Facebook Ads
Toolkit
Hi there,
Thank you for downloading Galactic Fed’s Guide to Facebook Ads.
We’ve prepared it with 4 key goals in mind:
Help you better understand Help you track and
how to run Facebook ads analyze results to inform
efficiently future campaigns
Help you audit and Help you find a trusted
+
optimize your campaigns paid media partner to
achieve new business
heights
Here’s what you’ll find here:
Facebook Ads Audit Checklist and the most common issues solved
to help you put your current efforts under the microscope and identify opportunities
Facebook Ads Guides to introduce a few key concepts and level up your
understanding of Meta ads
Facebook Ads Cheat Sheet to help you further optimize your ads
and lower CPC
Facebook Ads Copy Template to help you keep track of your ads
and make sure they follow the requirements
Facebook Ads Glossary to ensure you speak the same language as
your email marketing partner and/or resources you find online
Facebook Ads Best Practice Examples to inspire you to cre-
ate a killer ad of your own
List with Facebook Ads resources to take your efforts one step
further
Alright, let’s get the most out of
your paid media budget
BUCKLE UP!
1
Facebook Ads Audit Checklist
Facebook ads have a complex mechanism, and every single aspect must be optimized and
implemented. Otherwise, you will be spending way more than you could have.
Before working with a new client, we conduct a 360-degree audit of their account to see how
things could be improved. Before you start optimizing your campaigns, you should do that too.
There is no 100% “perfect” way to run Facebook ads, but there are a handful of best practices
to implement:
Are prospecting Are there different Is the FB pixel
1 & retargeting split 2 objectives per 3 installed? On every
into two separate campaign/funnel page? Does it look
campaigns, with stage? like it’s tracking
specific messaging & results properly?
creative for both?
Is it clear what the Are URLs working? Is budget
4 product/service is 5 Do they contain 6 optimization set
and what action UTM parameters to CBO?
people should take? for tracking?
Is the prospecting / Are broad targeting Are audience lists
7 retargeting budget 8 and Interests 9 being used? Are
split 70 / 30 for for all relevant they aligned to the
new campaigns/ topics included in campaign objectives?
accounts? the Prospecting
campaigns?
Are retargeting Is the creative Are lookalike
10 audiences being 12 optimized for 13 audiences being
broken out by days Facebook? properly used?
expired? Is the video no longer
than 15s?
Does the video have
Is the messaging
sound? 14 different per funnel
Does the video have
stage?
Are all relevant captions?
11 formats being Is there a strong CTA?
used (video, static, Does the video
carousel)? open and close with Is Conversions API
the brand logo?
15 set up?
(bookending)?
If anything is off, prioritize fixing the issues before launching your campaign to ensure
maximum performance. 2
Facebook Ads Guides
We want to talk about many things here but don’t want to overwhelm you. So here are 7
essential mini-guides to help you get started.
Once you get more familiar with these basic concepts, continue to build on to become a true
Facebook ads expert!
1. Available Campaign Objectives
Awareness - introduce Traffic - bring more Engagement - get more
your business ideas visitors to your website attention to your posts
Leads - collect data App promotion - take Sales - generate sales and
for further outreach your app out there other conversions
2. Bid Strategies
Spend-based bidding
Set the budget and let Facebook do its magic
Highest volume - get as many results as possible (e.g. get as
many sales as possible)
Highest value - prioritize higher value (e.g. get fewer sales
but of higher order value)
Goal-based bidding
Set your goal and let Facebook do its magic
Cost per result goal - strive to keep a consistent cost of the
desired action
ROAS goal - aim to get a desired return on ad spend over the
course of the campaign
Manual bidding
When you know exactly what you’re doing
Bid cap - manually set a max bid across auctions
3
3. Meta Learning Phase
Every new ad/ad set you create must go through a learning phase when the Meta ads delivery
system learns more about the best people and places to show the ad.
It usually takes around 50 optimisation events (conversions) a week to exit the learning phase.
Here are 3 best practices for graduating asap:
Don’t edit your ads/ad sets/campaigns - this may reset the learning phase
Don’t too many ads at the same time - this will slow down the learning
Don’t under/overspend - this could confuse the delivery system and lead to inaccurate
results
Learn more here.
Pro tip:
If you aren’t getting 50 conversion a week, try to either combine lower-spending campaigns or
optimize for higher-funnel conversions (e.g. add to carts instead of purchases) to have a better
chance of exiting the learning phase.
4. Facebook Pixel
To correctly track events/conversions that happen on your website (and, for example, set up
retargeting ads), you need to have Meta Pixel installed. It’s a piece of code that creates a link
between your website and your Meta Business account.
It’s very easy to set up:
1. Go to your ads account and select Events Manager
2. Click a green + button prompting to install the Pixel
3. In Connect Data Sources click Web -> Meta Pixel -> Connect
4. Add your Pixel name and website URL
5. Click Continue
6. Install Meta Pixel on your website (exact instructions will depend on the setup option)
7. Download the Meta Pixel Helper to ensure optimal performance and tracking
4
5. Special Ads Category
Special Ads Category refers to four big Some of the restrictions may depend on the
business niches that are subject to certain product and targeted markets, but here are
restrictions: the most common ones:
Credit Age
Employment Gender
Housing Location
Social issues, elections, or politics Exclusion targeting
Lookalike audience
Saved audiences
If you fall under any of these Categories, make sure that Meta is the optimal platform to spend
your paid media budget - these restrictions may lower the effectiveness of your campaigns.
6. UTM Parameters Guide
UTMs (Urchin Tracking Modules) turn the links in your campaigns into tracking devices that
gather valuable insights for further campaign optimization.
When it comes to Meta Ads, they would usually consist of 3 key parameters:
Utm_source - the source of the traffic. So, if you run Meta ads, it’ll be utm_
source=facebook or utm_source=meta or something like that. Trust us, UTMs naming isn’t
the place to get all creative…
Utm_medium - the type of marketing channel. In your case, it’ll be utm_medium=ads or
utm_medium=cpc or something.
Utm_campaign - the active campaign where you published the link. It can be utm_
campaign=spring_sale or utm_campaign=free_Meta_audit or whatever can help you
easily understand what campaign the data is referring to.
You can set up these parameters directly on Meta Ads Manager on Ad level - just click “Build a
URL Parameter” under “Website URL”. Learn more about the process on Meta.
7. Best AI Tools
There are hundreds (thousands?) of AI tools that could help you get more efficient with your
Meta ads, but here are some of our favorites:
1. AdCreative - AI-generated ads for various platforms
2. Designs - all-in-one visual AI ad creator
3. Trapica - analytics and optimization
4. Cortex - examine the performance of your paid ads
5. Phrasee - optimized ad copy creator
6. ChatGPT - strategy, brainstorming, and optimization recommendations
5
Facebook Ads Cheat Sheet
If you have run Facebook ads before, you must have heard about Meta Quality Rankings.
Basically, they indicate how your ad compares to other advertisers who are competing for the
same audience as you.
There are 3 metrics:
Ad Quality Ranking
Engagement
Rate Ranking
A ranking of your ad's
expected engagement
rate. Engagement
includes all clicks, likes,
comments, and shares.
Quality Conversion Rate
Ranking Ranking
A ranking of your ad's A ranking of your ad's
perceived quality. Quality is expected conversion rate.
measured using feedback Your ad is ranked against
on your ads and the ads with your optimization
post-click experience. goal that competes for the
same audience.
The score gives you an idea of whether there’s room for optimization. We’ve had cases where we
(and our client) were already happy with the cost per click/action but then saw “Below Average”
on Meta’s report. In most cases, further optimization led to a decrease in CPC/CPA.
We prepared a Cheat Sheet for you with optimization tips - duplicate it here. If you ever notice
“Below Average” on your Meta Ads, you’ll find a solution there.
6
Facebook Ads Copy Template
Duplicate it here
It is rare (and not recommended) to run only one ad at a time. That’s why you want to keep track
of all your creatives.
Our template will help you stay organized and within copy requirements - you know how strict
Meta is.
You’ll find all the instructions you need in the sheet. Have fun crafting your copy!
P.S. We also recommend checking out Meta’s specs for all available ad types.
7
Facebook Ads Glossary
Duplicate it here
Instructions:
In this glossary, we’ve compiled all the key terms you’re likely to come across while running ads
on Facebook. The difference between Custom Events and Standard Events may puzzle you now,
but it’s crucial to understand the capabilities of the platform to optimize your ROAS (another
term you should know!).
Feel free to add your own entries as you expand your paid media expertise - this is your personal
glossary copy.
8
Facebook Ads Best Practice
Examples
Before you start smashing your own Meta ads, we wanted to share a few of our favorite ads we’ve
created for our clients as a little inspiration.
Need more inspo? Check out Meta Ad Library to see active ads running right now.
9
Facebook Ads Resources
How to Get Started with Facebook Ads
Five Ways to Create a Facebook Ad that Stands Out
The Facebook Pixel: Why Your Business Needs it Now
Five Ways You’re Losing Money on Facebook Ads
5 Winning B2B Facebook Ads Strategies to Inspire You
22 Proven Facebook Ad Strategies for the Finance Industry
Is Boosting My Meta Ad the Same as Running a Paid Ad?
Yes, Facebook Lead Ads Work! Here’s How Galactic Fed Did It
9 AI-Powered Tools for Paid Media
Digital Marketing Trends 2023
We hope this guide helps you significantly
optimize your Facebook ads spending and
drive more conversions - just like we have for
over 300 clients. If you have any questions,
don’t hesitate to reach out.
You can also start by getting a free Facebook
ads marketing plan from us - no strings
attached!
Good luck!
Galactic Fed
10
