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Performance Tips

Expert strategies to optimize your campaigns and maximize ROI

Getting Started Tips

Essential tips for new advertisers to set up successful campaigns

Start with Clear Objectives

Beginner

Define what you want to achieve before creating campaigns. Common objectives include: brand awareness, lead generation, website traffic, or direct sales.

5 min read
92% success rate

Set Realistic Budgets

Beginner

Start with ₦5,000-₦10,000 daily budget for testing. Minimum ₦1,900 required. Allocate 70% for proven audiences, 30% for testing new approaches.

3 min read
87% success rate

Test Multiple Variations

Beginner

Create 3-5 ad variations with different images, headlines, and calls-to-action. Run them simultaneously to identify what resonates with your audience.

4 min read
95% success rate

Pre-Launch Checklist

Verify your account is fully set up with complete profile information
Ensure sufficient balance (minimum ₦5,000 recommended for testing)
Prepare 3-5 different ad creatives (images/videos)
Define your target audience demographics and interests
Set clear campaign objectives and success metrics

Targeting Strategies

Advanced targeting techniques to reach your ideal audience

Location-Based Targeting

Intermediate

For local businesses in Nigeria, target specific cities or radius around your location. Lagos, Abuja, and Port Harcourt have the highest engagement rates.

6 min read
88% success rate

Interest Stacking

Advanced

Combine multiple interests to create highly specific audiences. Example: "Nigerian entrepreneurs interested in digital marketing and e-commerce."

8 min read
76% success rate

Device & Platform Targeting

Intermediate

68% of Nigerian users access Facebook via mobile. Optimize creatives for mobile viewing and consider time-of-day targeting for maximum engagement.

5 min read
82% success rate
Audience Size Matters

For optimal results, aim for an audience size of 500,000 to 2 million people. Too small (<100k) limits reach, too large (>5M) reduces targeting precision.

Targeting Type Best For Avg. CTR Cost per Click
Broad Interest Brand Awareness 1.2% - 2.5% ₦80 - ₦150
Niche Interest Lead Generation 2.5% - 4.5% ₦120 - ₦200
Lookalike Audience Sales Conversion 3.5% - 6% ₦150 - ₦250
Retargeting High-Value Conversions 5% - 8% ₦200 - ₦350

Creative Best Practices

Design tips for high-performing ad creatives

Visual Hierarchy

Intermediate

Place your brand logo in top-left corner, use contrasting colors for CTAs, and ensure text is legible on both light and dark backgrounds.

7 min read
91% success rate

Video Content Tips

Advanced

First 3 seconds are crucial. Add captions (85% watch without sound). Keep videos under 60 seconds for mobile optimization. Include branding early.

9 min read
84% success rate

Copywriting Essentials

Intermediate

Use emotional triggers, ask questions, include social proof, and create urgency. Keep primary text under 125 characters for mobile.

6 min read
89% success rate
Avoid Text-Overlay Penalties

Facebook limits reach for images with more than 20% text overlay. Use Facebook's Text Overlay Tool to check your images before running campaigns.

Budget Optimization

Smart budgeting strategies for maximum ROI

Daily vs Lifetime Budget

Intermediate

Use daily budget for ongoing campaigns, lifetime budget for specific promotions. Start with daily budgets for better control and learning.

5 min read
85% success rate

Dayparting Strategy

Advanced

Increase bids during peak hours (7-10 AM, 12-2 PM, 7-10 PM in Nigeria). Reduce or pause during low-engagement periods (2-5 AM).

8 min read
78% success rate

Budget Allocation

Intermediate

Allocate 60% to proven audiences, 25% to testing new audiences, and 15% to retargeting campaigns for maximum efficiency.

6 min read
90% success rate

Campaign Optimization

Techniques to improve campaign performance over time

Regular Performance Reviews

Beginner

Review campaign performance daily for first 3 days, then weekly. Look for patterns in CTR, CPC, and conversion rates by time of day.

4 min read
93% success rate

Audience Refinement

Advanced

Exclude audiences that don't convert. Create lookalike audiences from your best converters. Segment by device, location, and time of conversion.

9 min read
81% success rate

Automated Rules

Advanced

Set up automated rules to pause underperforming ads (CPC > ₦300), increase budget for high performers (ROAS > 400%), and send alerts.

7 min read
86% success rate

Analytics & Reporting

How to interpret data and make informed decisions

Key Metrics to Track

Beginner

Focus on CTR, CPC, Conversion Rate, Cost per Conversion, and ROAS. Industry benchmarks: CTR 2-5%, CPC ₦80-₦200, Conversion Rate 2-5%.

5 min read
94% success rate

Reporting Best Practices

Intermediate

Export data weekly for trend analysis. Create dashboards with key metrics. Compare performance across different audience segments and creatives.

6 min read
88% success rate

Data-Driven Decisions

Advanced

Use A/B testing results to inform creative decisions. Analyze cost per result by age, gender, location to optimize targeting.

8 min read
83% success rate
Pro Tip: Attribution Window

Use 7-day click attribution for most accurate conversion tracking. This accounts for users who click your ad but convert days later.