An important part of working with Facebook Ads is understanding how optimization works and why it’s worth tailoring creatives for each placement. User reactions also directly affect CPM, so campaigns need to be managed with precision.
Targeting and CPM Growth
When setting up campaigns, it’s recommended to apply broader targeting options whenever possible. The reason is simple: Facebook’s optimization relies on artificial intelligence, and the more data the system has, the better it can deliver low-cost results.
Narrow targeting often increases CPM (Cost per Mille, the price for 1,000 ad impressions) because additional server capacity is required. These resources are not free, and advertisers end up covering the costs through higher CPM.
White Apps and Initial Optimization
When working with white apps, it’s important to allow Facebook to optimize over time. However, optimization alone is not a solution — it’s better to start with a split test. Many advertisers launch only one or two creatives, but this limits performance potential.
Conversion rates improve when using dynamic creatives. These allow multiple text variations to be tested, and Facebook provides detailed reports on which text performs best. If only one creative is available, enabling the dynamic format and uploading at least three text options can significantly improve insights.
If dynamic creatives are not used, it’s crucial to track the “Inspector” metric. This shows audience overlap between creatives and provides deeper campaign analytics.
Step-by-Step Improvement
When launching a new campaign, it’s better to select the approach that initially performs best and then optimize it gradually. Each stage of optimization should enhance performance without breaking the learning phase.
Which Creatives Work Best
A recommended strategy is to create an initial setup and avoid changing the ad set until the learning phase is complete. For example, when working with high-payout offers such as crypto ($700 per conversion), testing every creative separately until 50 conversions would be too expensive. Instead, testing two or three conversion price points can show how the setup performs.
Placement Optimization
Many advertisers overlook optimizing creatives for specific placements. If both Facebook and Instagram placements are enabled, creatives should be uploaded in 9:16 and 1:1 formats for correct display.
If all placements are used, it’s better to prepare creatives for each one individually rather than simply cropping. Optimized creatives consistently show better CTR and ROI than generic ones.
How User Reactions Influence CPM
Facebook strongly values user engagement. Positive reactions increase the ad quality score, which directly impacts CPM. Unlike traditional bidding systems where CTR is the main factor, here ad quality also plays a key role. Monitoring this metric is essential for maintaining efficient campaigns.
Adjusting Running Campaigns
When an ad set is already running, adding or removing ads can disrupt optimization. If a creative underperforms and a new one needs testing, it’s safer to duplicate the ad set and make changes in the new version. This way, the original optimization remains intact.
Managing Placements and Publishers
Not all placements or publishers provide the same quality of traffic. Facebook allows advertisers to manage this through blocklists.
To exclude publishers:
- Go to Business Tools → Brand Safety → Blocklists.
- Create an exclusion list.
- Facebook allows up to 10,000 publishers per list. To exclude all of Audience Network, multiple lists need to be uploaded.
- Blocklists can be applied to all ad accounts or selected ones.
Advertisers can also block publishers individually within each placement without uploading the full list. This provides flexibility to disable specific low-performing sources.
Conclusion
Optimizing Facebook campaigns requires balancing targeting, creative testing, placement adaptation, and blocklist management. By leveraging Facebook’s AI, monitoring user engagement, and refining creatives per placement, advertisers can achieve higher CTR, better ROI, and reduced costs.
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