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Facebook Ads Testing - Part 2

Published on: December 7 2022 by Nick Peroni

Facebook Ads Testing - Part 2

Facebook Ads Testing - Part 2

okay Facebook Ads testing part tube
jumping right back game where we left
off
I want to we're gonna get into the
testing strategies there there's a lot
to it right there's a lot going on with
when it comes to testing as an
understanding the full spectrum of this
so we're gonna jump into that in a
minute and before we do I want to tok
about conversion ads versus page post
engagement ads all right now this is set
at the campaign objective level alright
so when you're here here's what I'm
toking about
there's the engagement campaign and
there's a conversion campaign okay and
and there's always like some question
about which ones you should use and and
how to use them
they both are different objectives
alright the engagement is designed to
get post engagement page likes people
basically to engage with whatever your
campaign is conversion is meant to drive
conversions based on what you select
right if you select the add the car
conversion the purchased conversion
Facebook is going to go out there and
look for people most likely to convert
here people Facebook is going to look
for most likely to engage now the idea
here is how do you use them both in your
marketing okay
I use both and all the smartest Facebook
advertisers I know also use both in
their advertising okay and I say this
and I want to make this abundantly clear
because I still see in the group people
ask this question should I use
engagement ads should I use should I use
conversion ask and you'll see a lot of
people that will tok about engagement
as a pointless and I just go straight
for conversion addison yes
right they're two different objectives
conversion as are what are going to
drive sales but engagement as still have
a lot of benefit okay and you should be
using both of them because engagement
ads drive engagement and that is what
Facebook is all about it involves to see
engagement on an ad it loves to see
engagement on you
Paige because it's about the user
experience and it doesn't necessarily
want people that are just trying to
drive purchases and not create
engagement on the platform engagement is
going to be rewarded by bringing your
CPM down across all your campaigns all
right so when you are creating a pad
okay it'll have a post ID and that post
ID can be used across multiple campaigns
so you could have an engagement campaign
and a conversion campaign so if you're
running an engagement campaign and a
conversion campaign to the same post ID
your engagement campaign is going to
naturally bring down the cost of your
conversion campaign at the same time
because that engagement is on the post
ID and the higher the engagement the
lower the cost per impressions alright
it's also going to create social proof
on the on the ad itself which does
matter okay it definitely matters that
social proof because people that see an
ad with you know lots and thousands and
likes and comments and shares like
that's going to create a natural
curiosity more of a natural draw for
people to interact with that ad based on
already seeing that existing social
proof it's kind of like a sign that this
is an ad that's worth checking out right
and it's also a way engagement objective
is a way that you can get more reach
okay you can get more reach on your ads
it can help also add some additional
sales so it's definitely something you
should be using in your market now where
or in your marketing now where does it
have a place as a place in the beginning
at the cold audience right remember all
the way back here we looked at awareness
okay this is where your engagement ad
has a place in helping create awareness
and helping create audiences but you can
then retarget with conversion campaigns
all right now again when you see testing
strategy I start out with conversion
campaigns as well alright and I start
out optimizing for purchased but it
it doesn't mean that I don't run
engagement campaigns alongside those
conversion campaigns because I do and I
think that there's a lot of good reason
for do that now testing when you know
what you're selling all right I want to
tok about this first remember I said
there's two different types of testing
ideas so when when you know what you're
selling this is how I would start my
testing strategy okay I would start one
engagement campaign to test right before
I even moved into the conversion
campaign I would start one engagement
campaign because remember this is a
longer-term strategy right so generally
when you're you're gonna see the
difference I'm jumping ahead here but
when when people are testing for
conversion campaigns right away it's
because you're looking for early signs
of a winning product right away but you
already know your product so you're not
looking for a winning product you're
looking right now to find winning
creatives that are gonna perform the
best on that product right and so that's
why I would start with an engagement
campaign and then I would create three
ad sets for the most likely audiences
okay whatever whatever like the broad
level could be so if it's a say your
product is a juicer right you invented
like a new juicer then and you could go
with more audiences if you wanted to but
at this level right my goal is to be
testing the creatives that's the point
here okay
so I would take three audiences that
might be in like you know kitchen and
fitness and cooking okay
and then I would test three ad creatives
her audience and the ideas we are
testing the creatives you already know
the product and you should already know
your audiences from the research right
you should know the three most likely
audiences so in this case you're trying
to now in early on on what your best
performing creative is going to be okay
you get that like you know what your
product is okay so you're not chasing a
winning product here you know what your
product is and you know you who you're
on
azar so you're not you're not like there
shouldn't be too much confusion about
which audience is gonna work the best
now obviously you're still going to want
to test multiple audiences down the road
because there could be a wide range of
audiences that work differently for your
product but right now the most important
part for you with knowing your product
is finding the best ad creatives okay so
that's the strategy I would use here for
testing different ad creatives once you
have your winning creatives all right so
I would take the top three creatives
that you have out of that test and once
you have those three you're gonna take
the post ID from those winning creatives
now if you don't know what the post ID
is all right the post ID is when you
have okay so when you look here and if I
go to preview this is your post IP right
here okay that that's your post idea
this last section so you can use this
post ID to create new campaigns for the
same exact for this same exact without
changing the creative without changing
anything
keeping the social proof that you
already have then you can take the same
post update okay so you're gonna take
that post IP and then create a
conversion campaign with five ad sets
using all three of these creatives
alright so that you're you're using the
creatives still because even though you
found the best ones that were performing
in at the engagement level now you want
to see out of those three which ones are
gonna perform the best and the
conversion level right you have your
three best ad creatives all that'll have
a little social proof now you're testing
them in a conversion campaign to see
which performs best optimize for
purchased using seven-day click or one
day view which is
okay when you come down here seven they
click one day view that's what I use to
start because in the beginning when
you're when you're testing on on a
smaller budget you this this means right
here is that your conversion window okay
it's Facebook explains it very clearly
it's the amount of time it typically
takes someone to complete a valuable
action after clicking or viewing your at
we use this data to in this time frame
to optimize for delivery for example if
your conversion window is one day will
optimize by using data from conversions
that will occur within one day of
somebody so I like to pick seven day in
the beginning because I want to give
Facebook the full data I know that I'm
gonna be testing over a period of a few
days so I want Facebook to look at that
data and use all of that data to
optimize to optimize the performance of
the delivery okay so I do seven-day
click one day view optimizing for
purchase alright now again I'm using
conservative you could create more ad
sets right because eventually you are
when you get into the scaling but at
this point you're still you're still
testing okay and testing to see what's
gonna work best within within the
conversion level okay so now the winning
creative from each ad set again because
remember what you're doing here you're
testing five ad sets using all three
creatives within each and this is just
small testing level okay it's not it's
not a very big budget you could set this
budget higher of course I'm just yeah
I'm always going to assume that people
coming into Facebook advertising or
coming in with a modest testing budget
modest marketing budget because most
people like to start small and and work
their way up so you're taking five ad
sets and using three ad creatives in
each one of those ad sets now you can
take the winning creative from each ad
set because you've tested these within
within your audiences and face
book should be after a few days right
after spending like 10 not ten I'm sorry
after spending like 20 to 30 dollars on
each ad set you're gonna see which
creative is being favored by Facebook
okay so when you go in when you go into
this level here at the ad level okay so
campaign ad set ad when you're in this
level and you have and you have your
multiple creatives here one two three
you're gonna see whichever one is
getting favored okay and it may not even
be purchases yet because you're still in
the testing phase right and you're
really just testing to figure out which
one is performing the best but you'll
see here based on whichever one has a
combination of like the lowest cost per
impressions it's getting the best
click-through rate it's getting the best
clicks and mostly it'll be spending the
most money right like because you're
testing on the same ten dollar budget
for the same three ad creatives Facebook
is going to start spending more money on
one of those one of those ad creatives
is going to be is going to become
favored by Facebook and that's where the
bulk of the money is gonna go that's
generally going to be the best performer
most of the time right so you've tested
all of them you should have identified a
clear winning creative in each one of
them so you're slowly using your
audience and an intentional process to
identify what is working best for your
product now once you have a witty
creative for each audience you can start
you can turn off the other ads that
aren't working or not they don't working
but they're not working as well and then
you can start to put more money into
that ad set to test or number sorry not
to test to start scaling up the one that
is working already
okay and it's important to remember that
you may not have sales at this point
especially if it's your own product and
you're introducing something new to the
market you you may not have sales yet
right so that doesn't mean that you
don't want to start putting more money
in because sometimes your
have to spend more money for Facebook to
really start to get optimized and start
finding those purchases and that's why
the testing strategy is different and
why here we spend so much more time in
the beginning trying to narrow in on the
best performing creative matched with
the best with the audience okay best
performing creative match to each
audience that you can then start pushing
more money and to start spending more
okay so let me just make sure we
finished up here okay now moving on all
right here is a basic breakdown of
audience segmentation and this is just
giving you an idea of the different
types of audiences that you can test
okay each ad set so I like to separate
my ad sets based on a common denominator
for each ad set so generally what I'll
do is I'll start by looking at the broad
interests okay so if we come over here
so normally what I do it was when I
create a campaign like in here I would
create my first ad set okay so this
would be optimized for purchase I have
my targeting here based on whatever it
is and then here let me just cover a few
things actually right here so I have it
selected by country
I could add countries in specifically if
I wanted to here or again you can do
regions you can you can highlight entire
regions if you wanted to usually I will
add the countries in specifically or you
can create a list of saved locations
like if you have the same countries
you're targeting every time you could
put them all in and then create a list
and save it and then you would have that
list every time you want to and of
course you can exclude countries too if
you want to target like a region but
exclude certain countries
okay so anyway moving on I would start
by creating like that that broad level
interest so in this example where this
was for a husband and wife shirt the
first interest was newlyweds
okay and so that that's the interest I
selected here that's a small small
audience but here we go because that's
here's what demographics is where it was
newly weds newlywed knew we would okay
so now I've created an audience of
newlyweds and I would name this right to
so I identify what that ad set is and I
probably add the country in there as
well newlyweds 18 plus us and I would go
through and create that now edit
placements this is where you can choose
your your placements okay generally when
I test I like to test mobile only this
is my preference okay you could test
mobile and desktop if you want to I
don't test audience Network I don't test
messenger these are more for like
retargeting campaigns in my opinion I
think it you you wouldn't test at this
level I think these are better for
retargeting when somebody already knows
your brand and and you're trying to stay
in front of them okay I'm not going to
test stories I'm general
in a test marketplace it's not a video
so I'm not going to test adjust the
videos or in-stream videos for instant
artikles okay
so I'm just looking at feeds right now
for Instagram and Facebook now you don't
have to test this Instagram if you don't
want to but generally over on both of
them together because it's you know why
not unless I think it's an item that
doesn't really appeal to the Instagram
audience all right if it is a video then
I will also include these two placements
as well instant artikles and suggested
videos because why not you might as well
keep all those placements open the only
reason I don't do in stream videos is
because if your video is longer than 15
seconds then you won't be able to run
this placement anyway okay so that's how
I would set up that Facebook is trying
to push marketplace but I haven't
necessarily seen marketplace be all that
amazing but you could test it on Rome
okay and and have your products show up
in the marketplace as well especially if
you think it fits the marketplace like
there are certain products that probably
fit better in the marketplace than
others but for me I don't like if it's a
this type of item I wouldn't advertise
in the marketplace because I don't want
Facebook even wasting my budget trying
to market if they're now once I already
have that created here then the way that
I generally go through and start adding
new ad sets is I would duplicate this
one existing campaign to to this
campaign and it's already in its gonna
open up your your ad set creation right
here and then I'm just going to go
through and change my targeting right
I'm going to keep it set to the same
country in the same people but now maybe
I want to target people in the marriage
relationship status okay so I have that
okay then I would publish which I'm not
going to do right now but I would
publish all right so I'm generally and
I'm gonna work through broad interests
first
okay so I have all these but it doesn't
necessarily mean I'm always gonna use
all these these are just different
categories of of how I find interests
okay magazines can work well proven by
magazines can also be like TV shows
publications like it doesn't necessarily
just have to be magazines proven buyers
passion interest group together what I
mean by that is this moment this doesn't
necessarily apply to the my example ad
right now but say you were advertising a
pet product and I wanted to it was a dog
product then these are passion interest
right like all these they have to do
with I love dogs I would put them all in
the same ad set for me puppy love I love
my dog Facebook usually Facebook is
better about pulling up the suggestions
right now it's terrible at it I love my
dog I love cute dogs
my family share right so I would stack
all these interests together and and I
will just name it for the general I love
dogs
interests 18 plus okay and that would be
what I mean by stacking passion interest
together why do I do that because
they're all basically the same thing
anyway
some of these are really small anyway
there's gonna be a lot of overlap within
these all at the same time so they're
all basically very very closely in
alignment with each other I don't feel
the need to break these out into
different ones because generally I want
my audience to be more broad right I
want these audiences potential reach in
each ad set to be a few million people
at least okay like keywords or different
interests is the same thing it's kind of
kind of like what I was just doing right
there so you could start with a keyword
and if there's like dog grooming and dog
groomer
then I would put those together dog
walker and dog walking you know I
herding dog I'm sorry not that but that
that's what I mean if there's like
keywords that do work on the same level
then I would put them in together into
one headset and just name the ad set for
that keyword and then again mostly I'm
will keep proving buyers any time you
can have a proven buyers type brand like
say for like I could come and what's
what's
doll friend like okay what's rocket dog
friends no that's not it but let's say
Petco is not specifically dogs but this
is what I mean by like to prove in a
proven market pet smart you know
Petco these are shopping stores so
probably if some Purina petcare right so
if somebody is interested in one of
these chances are they have a history of
buying dog products right so for me
that's like a that's like a proven
buyers market okay now I would I would
look for one okay Royal Canin that would
be like a proven buyers market or I
think if I'm wrong and that's a cat
brands then this is I haven't done my
research on this obviously you would do
your research and look for all the big
brands that are that are within your
niche but that's what I mean is when you
can find the brands or the stores that
are represented within that niche then
you can use those as proven buyer add
sets the test alright and and so that
that's the that's the concept of how I
build out my my add sets right now if we
were doing a kitchen product say I would
I would do something like this like you
know one I could test is kitchen utensil
right and I would create an ad set for
kitchen utensil one I could test I would
actually stack these together because
they're kind of the same thing
kitchen utensil and kitchenware okay
good then another one might be just the
basic kitchen then another one another
ad set might be all the cooking shows
together MasterChef Top Chef okay and
then another ad set might be cookware
and bakeware right so I would go through
and I would find all these broad level
ad sets all these broad level interests
and create them as their own ad set to
test those okay and you want to create
is generally at least five audiences
especially if you're testing
only one product you want to try to find
as many different audience segmentation
as you can and these are just some
guidelines of what you can look for and
remember we went to audience insights
affinity scores earlier where you can
use existing audiences that you find up
here and then use the affinity score to
try to find new audiences that you
didn't even think about websites is
another good one that you can use
sometimes like you'll have to do your
research but as an example for this
product this one here that was the
couples shirt I know something like
wedding wire is an audience for them
this is a website right and I would
probably snap this together with other
similar ones that are are in there
because there's gonna be a lot of
overlap within these two so and then I
would just name this websites you know
because I know what it is but saying
website so I would say websites 18-plus
right now I would also consider you know
chances are most of these are just women
as you can see the majority of that is
women so I would say websites 18 plus
women and that would be my audience okay
so that that's basically how I do so
it's a basic audience segmentation for
conversion campaigns now wrapping up the
ad testing strategy for when you're
testing a product that you know you're
selling is at this point if you followed
this process your your testing is
probably gonna range in between 300 to
$1,000 in testing and of course you
should be scanning sales at this point
too but you're you're spending more on
testing because you're playing a
longer-term game you're building more
into the data and the assets of testing
that product and you're you're going
through a process in the beginning that
is focused on narrowing in on some of
the creatives and trying to identify
which creatives work best with which
audiences and then of course you're
gonna start turning off what's not
working as
you can start focus on scaling what is
working testing when you don't know what
you're selling okay
this becomes more of a rapid-fire
testing method where we think about the
80/20 rule all right now like I
mentioned earlier it's still about
quality over quantity
all right you don't want to just be
throwing random products out there and
and hoping something stiks but you want
to be understanding that not all the
products that you test are going to work
okay you when you don't already know
what you're selling it's about this
rapid-fire testing method to find
winning add sets that you can scale
you'll be testing multiple products so
you're generally gonna be focusing on
one creative to start which may not be
you know you can still use multiple
creatives but I just know that most
people when they're getting started are
probably going to be using one creative
you just need to consider the fact that
by only using one creative you might be
you're limiting yourself right so anyway
it's this method is heavily dependent on
an 8020 principle right where you're
gonna be doing good product research to
try to really identify quality products
that you think can sell and then testing
across multiple Adsense and looking for
the Adsense that work to scale them and
kill them off the ones that don't work
okay so the ad testing strategy this is
the way that I do it now you could
remove the campers and campaign if you
wanted to but I still like to create the
conversion campaign I'm sorry you could
remove the engagement campaign if you
wanted to but I still like to create the
engagement campaign because if I'm only
gonna run it at a small budget and it
helps right because I'd like to see the
engagement on the post and also because
it that ad if the product starts to work
then I want that engagement campaign
running because I have a I'm gonna be
using that engaged audience later as a
custom audience to create further
look-alike
and retargeting okay but here's the idea
right so I would first go and I would
create the engagement campaign and then
I would take the post ID as I showed you
so as soon as I create that engagement
campaign and it's published I would then
go right back in open the add up take
the post ID and now go back and make a
conversion campaign using the same exact
conversion that or I'm sorry the same
exact post ID the conversion campaign
I'm jumping right to multiple ad sets
for different audiences and setting each
ad set with its own budget of $5 to $10
and each ad set should have an audience
of one million-plus okay so it's the
same type of breakdown is the biggest
difference here between what we did in
the last one is in the last one you saw
we worked through a few iterations in
the beginning to get to this point
because we were so heavily dependent on
testing the best creative for the
product right but in this one you know
when when we're going for that
rapid-fire testing mode you just want to
try to get the best creative right from
the start right if you have a video team
making you videos for your product then
you're you're looking to get a good
creative done and get multiple ad sets
running and then be testing that
creative across multiple ad sets trying
to find the ad sets that are going to
scale and killing off the ones that are
not going to scale where this becomes
it's the same thing for for where I'm
placing it right it's still the mobile
newsfeed only you could test Auto
placements but I know some people that
are testing Auto placements because they
say it gives Facebook the ability to to
do its thing and and go through the full
optimization but in my experience your
traffic is 90% always coming from mobile
anyway right I don't start targeting
desktop until I get into retargeting or
scaling because in the beginning I'm
just trying to find out what is working
and I know that 90% of the traffic is
happening on mobile so that's that's my
best indication anyway of what's working
within within my campaigns lowest cost
no bid
tapped so like like we looked at their I
don't I don't know why something went
wrong there but anyway like we looked at
their will here I mean right that's here
so well this is basically you're just
keeping it set like this it's set for
the lowest cost no big cap so the only
way you would have a big cap is if you
click show more controls here and you
set a big cap alright and testing
multiple ads within the same ad set to
find which one performs best right like
you can still do that at this level if
you want to but the the quickest method
is just getting your ad creative out
there across multiple ad sets and seeing
what works now this is the most
important part in this ad testing
strategy because when we're going this
way and we're testing multiple products
and we're not sure which product is
going to work yet you need a strict you
need strict rules for actually turning
off ad sets all right this becomes like
it becomes something where every single
ad set right so you have multiple ad
sets running and in order to continue an
ad set past day one you need to have
enough data right like I want each I
want every ad set to prove it to me why
I should keep it running basically so on
day one if I've had no clicks in that ad
set that I'm turning the ad set all now
I also have by five dollars spent why
because on general ecommerce products
right if I have a general ecommerce
product I'm selling for $50 and I've
gotten the five dollars spent already
and there's not been a single click that
means my link clicks are not going to be
cheaper than five dollars right it's I'm
gonna be starting off at a five dollar
cost per click there isn't that's not
going to be profitable if you think
about your conversion say say you're
getting a five percent conversion which
is which is still good but I mean if I
percent conversion is good right but
you're getting five dollar clicks that
means that
that means okay let's let's just let's
just take this out and think about this
so that means for every 20 clicks you'd
be getting one sale right so you would
be spending a hundred dollars because
it's five to always per click right
you'd be spending $100 to make a $50
sale so that's why like your cost per
click is a good indication early on if
something is working or not
so if I've had no clicks on day one or
if by the time I get if I happen to
check my ads because maybe you set your
budget for ten dollars daily if I check
my ads and I've already got the five
dollars spent and there's not any clicks
I'm turning off that ad set okay this is
at the ad set level remember if you're
gonna have a campaign with multiple ad
sets running okay and this is just for
example purposes right it might not
hopefully you have more assets that work
than just two but so you have a campaign
and you have multiple ad sets running
within that campaign okay I'm going to
be turning off the ad sets that don't
meet this criteria right I want to see
clicks happening right away and on a
good product that's matched to a good
audience with a good ad created you will
see clicks right away that's why the
general rule that I said is I want to
see clicks at around $1 or under okay at
the very least in the beginning you
should be getting clicks for like a
dollar fifty or under the closer you get
to that range of 50 Cent's the more the
more clear it is that you have a product
that is really connecting well with your
audience
click show buying intent but they are
not enough okay
you also need to be getting add two
cards all right because that's what lets
you know that once people are actually
landing on your product page they are
interested enough in what they see that
it's something that they might consider
buying okay so by day two I don't have
any add the carts that I'm gonna be
turning off that ad set all right now I
haven't note by ten dollars spent that's
not always 100 years some caveat
okay if I'm getting fantastik clicks and
I'm intend associ I'm in ten dollars and
I've already had 15th clicks right I'm
getting 75 cents CPC that's pretty good
okay
for for within the early signs so if I'm
getting 75 cents CPC and I haven't had
an ad and then I'm in ten dollars and I
haven't had an ad yeah I'll probably
keep it running for a little bit longer
okay but if I'm by the end of day to Sam
spending $10 a day by the end of day two
I've spent twenty dollars and I haven't
had an Add to Cart then I'm turning off
that ad set all right because it's just
you gotta think about it again so your
conversion campaign less people that
purchase less people or what am I trying
to say less people that Add to Cart are
going to purchase so if you already at
twenty dollars and nobody's added to
cart that means your cost per purchase
is going to be way above twenty dollars
right because you're not even optimizing
yet within the the purchase range
nobody's even adding the car so it's
just not a good indication turning it
off all right now I have an asterisk
there because if you're getting a lot of
clicks and you're not getting ad the
carts then it's possible you want to
look at your product page and determine
why are you not getting at the cards
like say across all your ad sets that
you're running you're getting really
good clicks you're getting 50 cents CPC
75 cents CPC across all your ad sets
you've been running for a day two days
now and you've spent you know like a
hundred dollars in testing and you're
getting great clicks you've got like 50
clicks to your to your site but not any
add to carts then there's probably
something wrong with your product page
okay there's so remember if your funnels
broken then it doesn't matter all the
traffic in the world so keep that in
mind now by day three if I haven't had
any purchases or by the time I get to
the product margin then killing the
outset okay so by day three
alright I'm toking about testing on a
ten dollar spend here okay so by day
three I've spent thirty dollars right
that's what we're looking at here at
thirty dollars on that ad set if by day
three
I've gotten to $30 and spend and I
haven't had a purchase time-killing yet
set now the other way to look at that is
if I got to the product margin because
sometimes your product margin happens
before you reach there so if I have a
$20 product margin and I get to $20 on
that ad set then I'm going to be turning
that ad set off and less and less the
only way I would not turn it off and let
it keep running is if I'm getting clicks
and Add to Cart right like there's got
to be a really good indication that I
should keep that ad set running in order
for me to do that okay so you won't
always necessarily get purchases right
away but generally on winning products
you're gonna see purchases within the
first twenty dollars okay for general
ecommerce products that are in like I
said that sweet spot range of 20 to 80
20 to 90 dollars generally in that first
twenty dollars you will see purchases
already okay
on a winning product so if I'm getting
to that point where I've reached my
margin or I've reached 30 dollars and I
don't have a purchase yet the only way
I'm keeping it running is if I have
fantastik clicks and asked to click
through rate after that the carts
happening that are giving me signs and
indications that purchases should be
coming because the funnel is working all
the way up to the Add to Cart even
better yet you're seeing initiate
checkouts happening in in your in your
results as well because remember in here
it's it's gone see if I can reload
within here you can see the results that
are happening all across the funnel so
even though that's not the one I meant
hold on so even though I am right so
even though here I'm optimizing for
purchase I can see results that are
happening all across the funnel so I can
see when checkouts have been initiated
as well so that's even better right if
you're if I'm I would definitely want to
see the musci a checkout you
if I am running my ads and I'm okay I'm
in the product margin okay this is a $20
margin I have so that's what I know my
target cost for acquisition is remember
we toked about target customer
acquisition cost
so if I've reached my target acquisition
cost and I haven't got a purchase yet
well the only way I'm gonna keep that
running is if I'm seeing out the carts
and initiate checkouts because then I
know maybe purchases are coming right
because it is possible that say I've
spent twenty dollars and I haven't had a
purchase but then I get to twenty two
dollars I've had one purchase I get to
twenty five dollars I've had two
purchases now my calls for purchase is
1250 right because Facebook is starting
to optimize and get me purchases so
again though the only way that's gonna
be something that I keep running is if I
have really good evidence of that coming
and also again if all of your ad says
you're getting lots of great clicks and
add the cards but you're not getting
purchases then again look at your funnel
to see if it's broken now if you testing
tips okay if your campaigns aren't
spending here's a process that you can
walk through number one try raising the
budget for auto bid a little bit being
just like what we toked about when
you're not controlling the bid you can
try raising the budget if it's this is
if it's not spending this isn't you
launch a you launch a campaign it passes
review its approved but you notike after
a few hours or after you know many hours
or a day that it has it's still on zero
dollars spent and it hasn't reached
anybody yet
you can try raising the budget for
manual bit you can try increasing both
the bid and the budget which would be
your bid cap right that means you can
increase your bid cap and you can
increase your budget you can try
duplicating the ad set to a new ad set
turning off the original one you can try
to placate a campaign to a new campaign
turning off the original one you can try
using a different ad account and finally
if none of that works you could try
using a different business manager and
if a different business manager doesn't
work you need to tok to fit you need to
try to get a contest in Facebook because
I don't know what it would be okay
naming your campaigns mad
says this doesn't necessarily matter as
much but you do want to think about a
naming structure because it will help
you keep it organized this will be
personal to you and the way that you
like to organize things at the campaign
level I like to include the product the
objective and the region that I'm if
it's a moat if if it's a if it's an ad
account in which I test multiple regions
and I'll include it at the campaign
level if it's not that I won't include
that it would just be in roseburg
conversions at the ad set level you saw
what I did already I named the ad set by
the main audience identifier and then I
put in the age and gender and then I put
in any specifics that may have to do
with it okay and then finally oh not
hardly better to test for audiences at
five dollars than one audience of twenty
dollars you can see that my strategy is
heavily dependent on testing multiple
audiences so I would I would never try
like if you're looking at your budget
concerns and you have ten twenty dollars
to spend testing products definitely
test that out against multiple audiences
it's smaller budgets than one on e
instead of in a bigger budget and I
already toked about relevance score
it's okay it's based on based on
positive and negative feedback but
mostly what you want is engagement okay
positive feedback increases relevance so
when you're getting engagement you're
combining engagement ads or video views
ads with your conversion ads you are
increasing that's basically like
increasing the the feedback and
relevance because Facebook doesn't
really tell the difference between a
negative comment and a positive comment
so that's that's gonna help bring your
overall your overall cost down right and
increase your relevance score because
engagement is directly related to
relevance all right too much negative
feedback and increase your CPM and can
eventually get your account then a
flagged band whatever that's like when
people are clicking X outs on your ads
right like if you run in
and somebody clicks the little X in the
top right and says don't want to see
this because repetitive or irrelevant or
whatever and especially if they report
it as a scam or you know that that kind
of stuff can can hurt your can hurt your
feedback score and then hurts
irrelevance and then can hurt your reach
on and your spend all right so that's
everything on the on the ad testing part
two and in the next video we're gonna
wrap it up and look at some scaling
strategies see you in the next video

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