Sales Objective

Playbook
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How you’ll benefit

from this playbook

This playbook features Meta’s validated best practices to help

improve the performance of your future sales objective campaigns.

Here’s what you’ll find in this playbook

Advanced best practices for increasing ad performanc

Ad policy tips for small businesse

Additional tools and how to find support

 2

Advanced best

practices for

increasing ad

performance
Keep these tips in mind to help increase ad

performance, lower cost per action (CPA) and

find people most likely to be interested in your

business.

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Consolidate similar ad sets

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Combining similar ad sets and campaigns will help you

spend your budget efficiently and can reduce CPA.

C A M PA I G N C H E C K L I S T

Combine ad sets that have similar creative to help

get the results you need faster.

Avoid overlapping audiences.

Small businesses who used simplified account

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structure in their campaigns achieved an 18% lower

CPA, on average, compared to campaigns that did

1
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not.

Learn more about consolidating ad sets.

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 ad targeting with
3
Combine bro

Custom Audiences

Use the latest targeting recommendations from Meta,

proven to increase results.

C A M PA I G N C H E C K L I S T
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Use broad targeting of at least 2 million people and turn

on Advantage detailed targeting if your business has a

narrowly-defined audience.

When using both lookalike and Custom Audiences,

include a broader audience in your ad sets and turn on

Advantage campaign budget to maximize conversions.

Sm all businesses who used broad targeting in their

campaigns, which is location, age or gender targeting,
achieved a 12% lower CPA, on average, compared to
campaigns that did not use broad targeting.2

Learn more about broad targeting strategies.

Use mobile-friendly video

Many of your customers browse Facebook and Instagram on

their mobile phones. By using mobile-friendly videos in your

ads, you can reach a wider audience and drive engagement

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for your business.

C A M PA I G N C H E C K L I S T

9:16
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Make sure your video is vertical, not horizontal, and film in

a vertical aspect ratio, like 9:16, for Reels and Stories.

Experiment with audio by using original sound or royalty-

free music.

Capture attention with your brand or key message in the

first 3 seconds.

Add a video to your image-only campaigns. Mixing static

and video assets together in the same ad set can ensure

your campaigns will be seen in the right placements.

Small businesses who used mobile-friendly creative achieved

a 12% lower cost per web conversion, on average, compared

3
to campaigns that did not use mobile-friendly creative.

Get more creative guidance from small

businesses like yours.

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Use the A/B testing tool in Meta

Ads Manager
A/B Test Create A/B Test

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An A/B test compares two versions of your ad to
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determine which performs best, so you can identify

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winning strategies and improve future campaigns.

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Fresh cuts
Experiment with variables such as the creative, call-

to-action or audience to understand what works.

Only test one variable at a time, so your test results

are conclusive and clear.

Run tests for at least 2 weeks.

Small businesses who ran an A/B test saw a 30%

decrease in cost per result with winning A/B tests

4
compared to losing ads.

Learn more about Meta’s A/B testing tool.

Use the Conversions API

The Conversions API is an ad targeting optimization

tool that is less dependent on browser technologies

than the Meta pixel. It can help both improve your

performance today and safeguard your performance as

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future.

C A M PA I G N C H E C K L I S T

Use the Conversions API alongside the pixel, which

will help the delivery system decrease your CPA and

deliver more personalized ads.

Learn how to set up the Conversions API.

1Source: Internal meta data. Based on the CPA performance for 200,000 web conversion campaigns run by small businesses between 2021-08-01 and 2022-03-25.

2Source: Internal meta data. Based on the CPA performance for 200,000 web conversion campaigns run by small businesses between 2021-08-01 and 2022-03-25.

3Source: Internal meta data. Based on the CPA performance for 200,000 web conversion campaigns run by small businesses between 2021-08-01 and 2022-03-25.

4Source: Facebook internal data. Based on the median performance difference of 747,000 A/B tests ran in 2019.
Ad policy tips
5

for small
businesses
To help you avoid an ad rejection or account
restriction, we’ve pulled together ad policy best
practices, which highlight common violations that
your business should be aware of.

Only use image, video and audio assets

that you have the rights to
Learn more about our Third Party Infringement policy.

Don’t assert or imply personal attributes

Personal

attributes This includes direct or indirect assertions or implications about a

person’s race, ethnicity, religion, beliefs, age, etc. in any part of
the ad. This applies to your copy, image, video, captions, stickers
Personal

health
or emojis. For example, do not use “you/your” to reference a
personal attribute.

Learn more about our Personal Attributes policy.

Accurately describe the service provided

Nonexistent

functionality by your business

Set realistic expectations about what clients can expect about
the process and outcomes. Don’t include misleading claims or
statements in any part of the ad. Ads must not contain promises
or suggestions of unrealistic outcomes for health, weight loss or
economic opportunity. For example, do not use claims of cures
for incurable diseases.

Learn more about our Unrealistic Outcomes policy.

 Ads must not contain profanity, or 6
incorrect grammar and punctuation
Symbols, numbers and letters must also be used properly.

Learn more about our Grammar & Profanity policy.

Click here for more information! Ads should not represent any of Meta’s brands in a
way that makes it the most distinctive or
prominent feature of the creative
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Meta’s brand assets should not be modified in any way, such as
by changing the design or color, or for the purpose of special
effects or animation.

Learn more about our Brand Usage in Ads policy.

1K 20 comments 10 shares Make sure your landing page functions properly

with no 404 error
Landing pages are evaluated using similar standards as ads, and
your images, videos and text must comply with Meta’s
Advertising Standards.

Navigating an ad rejection
There are two options for navigating a rejected ad:

Edit and resubmit Request another review

You can edit the ad content to comply with our Log in to your ad account and navigate to Account
policies by going to your preferred ad creation Quality. Then, select the ad(s) you believe were
interface, such as Ads Manager, and uploading a incorrectly rejected and select Request Review.
new image or changing the text in the ad.
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Navigating an advertising restriction
If you believe your Business Account or any associated ad account, user account or Page was
incorrectly restricted, you may be able to request a review of the decision in Account Quality.

Step 1 Log in to your account and navigate to Account Quality.

Step 2 From the Account Issues tab, select the restricted account, user
or Page, and select Request review from the “What You Can Do
Section.”

Step 3 Select the reason why you are requesting a review and submit
the request.
Additional
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tools and how

to find support

nEW

Brooklyn Blooms Save time with Tailored campaigns

Efficiently create ads with Tailored campaigns—our new campaign setup
in Ads Manager, preloaded with optimal settings and backed by Meta’s
most advanced ad technology. Simply choose the sales objective. Then,
we’ll preload your campaign with the right settings to help achieve your
Preset campaign settings
goals.
Campaign objective

Bid strategy
Learn more about Meta’s new Tailored campaigns.
Advantage+ placements

Optimization for ad delivery

Meta Marketing Pros are here to help

You may be eligible to speak with a Meta Marketing Pro. Meta Pro Team
offers personalized ad strategy guidance to help businesses like yours
reach their full potential, at no cost.

Learn more and see if you qualify to speak with a Meta

Marketing Pro today.
Congratulations!

You’re ready to

hit publish.

Still have questions? Visit meta.com/business for education and resources to

help you meet your advertising goals.