The Comprehensive

Checklist for
Optimizing Meta
Ads in 2023
Introduction

Meta clocks about 1.9 billion users engaging with its platform daily. So, it’s no surprise

that its sizeable active user count makes it a darling to marketing professionals

worldwide.

Companies, big and small, rely on Meta Ads today to leverage their reach to run social

media campaigns to grow their business.

But crafting an effective Meta ad can be challenging, considering how frequently

Meta’s algorithm changes. Marketers need to be on their toes and keep pace with the

platform’s updates and transformations.

So, how does one create a high-impact Meta ad in 2023?

We’ve compiled the latest pointers from experts to help you optimize your Meta ads

and ace your Meta marketing strategy.

Time to get started!

Checklist

Did you get your domain verified?

The security features from iOS 15 onwards make it difficult for marketers like you to attribute or track paid ad

campaign performance. Verifying your domain and following the steps listed below can help you work around

these reduced tracking capabilities:

Study how many of your leads or purchases are from iOS devices

Select ahead the conversion events that you will rely on

Concentrate on capturing email IDs from your ads

Develop an extra layer of security for your landing pages or simplify the conversion flow
Have you set up Meta Pixel for ad tracking?
Meta Pixel is an analytics tool enabling you to keep track of site visits resulting from Facebook ads and
other tailored online advertisements. Set up Meta Pixel before running your Meta ad campaign to track its
performance better.

Access the back end of your website

Add the Meta Pixel base code on all pages of your website
Are you clear about your campaign goal?

Meta’s Ads Manager is designed to help you meet your campaign target. It prompts you to select a goal

for your Meta ad campaign before you start so that it can provide you with suitable ad choices. Consider

the following carefully before you make your pick:

Choose Awareness if the objective of your ad campaign is to generate interest in your product/

service offering

Select Brand Awareness if you wish to build brand recall and boost website traffic

Pick Reach if you’d like to have your ad displayed to the maximum number of people in your

target demographic

Specifying Consideration as your campaign goal will tell Meta Ads Manager that you are trying

to get your target audience to search out more details about your brand
App Install will nudge your ad audience to install your app

Using Video Views as your campaign objective works best for retargeting old leads who have
previously interacted with your video ads but not converted

Lead Generation can be utilized if you wish to capture information about your audience to get
them inside your marketing funnel

Defining Messages as your Meta ad campaign objective suggests you want your audience to
reach out to you via Meta’s messenger

Conversion simply increases your chances of sales, sign-ups, and explicit purchase-related
activities

Selecting Catalog Sales is best for e-commerce businesses that sell in bulk

Lastly, Store Traffic is most suitable for marketers who would like to increase footfall for
physical stores associated with their business
Have you selected and segmented your target audience properly?

Identifying the right target audience for your business ad campaign is no easy task. The following steps

will help you do this so your Meta ad campaign isn’t a total bust.

Use Meta’s high-level targeting capabilities by specifying the interests, demographics, location,

behavior, and connections of the audience set to which you want to display your ads.

Target audience sets similar to your present customers with Facebook Lookalike

Customize your audience set to retarget cold leads or specify existing customer groups most

likely to convert from your Meta ad campaign

Similarly, you can target only your website visitors or app users for your ads

Finally, Meta allows for specific audience targeting by allowing you to upload contact lists of

people that you want as the audience for your ad campaign

Are you switching up your ad formats?
Meta allows for ad creation in different formats. Promoting your ads in different formats helps you reach
your market goals faster.

High-res image ads are one of the most effective ways to create awareness about your brand and
drive traffic to your website

Video ads work to boost awareness and sales

Story ads are great for establishing a quick connection with your audience

Messenger ads could help you potentially reach the platform's 1.3 billion active users

Carousel ads let you showcase up to 10 different videos or images with respective links in a single ad

Slideshow ads work as a great low-bandwidth usage alternative for video ads 

Canvas ads provide an immersive experience for your audience, letting them scroll through multiple
images, tilt them in different directions and zoom in/out
Are you paying attention to ad placement & delivery?
Where you place your ads for display and what time of the day you start displaying them can make or
break your social ad campaign.

Always optimize your ad for delivery by specifying to Meta Ads Manager what your intent is - Landing
Page Views, Link Clicks, Daily Unique Reach, or Impressions.

Use Meta Advertising Planner to run your ad campaign in the time most likely to yield you returns. 

Choose wisely between standard and accelerated ad distribution based on your campaign’s unique
needs

Let Meta auto-place your ads where it is most likely to be viewed

Are you optimizing the bid amount and overall budget
for your campaign?
If you want to run optimized Meta ad campaigns, specifying the amount for placement bids and
setting the budget are important steps you need to take.

Outline the total spending you are allowed to incur for your campaign

Based on this, specify individual campaign ad bid amounts and overall budget

Meta will optimize this budget and ensure your ads perform well
Have you been prioritizing Meta’s technical recommendations
in your ad designs?
Following certain guidelines while designing Meta image ads can maximize their effect and
impact.

Ensure your Meta image ads are of JPG/PNG file type, 1080 x1080 pixels in resolution and in the 1.91:1
to 1:1 ratio

The optimal number of characters for text in your ads is 125 for Primary Text, 40 for Headline, and 30
for the Description

Try to keep the maximum file size of your image ad to 30MB and its minimum height and width to 600
pixels. Ideally, its Aspect Ratio Tolerance should be 3%.
Have you been A/B testing your Meta ads?
You can determine whether your Meta PPC campaign works by running A/B tests on them. Simply
compare it to similar ads and use different variables to judge campaign success.

Check delivery optimization to evaluate whether click optimization or convert optimization works
for you

Change up the audience sets you target and evaluate which ads work for which audience

Switch the placement of your ads, and examine if automated placements work better for your ads
or whether ads you manually place yourself perform more

Try out different iterations of your ad content. See how a minute change as the CTA affects the
performance of your entire Meta ad campaign

If you can, change the budget for running your campaigns

Are you analyzing campaign data?
Give your Meta ad campaign at least 48 hours for conversions to begin before you analyze the
available data for insights.

Go to Meta Sales Manager

Press on your ad account to view the available conversion data

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