Facebook Ad Optimization: You’re doing it wrong!

Successful Facebook Ad Optimization is something totally different than you think.

When asked about the Facebook Ad Optimization, most people first think of analysis and breaking down the data.

But successful (!) Facebook Ad Optimization doesn’t start with analysis. It rather begins waaay earlier, before even launching your first actual Facebook Ad Campaign.

Let’s take a few steps back. Facebook Ad Optimization starts with recognizing the opportunities for optimization BEFORE you start fiddling around with the settings of your campaigns.

And for that to take place, you need to have the following:


In this case, it means that if you want to optimize your ads for success and improve your results with every step, you need to organize your Facebook Ads Manager.

Why is this important?

With an organized Facebook Ads Manager you’ll recognize the opportunities for optimizations FASTER.

Still don’t see the importance of this?

Then let me ask you this:

Do you remember the last campaign you wanted to optimize? What happened?

You opened up your Facebook Ads Manager and … stared at your screen.

You stared at the vast amount of data that was presented to you, not knowing exactly what’s important, what to look for, what to observe.

So instead of actually optimizing your campaign, you closed the Facebook Ads Manager altogether and continued working on something else.

Sounds familiar?

You need a foundation

With a properly organized workspace, this would have never happened.

Instead, you would recognize those opportunities for optimization 5 seconds after opening up your Facebook Ads Manager.

Before building an actual house, you need a solid foundation. And that’s what we’re going to do today. Build a foundation that will enable you to build the biggest and most solid house on top of it.

Facebook Ad Hierarchy

Every Facebook entity has 3 levels:

  • Campaign

  • Ad Set

  • Ad


Every level has its own purpose:


Campaign level is intended to decide between different objectives you want to advertise for.

If you want to increase traffic to your website, you’re going to choose the “Traffic” objective.

If you want to generate more leads with your Campaign, you’re going to choose “Conversions”.

And you decide for that objective on the first, Campaign level.

Ad Set

On the Ad Set level, you decide and test different audiences.

Let’s say that you’re running a Lead Magnet campaign because you want to increase your email list and get more subscribers.

You’ll launch a Campaign for achieving that goal, and within that Campaign, you’ll implement multiple Ad Sets with different audiences.

The goal is to A/B test different audiences, how they respond to certain ads, which audiences are most responsive, what demographic is most likely to signup and then later convert etc.

On the same Ad Set level you can A/B test different copy versions to determine if a longer copy outperforms the shorter one or if it’s the other way around.

A/B testing these different instances on the Ad Set level allows us to equally distribute our Ad Budget between the running tests and learn from this data to get better every day.


When you’re promoting a Lead Magnet or a collection of physical products, it’s best to test different visuals on the Ad Level.

What I do not recommend, yet people still use this approach on a regular basis, is to advertise all your products or Lead Magnets on the Ad Level.

Using that approach will make optimization a lot harder, because you’ll end up with a vast amount of disorienting data, not knowing what to make of it.

Instead, keep it simple and organized. Within a campaign, advertise just ONE Lead Magnet or product collection on the Ad Level.


Now that we know what structure is best to use with our Facebook Advertising Campaigns, it’s time to get even more organized with naming these entities.

If you haven’t dedicated a lot of time and effort into properly naming your campaigns until now, you know how overwhelming opening your Facebook Ads Manager can be.

Every time you do that, you’re trying to first determine which campaign is promoting what, how are the Ad Sets differentiating, etc.

Only then can you start analyzing your Facebook Advertising Campaigns. And even that takes time.

With proper and organized naming, optimizing your Facebook Advertising Campaigns can become an enjoyable and truly effective task.

How to name Campaigns?

I personally use the following formula:

[Launch Date]: [What we’re promoting]

Here’s an example:



As you can see, I keep it really simple and organized. Every time I go to my Facebook Ads Manager I know EXACTLY which campaign is which and what needs my special attention immediately.

How to name Ad Sets?

On the Ad Set level, you differentiate between different audiences you’re targeting or different copy/approach.

The formula I use is:

[Name & Details of the audience]: [Approach I’m using]


Again, when I’ll want to inspect a Campaign and look at the Ad Sets we’ve been running, I’m going to have a clear view of the performance of different audiences and improvement opportunities.

Essentially, I’m going to have a clear action plan instead of relying on my intuition.

Because data-driven decisions are the best decisions.

How to name Ads?

Remember: Being as straightforward as you possibly can will make optimization much easier moving forward.

That’s why I use an incredibly simple formula on the Ad level as well.

Depending on the project I’m working on, I switch between:

  • File names (so I have an easier job finding them on my computer if I want to optimize)
  • What’s on the image
  • Copy we’re using (sometimes we offer a special promotion with one specific image)

Here’s an example of the Ad level in a Campaign I was recently running:


What’s all this have to do with Facebook Ads Optimization?

You cannot properly optimize your ads if you don’t know what to look for.

Randomly named campaigns create confusion as soon as you enter your Facebook Ads Manager. You get bombarded with random information, which makes determining the next step of optimization a lot harder.

Heck, sometimes you even spend hours watching into stats, not knowing what to make of them.

But an organized workspace helps you recognize opportunities for optimization faster.

Just a quick glance reveals how your Campaigns are performing and what needs your immediate attention.

So experiment.

Rename all currently running campaigns using the formulas described above. And then come back to your Facebook Ads Manager tomorrow and see how fast you’ll spot opportunities for improvement.

This is just a tip of the iceberg when it comes to optimization.

Want to learn more about how to optimize your campaigns once your ads are already running? What to be careful of and when is the right time for optimization?

Then check this online webinar recording on How & When to Optimize. It was a helluva webinar!

Mojca Zove