2024 Updated Guide

Meta Ads Checlist

This checklist is designed not just to help you set up your Facebook Ads but to perfect them. This guide offers more than the standard setup instructions found across the internet. If your Facebook Ads are operational, this checklist aims to refine and elevate their performance with targeted enhancements. Embrace these advanced tips to truly excel in your advertising efforts! 😊

Table Of Contents
Strategy & Objectives

1.What’s the Game Plan?


What’s the campaign goal? Imagine you’re a coach plotting the season’s playbook. Each part of the funnel is a phase in your game—Top of the Funnel (TOF) is like the season opener, capturing new fans; Middle of the Funnel (MOF) engages them with thrilling plays; and Bottom of the Funnel (BOF) is the championship where you convert them into loyal supporters. By aligning your campaign objectives with these phases, you ensure that your marketing efforts are as targeted and effective as possible. For instance, a TOF campaign might focus on broad awareness through viral content, while a BOF strategy could zero in on retargeting with special offers to close the sale.


2.Who’s Your Audience, Really?


Think of this like being at a masquerade ball. Your goal is to find the guests who’ll love your story. Start by painting a vivid picture of who they are—age, interests, habits. Then, craft messages that speak directly to them. If you’re selling eco-friendly products, your audience might be young, environmentally conscious consumers who respond well to campaigns highlighting sustainability. An enticing offer for this crowd could be a limited-time discount on their first purchase if they subscribe to your newsletter, effectively turning casual browsers into committed buyers.


3. Spy Games—What Are the Others Up To?


It’s like being a detective in a mystery novel. Use Facebook’s Ads Library to uncover the strategies of your competitors. For example, if you’re in the fashion industry, look at how top brands craft their ads during fashion week. Are they using celebrity endorsements, customer testimonials, or behind-the-scenes footage? Analyzing these can inspire your own creative approaches, perhaps leading to a campaign that combines influencer endorsements with user-generated content to boost authenticity and engagement.


4. Leverage Existing Goldmines of Data


This is akin to being a gold miner sifting through streams of data to find nuggets of actionable insights. Start by identifying your best-performing pages through Google Analytics. Perhaps your ‘How-To’ guides have the highest engagement rates, suggesting that educational content resonates with your audience. Use this insight to direct more PPC traffic to these guides, enhancing them with calls to action that encourage further interaction, like signing up for more detailed courses or exclusive webinars. This strategic use of existing data not only optimizes your resource allocation but also enhances the relevance of your campaigns to your target audience.



5. Full-Funnel Strategy Examination:

At the top of the marketing funnel, reaching out to potential customers who may not be familiar with your brand is crucial. Strategies such as lookalike and interest-based targeting are effective for this, especially broad audience targeting which connects your products with users interested in similar items but who haven’t visited your site yet. For example, Nike might employ broad targeting to engage over two million users by incorporating location and demographics, while excluding those who have recently purchased.

When it comes to creative strategies for these top-of-funnel prospects, engaging content that requires no prior brand knowledge is key. Nike, for instance, could utilize engaging video content in their ads to introduce a new sneaker line. The use of dynamic video content helps capture attention quickly, and when paired with a concise product description and a gallery of products, it effectively supports product discovery and brand introduction to new potential buyers.


6. Prospecting:

This initial stage is all about making introductions. Employ lookalike audiences and general interest targeting to reach people who haven’t interacted with your brand before. Use engaging formats like video or carousel ads which can capture attention and facilitate easy retargeting based on viewer interactions. For instance, a video ad can introduce your brand’s mission and values, attracting viewers who resonate with your message.



Here, you deepen the initial connection made during the prospecting phase. Utilize custom audiences created from earlier engagements—such as video watchers or social media interactors—to bring people who are already somewhat familiar with your brand closer to making a purchase. This stage is about reminding them of their initial interest and nudging them towards your website.


8. Retargeting:

Now focus on those who have shown a higher intent by visiting your website or engaging with specific product pages but haven’t made a purchase yet. Create custom audiences for retargeting these potential customers, using dynamic product ads to show them exactly what they looked at or added to their cart. For example, if someone added a pair of shoes to their cart, retarget them with those exact shoes and perhaps a special offer to seal the deal.


9. Retention:

After a purchase is made, your goal shifts to keeping that customer coming back. Use the data from their purchase history to serve ads that cross-sell or upsell related products. For instance, if a customer bought a smartphone from your store, retarget them with ads for compatible accessories like cases or earphones. Dynamic product ads can automate this process by showing relevant products based on the customer’s past purchases.

Optimizing Ad Creatives Across Formats


10. Creative Performance Analysis:

It’s vital to evaluate how your ad creatives are performing across various metrics such as click-through rates (CTR), engagement, and video views. Developing effective creative content is crucial, especially for video ads, which require significant resources and time. Consider creating multiple versions of videos with minor variations in elements like text and color to maximize resource use and test effectively across different campaigns.


11. Rapid Video Editing Tools:

Utilize tools like Biteable or Promo to quickly edit and iterate video creatives. These can significantly reduce the time and cost associated with video production, allowing for rapid testing and adaptation.


12. User-Generated Content (UGC):

Incorporate UGC in your ads to enhance authenticity and trust. Utilizing customer reviews, images, and videos can increase engagement and performance, especially when these elements highlight real customer experiences with your products.


13. Social Proof Integration:

Deploy ads that feature social proof, such as customer testimonials or user reviews, in both image and video formats. This is particularly effective in the middle and bottom of the funnel (MOF/BOF), where trust and credibility can significantly influence consumer behavior.


14. Optimizing Video Formats:

Leverage the 4:5 vertical video format for mobile feeds on Facebook and Instagram to maximize screen real estate and improve engagement metrics like CTR and cost-per-click (CPC).


15. Square Video Usage:

Ensure that you have high-quality square videos (1080 x 1080) for versatility across various ad placements, enhancing the visual appeal and consistency of your campaigns.


16. Ad Placement Adaptation:

Adapt your creative dimensions specifically for each platform and placement, especially for formats like Facebook and Instagram stories, to avoid poor presentation and engagement.


17. Exploring Ad Formats:  

Experiment with different ad formats like collection ads and Canvas ads, which can offer dynamic and immersive experiences, particularly useful in eCommerce contexts.


18. Lead Generation Ads:

Test Lead Gen ads for their efficacy in generating high-quality leads, especially in B2B or high-intent contexts. These ads can be optimized with compelling lead magnets like ebooks and seamlessly integrated with CRM systems for better lead management.


19. Audience Network Considerations:

When utilizing the Audience Network, ensure that your creatives are optimized for varied placements across apps and publications to maintain brand integrity and effectiveness.

Tracking & Analytics


20. Pixel Installation and Testing:

Is your Facebook Pixel set up correctly? Use tools like the Facebook Pixel Helper to ensure it’s firing on all necessary pages and capturing essential events. Proper installation is crucial for tracking conversions accurately.


21. Advanced Auto-Matching:

Have you enabled advanced auto-matching in your Facebook settings? This feature enhances attribution accuracy and increases the size of your custom audiences, which can lead to better campaign performance and lower cost-per-lead.


22. Event Tracking:

Are you utilizing standard or custom events for your tracking needs? Standard events cover common actions recognized by Facebook, making them easier to implement with platforms like Shopify. Custom events offer flexibility for tracking unique actions not covered by standard options.


23. On-Page Tracking Tools:

Have you explored Facebook’s on-page testing tools for tracking events like button clicks? Access these tools via the Events Setup Tool in your Business Manager to refine your tracking setup.


24. Conversion Tracking:

Are you balancing the use of custom conversions and standard events effectively? Custom conversions are easier to set up but may not provide detailed insights for complex e-commerce setups, whereas standard events offer granular tracking but require more technical setup.


25. Facebook Analytics:

Are you fully leveraging Facebook Analytics? Many businesses fail to set this up effectively, missing out on valuable insights into user behavior, revenue reporting, and more.


26. Holistic Analytics Approach:

Beyond Facebook, is your overall analytics strategy comprehensive? Ensure your tracking across platforms like Google Analytics aligns with Facebook data, taking into account different attribution models to get a complete view of your campaign performance.

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Happy to Help!

I hope you find my free resources helpful. 😊 Feel free to reach out if you ever want to discuss growth and marketing, or if you have any questions. I’m always here to chat! 😊