Facebook Ads Guide 2023: How to Advertise and Optimize Campaigns

One of the most important ways to connect with potential consumers of your products and services é sell where they are. And when it comes to Facebook, we're talking about one of the longest-lived and most active social networks in the world!

And Facebook ads, or Facebook Ads, offer a way to reach these people on the platform. After all, that's where they're connected most of the day. But it's also a way of reaching other communities by targeting ads.

The audience that already buys your products or services can grow with constant paid traffic, especially on Facebook. 

Butto get the best results from the platform, you first need to understand how it works and only then work with more advanced strategies. To help you spend your money in the best possible way, we've created this guide with the main information about the Facebook advertising platform.

Quick Navigation

What is Facebook Ads (Meta Ads)?

Why advertise on Facebook Ads?

Basic Concepts of Paid Media and Facebook Ads

Types of Facebook Ads

How to Use Facebook Ads to Create a Campaign

Ads Manager Campaign Structure

What are the Ad Formats for Facebook Ads?

The Best Creatives for Each Stage of the Marketing Funnel

Best Practices for Facebook Audiences

Optimization of Facebook Ads and Google Ads campaigns

Automations to Optimize Your Facebook Ads Campaigns

What is Facebook Ads (Meta Ads)?

Simply put, Facebook Ads is Facebook's ad management platform. This is one of the most effective marketing resources for expanding your business, generating leads and selling more.

Through the manager, you can create paid traffic campaigns that will:

• Increase the reach of your brand;
• Impact new audiences;
• Keeping your brand in the spotlight;
• Persuade new consumers to buy.

But before you start, it's important to understand the main information about the platform, its benefits, types of ads, targeting options and much more.

Why advertise on Facebook Ads?

According to Facebook itself, more than half of its users are connected to a small business on the social network.

But, if that hasn't convinced you to create ads on the platform yet, we're going to give you six more reasons to allocate a portion of your marketing budget to Facebook Ads campaigns.

1. Advertising to a broad audience

Facebook Ads allows you to run ads on some of the biggest social networks and platforms, such as Facebook and Instagram in campaigns with images and videos.

2. Select segmentation options

The campaign has several segmentation options, including cities, regions, age, interests, consumption patterns income bracket and other demographic data.

3. Track conversions

In addition to the immediate flow of traffic, campaigns created on Facebook Ads have resources to track and measure the results obtained with each ad.

4. Fully control spending

The tool gives you 100% control over your daily budget and maximum cost per click. In other words, you can advertise successfully without having to empty your pocket,

5. Create tests and optimize ads

The platform shows the metrics to analyze the performance of your campaigns, ad groups and ads. With this information, you can improve your efforts.

6. Diversify formats formats formats.

Facebook Ads offers a wide variety of ad formats (images, carousels and videos) and placements (where your audience will see your ads).

Basic Concepts of Paid Media and Facebook Ads

In order to understand how your campaigns work, the first step is to learn what terms are most used by marketing and paid media professionals.

We'll help you navigate this alphabet soup with the seven most important concepts. To make it easy to understand, we won't go into technical details, just clarify what they measure and how you can use them. 

Return Over Ad Spend (ROAS)

The term Return Over Ad Spend (ROAS) can be translated into Portuguese as Return Over Ad Spend. Basically, it's the return on the investment made in paid media campaigns.

This indicator shows how many reals were generated for your business from each real invested in ads.

Cost Per Click (CPC)

The CPC is the indicator that measures how much you pay on average for each click on your ad. It is calculated is calculated as followsTotal cost of the ad, divided by the total number of clicks.

Cost per Thousand (CPM)

The Cost Per Thousand (CPM) shows the average amount you are paying to get a thousand impressions of your ad. Its formula is described as: total cost of the ad / 1000 (thousand).

Impressions

And here it's worth pausing to clarify what an impression is. A print is counted each time the ad is shown, regardless of whether there has been any interaction.

However, in the case of mobile devices, the ad may start loading on the user's cell phone and be interrupted. In this case, the impression is counted. In other words, the metric does not indicate whether the user actually viewed your ad.

Facebook Pixel

We're not talking about the pixel, that element of an online image. The pixel here is Facebook's conversion pixel, a code inserted within your website.

The aim is to measure the effectiveness of campaigns run on Facebook Ads in leading users of the social network to your business domain. Using the pixel also adds clarity to the analysis of the behavior of visitors to your site, as well as conversions.

A/B testing

O A/B test is a method used to show which ad is the most effective.

The idea is to run two similar ads for the same length of time, but with one variable. Think of the following examples:

• Two car ads, the variable being that in one of them the car is white and in the other, blue.

• Two mattress advertisements, the difference being that in one of them the word used is "comfort" and in the other, "luxury".

• Two identical cosmetics adverts, the difference being that one is aimed at teenagers and the other at the elderly.

This way, you can compare the results of both and determine which performed better. 

Conversion

Conversion is when a user acts on your objective for that ad. If your campaign has the objective of filling in a form, for every form successfully filled in, you get a conversion.

This should be the main objective of your campaign.

Types of Facebook Ads

Facebook has three categories of ad objectives. And knowing which one is most in line with your strategy helps you in the stages of setting up your campaign.

The three categories are: Recognition, Consideration and Conversion. We're going to explain a little about each of them and what the points of attention are for those who are going to use Facebook Ads.

Recognition

In a nutshellthis category of objectives é recommended to generate interest in the product or service, whatever being advertised.

Will campaigns created with this targeting increase brand awareness? Yes, but for that you have to tell people what your difference in the market.

The following table shows the two objectives included in the "Recognition" category:

Objective	Your business goal is:
Brand recognition	Increase awareness of your company, brand, product or service among people. Note: The metric in this campaign is an estimate of how many people will remember seeing your ad if they are asked within 2 days. The Algorithm will work to deliver the ads to the people most likely to remember.
Reach	Display your ad to as many people as possible who are within your target audience. Note: The metric in this campaign is reach only. The algorithm will work to deliver the ad to as many people as possible within your target audience.

Consideration

This category has objectives that are recommended to get people going: 

1.  Considering your brand as a purchasing option;
2. To find out more about your products and services. 

For example: A perfume brand runs a campaign about its new line of fragrances. The aim is to encourage users of the social network to visit their website to get more information about the products.

In other words, when they enter the site, they are researching the advantages and disadvantages of the perfume. This is a sign of purchase consideration. 

The following table shows the six possible objectives within the Consideration category:

Objective	Your business goal is:
Traffic	Directing people from the platform platform where they saw the ad to o destination you have chosen. Example: website or landing pagea blog post, application, WhatsApp conversationamong others.
Engagement	Reach the people most likely to interact with your publication. Interaction includes likes, comments and shares. You can also include claimed offers on your page.
Application installations	Send people to the app store - Play Store or App Store - to download your company's app.
Video views	Carry videos of your brand with the Facebook users likely a watch.
Register generation	Collect registrations of people interested in learning about your product or service. You can then send this information by other means such as telephone or e-mail. Encourage users to call your company.
Messages	Direct people to Messenger, Instagram Direct and WhatsApp. This way, you can contact potential or existing customers to stimulate interest in your company. It is recommended for companies that have a good service structure.

Conversion

This category has three objectives that are recommended to encourage people to:

1. Deepen interest in your company;
2. Buy or use your product or service.

For example: A shoe store wants to create a campaign to encourage potential customers to buy from its e-commerce or even visit the nearest store.

But there is also a service structure for those who want to make an appointment to visit the store. You therefore need to capture these leads on a contact form.

The following table shows the three possible objectives within Conversion:

Objective	Your business goal is:
Conversions	Encourage people to perform an action on your company's website, such as making a purchasedownload an application, registering a contact to receive news or call your company.
Catalog sales	Display products from catalog and generate sales.
Traffic to the establishment	Promote your company's physical business premises to people in the vicinity.

How to Use Facebook Ads to Create a Campaign

Creating Facebook Ads campaigns may seem like a complex task for those with no experience. But it's not! With a little guidance, you can set up your ads and get good results. 

That's why we're going to show you a step-by-step on how to create your first Facebook Ads campaign without making any mistakes. Follow along!

1. Open the Business Manager

Access the Facebook Ads Manager. Click Create to get started.

2. Set up the campaign

At this stage, you need to select two guidelines for your campaign.

The first is the ad purchasing model. Meta offers two options: auction or reservation. To make this step-by-step easier, we'll indicate the choosing Auction as the type of purchase for your campaign.

The second guideline is to choose the objective of the campaign according to the goals planned for it. We've already covered this in this article - Recognition, Consideration and Conversion - and you can read it again to find out which one to choose.

Finally, select Continue to open the creation panel.

Enter a name for your campaign in the "Campaign name" text box.

Optional: If applicable, activate Special Ad Category and choose one of the options in the drop-down menu - if you want to create an ad campaign about credit, jobs, housing, social issues, elections or politics, you'll need to choose the Special Ad Category that best describes your ads.

At this stage, you can activate budget optimization at the campaign level - more recommended for automatic allocation of funds between the best performing ad groups.

Set a daily budget, which is the average amount you want to spend on an ad set per day. Another option is to set a total budget, which is the amount you can spend over the entire running time of your ad set. To do this, select a start and end date.

Optional: Select Show more options and check "Run ads according to a schedule" if you want to run your campaign according to a schedule. Only applicable to campaigns with total budgets.

3. Create a name for the campaign

Type a name for your campaign in the text box Campaign name.

4. Select the special ad category 

At the moment, if applicable, activate the special ad category. This category is intended for ad campaigns about credit, employment, housing, social issues, elections or politics.

If your campaign fits some of these, you need to select the special ads option. If it's not related, you can skip this step. 

5. Set a budget

Shall we talk about money? At this stage, you have two options:

1. Choose a daily budget, i.e. the average amount you want to spend on a set of ads per day;

2. Opt for a total budget, which is the amount you can spend over the entire running time of your campaign.

Each option has its advantages and disadvantages. The daily budget can be more manageable, ideal for those who have more resources available. The total budget, on the other hand, is more suitable for those who need more control over their spending. 

And an addendum! You can activate budget optimization at the campaign level. In other words, it's a way of configuring Facebook Ads to automatically allocate the available budget to the ad groups with the best performing.

Another optimization option - only available for campaigns with a full budget - is scheduling. This means you can choose what day and time an ad will run.

To activate this function, select Show more Options e, thencheck Show ads according to a schedule.

6. Segment the target audience

Now you need to segment your target audience e we need to highlight the importance of the ad sets, because this is where you will determine which people Facebook Ads should show your ad to.

Therefore, the success of your campaign will depend heavily on the correct segmentation carried out at this stage. É crucial that you are careful in this process, selecting the most appropriate parameters.

Having said that, let's move on. 

How to start segmentation? 

With the name for your ad set determinedselect the Facebook page linked to the ads that will run.

• If it is a Messages, select whether the user will be directed to WhatsApp, Instagram Direct or Messenger;

• If it is a Product Catalog SalesChoose the product catalog you want to promote (it must be linked to your advertising account);

• If it's a Conversioncampaign, define the Optimization Event of your ad set (this event must have been installed in the Pixel, as well as being prioritized in the Facebook Event Manager).

What do I need to include in the segmentation? 

The possible segmentations in your new ad set include:

• Location;
• Age;
• Gender;
• Interests (among the options available on Facebook Ads);
• Personalized audiences (this includes remarketing audiences, e-mail lists and similar audiences).

Fill in as desired. 

Important! To use custom audiences, you need to create them in your Ads Manager. Ads Manager and then select them. Lookalike audiences lookalike and remarketing audiences can take a while until they are ready to use, remember that.

7. Choose the positioning of the ad

Now we move on to the choice of ad placements.

What is positioning? 

But first we need to clarify what ad placement is. In simple terms, placement is where the ad will be shown, inside or outside the Meta. 

Among the positions available are:

• Facebook Feed, Stories and Reels;
• Search Facebook and Instagram;
• Search and Explore Instagram;
• Instagram Feed, Stories and Reels;
• Facebook Marketplace;
• Messenger Inbox;

• In-stream ads for videos and Reels.

How do I choose the positioning of my ads? 

At this point you can select the Automatic postings. The Facebook system will then system will display your ads where they are most likely to perform well.

The disadvantage of this selection is that your ads may appear in a disfigured format if o creative is not customized for all formats.

Another option is to select Manual positioning and choose the ad placements manually, one by one.

Finally, you can choose the result you want to prioritize. Hover over Ad Serving Optimization and click on Edit e select your priorities in the menu that will appear. Then click on Close to save the ad set or Next to continue creating the ad.

Note: Certain campaign types may require additional selections at the Ad Set. As mentioned above, catalog campaigns, for example, require the selection of which product catalog you are going to use.

8. Create the ad content

The final step is creating your ad. However, the described below may vary depending on the ad format and the type of campaign.

For example, a Forms Campaign (Lead Ads). In this model, you have to produce a form that will be linked to your ad.

So let's list the most common steps. 

1. Enter a name in the text box Ad Name;
   
2. Select a Facebook page and an Instagram account to represent your company. All ads must have an associated page to run on;
   
3. Select the ad format. The options are single image or video, carousel or collection;
   
4. Choose your media and upload it. At this stage you can customize creatives for each positioning, such as Stories or Feed;
   
5. Fill in the Text, Title, Description e, where applicable, URL e Call to Action button;
   
6. Select a Pixel to account for conversion events on the site;
   

Click on Publish. But before running your ad, Facebook Ads will review the content to ensure that it complies with the Advertising Policies. If everything is OK, it will be served;

Instagram boosting

You can also boost one or more posts on your Instagram page. However, following the parameters of the social network, certain types of campaign do not allow boosting.

Facebook Ads Library

"I don't know how to start designing my ad. What should I do?

Let's introduce you to the Facebook Ads Library!

This tool is a source of inspiration for creating new campaigns. It shows which ads are active and you can research what companies and sectors are doing to generate paid traffic.

With this quick market research in hand, you can gather insights on creative strategies, ad formats and persuasive messages.

 

This tool may be new to you, we have prepared a guide on how to use the Facebook Ads Library for inspiration.

1. Access the Ads Library

Go to the Facebook Ads Library and start exploring.

1. Search for Company or Sector

You can search the ads by companies or sectors of interest. Enter the name of the brand in the search bar or browse through the sector options available.

1. Explore Active Ads:

After selecting the company or sectoryou can see the active ads currently. Please note which are ad formats, such as images, videos and carousels.

1. Get inspired by visual elements

What are the images or videos used in the ads? Evaluate the colors, fonts and visual elements. Then take a look at how they are arranged in the layout..

1. Observe the persuasive messages

What words are used to arouse interest, emotions and encourage people to act?? How do you communicate your products, services and value propositions?

1. Analyze the Creative Content

The images and videos are accompanied by calls to action (CTA). What actions are encouraged? How is it positioned in the ad?

1. Track ad variations

Some companies may have variations of the same ad to test and optimize performance. Understand what these approaches and who they are aimed at.

1. Make notes 

Write down the strategies and creative elements that caught your eye. These ideas can be used as inspiration to create your own Facebook campaigns;

1. Adapt the ideas to your business

The aim of the Ad Library is to be a source of inspiration. So when you find an ad you like, don't copy what other companies are doing. are doing. Adapt the campaign to your business and target audience, maintain the authenticity of your brand.

Remember that the Facebook Ads Library should be used as a reference to understand best practices, stimulate your creativity and develop successful strategies for your own business.

1. Follow trends and updates

The Ad Library is constantly updated with new ads. From time to timetake a look at new ad strategies and trends.

Ads Manager Campaign Structure

To create your first Facebook Ads campaign, it's important that you know how it works the organization of campaigns in the Ads Manager. Basically, the campaign structure in Ads Manager is divided into three levels:

• Campaign;
• Ad Groups;
• Announcement.

In this article we'll cover all three.

Campaign level

A Campaign é the gathering of groups of ads aimed at achieving the same objective.

At campaign level, you must determine what you want to achieve by running ads. But remember that you canyou can only choose one objective for each campaign.

Ad Group Level

The Ad Groups are a collection of ads. At this level, you how, when and where to run your posts. When you create an Ad Groupall the choices you make will be applied to all the ads in the set.

Ad Level

At the ad level you configure all the elements that make up your ad, such as the text, links, CTA button and the media (images or video) of the creative. 

What are the Ad Formats for Facebook Ads?

A good creative can improve the performance of paid media! 

Studies show that design is responsible for 75% of a campaign's results, precisely because it's what catches users' attention in the social network feed. So it's important to to think about the ideal design and communication for each stage of the funnel.

By planning your creatives strategically, you need to ad formats. Check out the ad formats available on Facebook below to create your campaigns!

Ad Format Image

For ads with only one creativeit is recommended to use images of your product or brand. The image or photo format is ideal to add text with messages.

In addition to creativity, there are technical recommendations that can help you build your ads. Write them down so you don't forget

 

Video Ad Format

In most cases, video ads generate a positive result and greater user engagement. Video has the ability to explain the product or service throughout the content more quickly. the user understands what your company is selling in just a few seconds.

The dimensions for this ad format are very similar to banners, but instead of sending an image file, you send a video file.

Carousel ad format

The carousel format allows you to display up to ten images or videos in a single ad, each with its own link.

This format is great for e-commerce, as it features several products in the same ad. However, is not limited to this type of business and is also used by other segments.

Ad Format
Stories

Ads in Stories are displayed in full screen between posts of other users Instagram or Facebook users. Oi.e. at this point, they are competing for the public's attention with their relatives, friends and influencers.

To perform well, even in such a competitive space, we have a number of recommendations. 

Design recommendations

• File types: .mp4 or .mov (video)
• File types: .jpg or .png (photo)
• Leave about 14% (250 pixels) of the top and bottom of the video or image without text or logos to insert your CTA.

Technical requirements

• Maximum file size: 250 MB (video)
• Maximum file size: 30 MB (photo)
• Maximum video length: 60 minutes
• By default, images are displayed for five seconds
• Maximum recommended resolution: 1,080 x 1,920
• Recommended minimum resolution: 600 x 1,067

 

Messenger Ad Format

You can use the messaging format to interact in a direct with the public to get registrations, increase sales and answer questions.

The recommendation is communicate as personally as possible with your current or potential customers and add automated features. This way, you can scale up your service capacity.

Presentation

• Ads in the Messenger format are displayed in the initial chats tab of the mobile application.

Navigation

• The user will have access to detailed visualization with CTA
• Directed to the destination chosen during ad creation:
• Whether for the website, the app or a conversation with your business on Messenger

 

 

Ad Format Multimedia Presentation

This ad format includes more than one variation, such as videos that use movement, sound and text. In this way, the clips are light and help tell your brand's story in an engaging way.

Ad Format Collection

The collection format allows people to discover and browse the catalog and buy the products on offer. In this way, users can tap on your ad to find out more about a product and have a complete experience, from discovery to purchase.

Design recommendations

The cover image or video shown in the collection ad uses the first media asset of your instant experience.

 

Interactive Ad Format

With this ad format, you can get people to actually experience an interactive preview of your mobile app before downloading it.

This is an excellent strategy because you encourage people to download your app with a quick demonstration of how it works. Interactive ads are made up of three elements:

• Introductory video;
• Demonstration of the game;
• Call to action.

 

 

 

 

Instant Experience Ad Format

An instant experience is a full-screen destination to which a person is directed by tapping on the ad. Fast-loading and designed for mobile devices, this experience can be added to to almost any ad format.

To find out the specifics of each format, visit our post on Facebook ad formats. There you'll find detailed information such as file type, image and video ratio, recommended resolution, etc.

But which of these formats should I use? 

Before choosing which ad format to useknow that your commercial goals are correlated to the positioning strategies and ad formats you intend to use.

With the campaign objective in mind, think about which formats and placements will reach your audience and impact their experience on social media. The table below summarizes the ad formats and placements available for each objective.

To find out the specifications of each format, visit our post on Facebook ad formats. There you'll find detailed information such as file type, image and video ratio and recommended resolution.

The Best Creatives for Each Stage of the Marketing Funnel

Have you ever seen an ad on Facebook or Instagram with communication that seemed tailor-made for you?

It's very likely that this happened because the advertiser developed the creative at the right stage of the marketing funnel in mind. Thus, getting better use out of the campaigns, with exclusive communication for one of the stages of the funnel:

• Top of the funnel: Arouse the need for your product by showing the value of your brand;
• Middle of the Funnel: highlight your brand's differentials and that it solves the user's pain;
• Bottom of the funnel: Convince the user that your brand is the best choice by offering an extra benefit.

Watch the video below or check out our full article on The Importance of Having One Creative Per Funnel Stage to find out more.

5 Best Practices for Facebook Audiences

By segmenting the audience of interest in Facebook Ads you can add the likes and hobbies of the people you want to reach. This way, your ads will be targeted at those who might find your brand relevant.

But this is just one of the measures you can take to achieve good results by segmentation of your target audience.

In this article, we will list 5 good practices for targeting your audience that will change the game for your paid traffic.

1. Know Your Persona

Two strategies are effective for segmenting your audience: 

• Interests

For example, if your company sells sporting goods. A good answer would be to put the word "sports" as an interest, but just like you, thousands of companies will do the same.

So the tip is to go further with segmentation. Think like your persona and select common interests such as nutrition which, consequently, is linked to the sports world sports and countless other behaviors.

• Consumption

Your audience already consumes a number of products that are in categories related to yours. Back to sporting goods, what other products does your audience consume? Supplements are a good answer. 

Can you see how you have to think beyond your product category?

2. Use Audience Insights Data 

O Audience Insights is a Facebook tool that provides information and data about people who are connected to your page and who use Facebook in general .

You can use this tool to study your persona and identify possible improvements. Data such as listed below are some of the information the tool provides to users.

• Age;
• Gender;
• Level of education;
• Position;
• Relationship status.

Relevant information like this can be responsible for boosting your results even more and, above all, your return on ads.

3. Limit the Number of Interests

Are you in doubt about the ideal number of interests to include in audience segmentation? The answer is quite simple: there is no exact number, as everything will depend on your goal.

Bear in mind that the more interests you put in the "OR" segmentation, the broader your audience tends to be and, consequently, the more you will spend.

A campaign with a relatively low budget that is geolocated in Brazil, for example, reaches all states and cities. If you put too many interests, the campaign will bring in a dispersed audience and your chances of getting good results will be lower.

4. Discover Hidden Interests 

Facebook provides a wide range of interests, but not all of them appear in the platform's suggestions. Some of the interests are hidden and their names are only shown when entered correctly.

To find the hidden interests of Facebook Ads, you can type in the desired audience and click on "Suggestions" or use a specific platform, one we recommend is Connect.io. It offers solutions to various problems related to paid media on Facebook Ads.

5. Delete unwanted audiences

An important strategy in segmentation is exclusion. On the one handexclusion will limit your audience, but if applied wellit will improveyour audience even more-audience.

If a customer's average ticket is low, for example, you can exclude an audience that prefers high-value products in the country, such as consumers of luxury brands.

This exclusion will prevent you from wasting your budgetby reaching people who are a real potential buyer.

Optimization of Facebook Ads and Google Ads campaigns

Learn how to optimize Facebook Ads and Google Ads to get the most out of your ad spend. Check out the video below for the 6 main activities for implementing the following types of optimization:

1. Budget optimization;
2. Bid Optimization;
3. Exclusion of Segments;
4. Inclusion of Segments;
5. Ad Optimization;
6. Account optimization.

Automations to Optimize Your Facebook Ads Campaigns

To collaborate with your campaign improvement processes, Pareto has developed several Robotic Process Automations (RPAs) that increase productivity, guarantee more accurate results and save you time!

And what are RPAs? These intelligent automations complete operations such as interpreting codes, extracting data, triggering responses, communicating with other systems and carrying out various other actions automatically.

In short, they increase productivity, guarantee more accurate results and save you time! See below for a list of Pareto's main suggestions to win new customers on a large scale.

1. 360º Dashboard for Performance Agencies

Have you ever thought about how much time you spend tracking the investment in each paid media account? If your company is an agency, then this activity can take up hours of your day.

And you still run the risk of arriving on the 15th and discovering that the campaigns have spent almost the entire budget for the month, or arriving at the end of the month and discovering that a large part of the budget has not been invested.

With this in mind, Pareto has developed a Dashboard with a 360º view that allows you to quickly identify problems and opportunities for improvement for each account or client.

With Pareto 360º Dashboard, eon a single screen, you

• Access each client's projections;
• Tracks metrics by period;
• Visualize performance targets; 
• Customize the panel according to your needs.

And all this by filtering performance data by client, team or employee. That way, when you start the day, you know which customer is underperforming and which team needs help.

2. Omnichannel Budget Manager

Have you ever ended up spending above or below what was planned for your campaigns, thus compromising your monthly budget?

With Omnichannel Budget Manager from Pareto

you automate this process, saving time to carry out other tasks and reducing the chances of losing control of campaign budgets with excellent performance.

Let's explain how this RPA works.

• Select your paid media campaigns;
• Assign a criterion: objective, funnel stage, location or platform;
• Define the budget for the month.

Ready! Every day Tess, our Artificial Intelligence (AI), will analyze the performance of the campaign groups and adjust the budget automatically.

3. Optimization with just one click

Manually searching for and applying optimizations to Google Ads and Facebook Ads can consume your entire day. But the good news is that much of this work can be automated.

A Pareto One Click Optimizationperforms several analyses on paid media accounts in a matter of seconds, looking for optimization opportunities in each account.

After analyzing the data, Tess, our AI, selects the best opportunities and makes a list in card format. Finally, all you have to do is accept the suggestions and they will be applied automatically, saving you hours of manual work.

 

4. Paid Media Optimization for Qualified Leads

Have you ever optimized a lead generation campaign to maximize conversions, but not seen an increase in qualified leads as a result?

This is because paid media platforms do not offer a tool to determine what is a qualified lead or disqualified, as they consider both to be conversions.

With Pareto Qualified Leads Automation you can target your ads to the best audiences automatically. As aresult, youincrease the volume of qualified leads with the same budget.

Let Tess monitor the form on your site, automatically assign a score to each lead and send the score of qualified leads to paid media platforms - Google Ads and Facebook Ads - which then optimize campaigns for the leads most likely to become customers!

Conclusion

As you can see, the Facebook advertising platform offers numerous advertising options to boost your marketing results.

In this article, we explain everything from the structure of Facebook Ads campaigns to how Pareto can help you succeed with your campaigns. Remember that it's essential to carry out tests and validate mistakes and successes, and to constantly optimize your ad accounts.

Do you want our help to invest your resources effectively? Talk to our team to optimize your company's paid media management!