How To Optimise Your Facebook Business Page
Tom Welbourne

Tom Welbourne

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

8 Secrets You Can Use To Improve Your Facebook Campaigns

Everybody knows the basics of what makes a good Facebook campaign, but not everybody knows what makes a “great” Facebook campaign.

(If you don’t know the basics of a good Facebook campaign, read this post here.)

Just a few little tweaks and you can literally change the trajectory of your Facebook ad.

The bigger your budget, the more focused you should be on optimising and tweaking little things here and there. 

But even if you’re a small fish right now, you can still implement these 5 little secrets so that you rise to the top quicker!

Overview of the 8 tips:

  1. Google URL Builder

  2. Automated Rules 

  3. Audience Overlap

  4. Audience Narrowing

  5. Targeting Expansion

  6. Facebook URL Parameters

  7. Lifetime Value Lookalike Audiences

  8. Placement Asset Customisation Tool 


Here’s how Google describes the URL builder: 

“This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics.”

Despite Facebook having a great tracking system in place, it doesn’t connect with Google Analytics automatically and that can be a massive hindrance if you’re running Facebook Ads. 

This is why you need to use the builder for Facebook so you can track all the ads from your Facebook ad account and account for where your visitors are coming from, but most importantly, your sales.

You can find out if a visitor has come from Facebook, but what specific ad did they come from? 

This is where the URL builder can help you find that out 🙂 

To use it, click here

And if you want to know how to use it, watch this Youtube Video


Here’s how Facebook’s automated rules can help you:

  • will also take the necessary actions for you

  • help you manage multiple ads running at the same time

  • automatically check your campaigns, ad sets and ads, and then update or notify you of any changes

If you are a bit of a control-freak or you’re just not going to be sitting at your desk all day then you will find the automated rules feature highly useful.

To learn how to use automated rules, watch this YouTube video


Here’s how Facebook says an audience overlap can negatively impact your ads:

“Having overlapping audiences is not necessarily a bad thing, but it can lead to poor delivery of your ad sets.”

It will help prevent you bidding against yourself if you’re running ads alongside one another which can spell disaster and ruin campaigns sometimes. 

As well as this, it will help prevent ad fatigue which can also drive up the costs of your ads and irritate your potential customers if they’re seeing your ads too much.

FYI – you can only use this feature with an audience of at least 10,000 people.


When you’re setting up your audiences on Facebook you can end up with a lot of people who you are targeting and a lot of those people may not be interested in your product/service whatsoever.

This is important because these people will drive up your costs, find your ad irritating and you’ll have less money to spend on those who do want your product.

For example, a mountain bike company selling just mountain bikes will want to target people who like bikes, but someone who likes bikes may like electric bikes and not mountain bikes = we don’t want to be targeting these people. 

You can get around this with the narrow audience feature on Facebook by including people who like bikes, but also like mountain bikes. That means you now have two forms of criteria for Facebook and your audience – person must like bikes and must like mountain bikes.

Watch this YouTube video to learn how to implement this feature.


Here’s how Facebook describes the targeting expansion features as helping you:

“We can use targeting expansion to increase your detailed targeting reach. Select this option when you want us to show your ad to additional people who we think would get you more and/or cheaper results.”

You may be in a niche market or just not know where your next customers are, the targeting expansion feature will help you find those extra customers by broadening your horizons. 

Watch this YouTube video to learn how to implement this feature.


Here’s how Facebook describes the Facebook URL parameters feature:

“Insights from URL parameters can show which link people clicked to get to your ad’s destination, such as to your website or Facebook Page.”

For example, you can use this feature to find out where your traffic is coming from and what particular ad helped drive a conversion.

Watch this YouTube video to learn how to implement this feature.


Here’s how Facebook describes customer lifetime value:

“Customer lifetime value is a numeric representation of the net profit that you predict will be attributable to a given customer over the duration of your relationship with them.”

This is super-specific way to target people because not only are you targeting people using the lookalike feature which is specific in of itself, but you are targeting those people who are worth a certain value to you.

For example, you may use this feature to target people who look like your highest spenders.

Watch this YouTube video to learn how to implement this feature.


Here’s how Facebook describes the placement asset customisation tool:

“Asset customisation for placements allows you to customise your creative asset for the creative best practices of each placement on Facebook, Instagram, Audience Network and Messenger.”

FYI – this feature is still being rolled out so you may not see it.

This is a huge time saver as now all your creative is saved in one ad rather than creating separate ad sets and ads.

Take a look at this blog by agropulse to learn how to implement this feature.


Woah…bet your head is sore after reading about those little features that you can implement to your Facebook campaign.

They are more advanced than the usual recommendations from most marketing agencies and they are quite nit-picky to say the least.

However, if you want to squeeze every last drop out of your ads, then you will want to consider using them to get the most out of your ad spend.

We have you covered if you’re not too sure on this, so feel free to book a FREE no-obligation call with one of our Facebook Ad experts today by booking a call here.


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