it and you are not getting the right level of response, or the response you were hoping for, it may be in your methods. To get the highest level of performance from your investment in Facebook ads, you need to know how to optimise them, balance them, and promote them. Take a close look at the following methods for doing just that. You may find that making these changes greatly enhances your outcome without any additional time or effort invested.

#1: Separate your mobile and desktop ads

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When creating ads for your Facebook campaign, focus first on creating ads for the desktop version of the social media tool. Then, create a secondary set for mobile. You need both, but you need to realise both formats are different. The type of call to action you use on mobile will be different from that on desktop. If you are using an editing tool, be sure to choose the right format for your ads. Keeping these ads separate gives you more control over what you use within each one based on how the user will interact with them.

#2: Separate desktop news feed and right-column ads
Your next step is to customise the type of desktop Facebook ads you create based on where they will be located on the page. Highly segmented ads are very effective. That means you need different styles and formats based on where you place them (either in the right-column ad position or in the news feed). You need both formats, again, but you need larger images for news feed ads and a different structure for your right-column ad. Optimise these differently and customise them for who will see them.

#3: Use, but also test, your images

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Images are essential in all Facebook ads, but the quality of your images can either make or break your ad’s success. Be sure to test various images to find those that are high quality and targeted to your readers. Most importantly, be sure that you test them to find which image gives you the highest percentage of click-troughs to the next page. Which ads provide you with the best conversions? Choose images that really get attention because they are bright, focused, and on target.

#4: Implement a call to action

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If you do not tell your audience what to do, they will not do anything. A call to action is very important for your Facebook ads, but many users fail to use it. Your call to action must be specific such as:
• Download here
• Learn More Now
• Sign Up
• Book Now
• Shop Now
And, the only way to know if they are right for you is to test them. You want to see what the click-through rate is for that ad call to action. A split test can be a very good way to provide you with clarity on the most effective call to actions.

#5: Segmentation really matters

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When creating Facebook ads, you need to target the right audience. To do this, you need to segment ads by who will see them based on their interests. Your goal should be to group targets into topics and then create one set of ads for each of your topics. For example, you may have target interests such as Ad Words, Facebook ads, Google Certification program, etc. Then, you can develop topics of interest and three ad sets for your campaign. Segmentation gives you the ability to optimise on various interests and then create ads that focus on those topics of interest, improving conversions.

#6: Determine age groups and genders

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Depending on your product or campaign, you may wish to reach specific individuals with your Facebook ads. Often times you may discover you are putting money into advertising to people who are less likely to buy from you if you have not considered factors such as age and gender. Take the time to look at your ad manager and click on the Reports icon. There, you can analyse a customised set of dates by various factors under the “Breakdown” section. Check out who is actually responding and who is not.

#7: Lookalike Audiences can work for you

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One of the tools Facebook offers is Lookalike Audiences, which is a tool that allows you to find people who are like the people who are already your customers. For example, if you are targeting college students, it can help you to locate ad space for this demographic. Click on “Audiences” in your advertising manager and then “Create Audience” to get to the “Lookalike Audience.” Pick the size and features you need and customise your target. It really gives you a good deal of flexibility.

#8: Consider your email list

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Another route to take to optimise your Facebook ads has to do with email lists. Facebook gives you the ability to customise your advertising audience using email lists. To do this, first create a file that is either a .csv or .txt file extension. Each row of that file should contain the email of one of your subscribers. Include no other data. Then, add it to the “Custom Audience” element of your Facebook Audience profile. This gives you the ability to really harness the email list you already have. You can do the same thing with a list of phone numbers if you have them.

Tips On Writing Facebook Ad copy

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  • Keep it clear and simple: you have a very limited opportunity to capture your audience’s attention, don’t waste it trying to be cute or clever.
  • Don’t use your brand or business name: get to the point and remember they don’t even know who you are yet so their interest in your brand is zero.
  • Speak to the right person: call them out, don’t fall into the trap of thinking you can craft a message that will speak to every person.
  • The benefit, benefit, benefit: What is in it for them, be very clear about why they will benefit from engaging with your ad.
  • Use a call to action: tell the reader what you want them to do in response to your ad.

Tips for Facebook ad images


  • Use text: you are allowed to use 20% of your image for text, a free tool we use for creating Facebook Ads with text overlay is
  • Image relevance: a good tip is to show someone the image you are using without any text or information about your offer. Then ask them to tell you what they think the image represents. If they cannot guess what you are offering or at least your niche (ie fitness) then chances are your image is not relevant enough.
  • Maintain Ad Scent: Ad Scent refers to the branding of your ad in relation to the landing page. For example, if your landing page is purple you should incorporate the colour purple in your ad. This increases user confidence and evokes trust when they get to your landing page.


By incorporating these elements into your current Facebook marketing campaign, you’ll accomplish several things. First, you can create ads that are going to get attention from anyone they are placed in front of. Once you have those ads, you then need to target the right groups of people to ensure your ad dollars are getting the best possible outcome. Finally, when you create campaigns like this, you improve your conversions. Optimising your ads doesn’t have to be hard, but it does take time and a bit of expertise to help you to refine it so it leads to real success.

About The Author

Marcus Jovanovich

Marcus Jovanovich is an expert when it comes to online conversion and lead generation. Having run several successful traditional ‘bricks & mortar’ and e-Commerce businesses over the past decade, Marcus is now a sought after business and marketing coach and mentor for those wanting to optimise and grow their businesses online by focus targeting all aspects of digital marketing. Today he and his team of business, marketing & design professionals help business from all over Australia grow their profits via effective marketing strategies.