How to Beat Your Competitors’ Facebook Ads: 13 Optimization Strategies

Transcript

the first way to beat all of your competitors in Facebook ads is by optimizing on a different attribution setting so that while they're wasting money on the wrong ads you're spending money on the proper ads the first thing we're going to do is we want all of our attribution settings for all of our campaigns to be 7-Day click one day view the reason... Read More

Key Insights

• The recommended attribution configuration is a 7-day click and 1-day view window because it gives the pixel and campaigns broader information about people who are more likely to purchase quickly, while still allowing click-attributed and view-attributed conversions to be examined separately.
• Seven-day click results are the preferred basis for budget decisions because one-day view conversions may have been influenced by factors beyond the Facebook ad. Separating the two attribution types can reveal that a campaign appearing efficient overall is comparatively expensive on click-attributed purchases.
• A focused Ads Manager column set is designed to reduce distractions and expose operational mistakes quickly. Delivery, attribution setting, bid strategy, budget, amount spent, purchases, purchase cost, revenue, and purchase return on ad spend provide the central view needed for routine optimization.
• Outbound click-through rate measures whether people clicked an ad and continued to the website. Facebook can classify other interactions, including a like or a visit to an Instagram or Facebook profile, as clicks, so general click measurements may not represent website traffic.
• Secondary metrics are early indicators of future changes in primary performance. The account should be reviewed daily, weekly, and monthly, with particular attention to CPC, CPM, and frequency because persistent increases can precede lower return on ad spend and higher cost per purchase.
• Period comparisons are useful when no significant sale or major market change makes the periods fundamentally different. The transcript treats a 2.68% weekly change in cost per click and a one-cent CPM increase as insignificant, while recommending broader comparisons to identify sustained trends.
• Frequency is the average number of times each person sees an ad and should be reviewed over both 7-day and 30-day windows. For a 7-day view, the stated preference is four to five for retargeting and retention, and two to three for prospecting.
• Product selection affects advertising efficiency because not every item converts equally well. The recommended approach is to stop advertising weaker products, without necessarily discontinuing their sale, and scale spending into the products that work best instead of continually promoting the complete catalog.

Questions & Answers

Q: How should Facebook ad attribution settings be configured?

Set every campaign to a 7-day click and 1-day view attribution window. In Ads Manager, select “Compare attribution settings,” choose both windows, select all conversions for the conversion count, and apply the comparison.

Q: Why should Facebook ad budget decisions prioritize 7-day click results?

Click conversions are described as very likely to be directly attributable to Facebook ads, while 1-day view conversions may have been influenced by other factors. Separating the results can reveal that a campaign with a low overall cost per purchase actually has the highest cost per purchase from 7-day clicks.

Q: Which columns should be included in Facebook Ads Manager?

The recommended columns are delivery, attribution setting, bid strategy, budget, amount spent, purchases, cost per purchase, purchase conversion value, purchase return on ad spend, outbound click-through rate, cost per link click, CPM, impressions, reach, frequency, add-to-carts, and cost per add-to-cart. This focused view helps expose incorrect settings and supports routine optimization decisions.

Q: What does outbound click-through rate measure in Facebook ads?

Outbound click-through rate measures whether someone clicked the ad and continued to the advertiser’s website. General click figures can include other engagement, such as a like or a visit to an Instagram or Facebook profile, so they may not accurately represent website traffic.

Q: How should secondary Facebook ad metrics be monitored?

Review secondary metrics daily, weekly, and monthly, comparing the selected period with the previous period. Examine 7-day, 14-day, 30-day, 90-day, and year-to-date views because sustained increases in CPC and CPM can precede lower return on ad spend and higher purchase costs.

Q: What Facebook ad frequency is recommended for retargeting and retention?

For a 7-day window, the preferred frequency is four to five for retargeting and retention. Frequency should also be reviewed over a 30-day window to understand repeated exposure across a longer period.

Q: What Facebook ad frequency is recommended for prospecting?

Prospecting campaigns should generally have a frequency of two to three over a 7-day window. Over 30 days, a frequency of three to four can still be acceptable, while the broader goal is to avoid repeatedly spending on people who are not converting.

Q: How should advertisers decide which products to promote?

Concentrate advertising spend on the products that convert best instead of continually promoting the complete catalog. Weaker products do not necessarily need to be discontinued, but paid promotion for them should stop so more budget can be scaled into stronger products.

Summary & Key Takeaways

• Set campaigns to a 7-day click and 1-day view attribution window so the pixel receives broader conversion information. When making budget decisions, compare the attribution results separately and prioritize 7-day click performance. A campaign that appears efficient in combined reporting can have the highest cost per purchase when evaluated using click-attributed conversions alone.

• Create a focused Ads Manager column set containing delivery, attribution setting, bid strategy, budget, amount spent, purchases, cost per purchase, purchase conversion value, purchase return on ad spend, outbound click-through rate, cost per link click, CPM, impressions, reach, frequency, add-to-carts, and cost per add-to-cart. These metrics support faster, clearer decisions.

• Compare secondary metrics with the previous period across 7-day, 14-day, 30-day, 90-day, and year-to-date views. Rising CPC and CPM can precede declining return on ad spend and increasing purchase costs. Monitor frequency to prevent repeatedly spending on audiences that are not converting, and shift advertising toward the strongest products.