Basic info:
AOV = $25S, spend = $7.2k Revenue = $44k Initial target (set by client) = 3.00
Ads manager ROAS = 6.21
What we’ll cover today:
- STATIC TESTING
- SCALE TESTING
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MASS-DUPE SCALING
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STATIC TESTING
INITIAL CAMPAIGN SETUP
Budget: 1x Target CPA (ABO)
No. of Ad Sets (4-9)
Bid: Auto Bid
Ads per Ad Set: 3
Ads: 1-2 Images + 1-2 Videos + 0-1 Carousel
TARGETING
BOF – Product Visitors (180 days)
MOF – 75% Video Views of all Product Specific Videos
TOF – 1% LAA Product VisitorsTOF – 1% LAA Category Visitors {Optional}
TOF – 1% LAA 75% Product VV1 or 2 Interest(s) with proven past results for the product
DAY-3
Adsets with ROAS < Target ROASReduce the budgets by 25%
Adsets with ROAS >/= Target ROASIncrease the budgets by 25%
DAY-5
Adsets with ROAS < Target ROASReduce the budgets by 40%
Turn off bad performing ads (Spent > 2x Target CPA)
Identify low spending ads (> 1x Target CPA) and make 1x dupe adset with just 1 ad
Adsets with ROAS >/= Target ROASIncrease the budgets by 40%
Turn off bad performing ads (Spent > 2x Target CPA)
Identify low spending ads (> 1x Target CPA) and make 1x dupe adset with just 1 ad
DAY-7
Adsets with ROAS < Target ROASTurn off adsetAdsets with ROAS >/= Target ROASMove to Bid testing
ADDITIONAL OPTIMISATIONS
In case of a video ad, test 3 thumbnails in a separate adset and identify the winning thumbnail
If 1% LAAs show results, expand to 3%, 5% and 10% LAAs on individual adsets (Similar to above mentioned)
BID TESTING
PART 1: Identify a targeting & creative comboDupe 8x into a new campaign (ABO budget: 2x CPA)
4 ad sets – Cost cap
Bid 1 – 1.11x CPA
Bid 2 – 1.23x CPA
Bid 3 – 1.37x CPA
Bid 4 – 1.52x CPA
4 ad sets – Bid cap
Bid 1 – 1.68x CPA
Bid 2 – 1.87x CPA
Bid 3 – 2.08x CPA
Bid 4 – 2.30x CPA
See if these bids start spending enough.
If not increase the bids 5% daily until the daily amount spent > 10% of budget i.e. assume your budget is $100 you want to spend a minimum of $10 daily consistently.
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SCALE TESTING
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Find 3-10 combinations (winning ad, targeting and bids) into a CBO campaign
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Budgets roughly 25x-100x Target CPA
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Don’t expect the whole budget to spend.
Probably 10-20% spend is good. -
Expect few of these combinations to falter at this stage
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Winning combinations move to scaling phase
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MASS-DUPE SCALING
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Duping the winning combinations 25x into a CBO
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Dedicated CBO for each combination
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Budgets roughly 75x Target CPA for each CBO
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Increase ad sets to 50 (all dupes) & make it accelerated delivery, if it’s working
submitted by /u/Magazine_Infinite
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