First of all, thank you for all the support on my recent posts. It’s great to see people getting value and learning new things about Facebook advertising.
All the upvotes, comments, and PMs have really encouraged me to continue posting.
Unfortunately, due to the volume of questions I get, I can’t answer them all. I spend most of my energy on my agency and only have a limited amount of time to spend on responding to comments and PMs.
However, I decided to compile the 7 most common questions I get and answer them all at once.
1. What objective should I optimise for at my TOF?
I often stress the importance of optimising for purchase throughout the ENTIRE funnel. However, I still get people asking things like “Can I run a click campaign at the TOF to drive more traffic then retarget them with a conversion campaign later on?”. No. You will see more website traffic, and if you’re lucky, you may see a couple of purchases here and there. But, this campaign will just fill your pixel with low-quality data and when you retarget these visitors later on, your results will be minimal. Facebook targets people that are most likely to fulfil your objective and nothing more. 9/10 of these visitors will have a very low purchase intent.
The same principle applies to conversion campaigns that are optimised for ATC, the data will be low quality and although you will see lots of ATCs, purchases will be minimal. Your LLAs will also be affected by this low-quality traffic.
2. How many audiences and creatives should I be testing at once?
This very much depends on your budget. Generally, the more the better given that each ad set is allocated enough daily spend. Ideally, you should be testing at least 3-4 audiences at once as a minimum. Bigger ad accounts should be testing a lot more. I usually recommend fewer ad sets with more daily spend as opposed to the opposite.
When it comes to creatives, again, it depends on the budget. I think 3-5 per ad set is the ideal minimum. Creatives don’t have to vary greatly, it can merely be a variation in carousel order or a video edited slightly differently. It’s important to ensure all ad sets have the same creatives during the testing phase.
3. How long should I test new ad sets for?
5 days minimum. Don’t get over-emotional. Even if you’re unprofitable for a couple of days it’s important that you let the ad set run for the whole week. I also see the opposite often. People ask me how to scale after seeing an ad set get good results after 2 days. Anything less than 5 days is not a good indication.
4. If I’m selling ‘X’, who should I be targeting?
This is my least favourite question. People always ask me who they should be targeting to get the best results with their ads. There is no ‘right’ audience for any given product. This is why the testing phase is so important. Start with interests that are directly related to your product. If you’re selling surfboards, start by targeting people that are interested in surfing and brands related to surfing. After testing these audiences you can begin exploring secondary interests and get more creative with your testing.
5. What is the minimum budget you recommend for Facebook ads?
The answer to this question varies with the product, niche, brand etc. I work primarily with eCommerce stores and my posts relate mostly to this industry. Ads for local businesses generally require less ad spend and, depending on the business, I think $20/day is enough.
However, ads for eCommerce brands are much more complex and thus, require a larger budget. I think it’s important that you have established organic channels and proven your product before looking to Facebook ads. Too often, I see people with poorly made websites and unproven products looking to spend $5/day on Facebook ads to grow their businesses. Some products just won’t sell no matter how much you spend.
I generally recommend $10 – $20 per ad set as an absolute minimum. As mentioned, fewer ad sets with more daily spend each is preferable to more ad sets with less spend. I don’t like giving specific numbers as there are so many variables involved but the days of $5/day ad sets are gone.
6. Which metrics should I be looking at when determining the success of an ad set?
Assuming that you are optimised for purchase, ROAS and CPA are the most important metrics. It’s important that you don’t get distracted by CPC, CPM etc during the testing phase. A winning ad set is one that runs profitably by the end of the week. What ‘profitably’ looks like changes with every brand and so I can’t give an exact figure.
Sometimes there’s an issue with the landing page/purchase process and not the Facebook ads. If you’re optimised for purchases and you’re seeing a high CTR, and a low CPC and CPM, this is a strong indication that the issue lies outside of Facebook ads. There are lots of metrics and Facebook ads are complex, the aforementioned principle is merely a generalisation and every ad set should be evaluated according to your product, brand, and ad account.
7. My Facebook ads have tanked since IOS 14, what do I do?
This has become a very common question. There’s no single fix against IOS 14, it has just become much more important to structure your accounts the best you possibly can. First of all, ensure that all your tracking is set up correctly.
In my experience, IOS 14 has primarily exposed poorly structured ads. I often get people whose ads have tanked with IOS 14 asking me to take a look at their ad account. And when I do, there are many structural issues. Well ran ad accounts are still thriving post IOS 14, and those that have seen a dip in results since the update have adjusted their ads accordingly.
I understand that this response is quite vague, if you want to know how to structure your ads properly, look through my account as I have made a couple of posts recently addressing the issue.
I hope this post answers a lot of your questions. If you have more feel free to leave them below. I will try to respond to as many questions as possible.