# Facebook Ads Strategies for 2020: Top Tips and Best Practices

If you’ve ever run a Facebook ad, you know the feeling—throwing money at the platform and praying it sticks. Sometimes it works. Sometimes you’re left staring at your analytics, wondering where it all went wrong. 2020 was a wild year for Facebook ads, with shifting algorithms, new features, and audiences behaving differently than ever before. But here’s the thing: the businesses that crushed it didn’t just rely on luck. They had a strategy.

Whether you’re a small business owner, a marketer, or just someone trying to get better results from your ad spend, this guide breaks down the top Facebook Ads strategies that worked in 2020—and still hold up today. No fluff, no vague advice—just real tactics that drive clicks, conversions, and sales.

## Why Facebook Ads in 2020 Were Different

Before jumping into the strategies, let’s talk about why 2020 was a unique year for Facebook advertising. The pandemic changed everything—consumer behavior, ad costs, even the way Facebook’s algorithm prioritized content.

– **Ad costs dropped (then spiked).** Early 2020 saw a temporary dip in CPMs (cost per thousand impressions) as many advertisers pulled back. But by mid-year, competition was fierce again.
– **Audiences were glued to their phones.** With more people at home, screen time skyrocketed—making Facebook ads even more powerful for the right businesses.
– **E-commerce exploded.** If you were selling online, 2020 was your year. Facebook ads became a goldmine for stores that knew how to target correctly.

The businesses that won didn’t just run the same old campaigns. They adapted. Here’s how.

## 1. Hyper-Targeted Audiences (Beyond Just Interests)

Gone are the days when you could target “people who like shopping” and expect great results. Facebook’s algorithm got smarter, but so did competition. The best advertisers in 2020 used layered targeting to narrow down their audience precisely.

### How to Do It Right:
– **Stack interests and behaviors.** Instead of targeting “fitness enthusiasts,” layer it with “recently engaged in home workouts” or “purchased fitness equipment online.”
– **Use lookalike audiences (but smarter).** A 1% lookalike of past buyers works, but try excluding existing customers to avoid wasted spend.
– **Retarget with dynamic ads.** If someone viewed a product but didn’t buy, hit them with a carousel ad showing that exact item plus similar products.

## 2. Creative That Actually Stops the Scroll

Facebook’s feed is crowded. If your ad looks like every other post, it’s getting skipped. The top-performing ads in 2020 used one (or more) of these hooks:

– **Problem/Solution framing:** *”Tired of your makeup smudging by noon? This setting spray keeps it flawless all day.”*
– **User-generated content (UGC):** Real customers using your product outperforms polished studio shots.
– **Short, captioned video:** Videos under 15 seconds with bold text overlays kept attention better than long-form content.

### Pro Tip:
A/B test different thumbnails for video ads. Sometimes a single frame makes the difference between a scroll-past and a click.

## 3. The Right Offer at the Right Time

2020 was all about urgency and value. Discounts worked, but only if framed right:

– **Limited-time offers:** “48-hour flash sale” outperformed “10% off this month.”
– **Bundle deals:** Instead of pushing one product, offer a package (e.g., “Buy 2, Get 1 Free”).
– **Free shipping thresholds:** “Spend $50, get free shipping” increased average order value.

## 4. Campaign Structures That Maximize Budgets

Wasting money on the wrong campaign type was a common mistake. Here’s how the pros structured their funnels in 2020:

– **Top of funnel (TOFU):** Broad interest targeting with engaging video or carousel ads. Goal: Awareness.
– **Middle of funnel (MOFU):** Retargeting website visitors or engagers with testimonials or demo videos.
– **Bottom of funnel (BOFU):** Retarget cart abandoners with a discount or scarcity message (“Only 3 left!”).

### Budget Allocation Tip:
– 50% to retargeting (MOFU/BOFU)
– 30% to prospecting (TOFU)
– 20% to testing new audiences/creatives

## 5. Leveraging Messenger Ads for Higher Conversions

One underused tactic in 2020? Messenger ads. Instead of sending users to a website, these ads open a chat where you can answer questions, offer discounts, or guide them to purchase.

**Why it worked:**
– Higher engagement (people are more likely to reply than click a link).
– Built-in retargeting (you can follow up with anyone who opened the chat).

## 6. Tracking What Actually Matters

Clicks and likes are nice, but sales pay the bills. The smartest advertisers tracked:
– **Purchase ROAS (Return on Ad Spend):** Not just add-to-carts—actual revenue generated.
– **Frequency:** If the same person sees your ad 10+ times without converting, they’re fatigued.
– **Outbound CTR:** Are people clicking your link, or just liking the post?

## Key Takeaways for 2020 (and Beyond)

Facebook ads didn’t get harder in 2020—they just required more precision. The brands that won:
– Targeted smarter, not broader.
– Used creatives that felt native to the platform.
– Structured campaigns to guide users from awareness to purchase.
– Tracked real business outcomes, not vanity metrics.

If you’re running ads today, these strategies still apply. Start with one, test it, and scale what works. Because in the end, Facebook ads aren’t about luck—they’re about strategy.

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**Want more?** Check out our deep dive on [Facebook Ad Creative Hacks] or [How to Retarget Like a Pro]. Got a burning question? Drop it in the comments—we answer every one.