Facebook advertising account management hidden rules

12 unspoken rules for managing Facebook ad accounts that you must follow, the secret to improving CPA!
Original GrowingCommunity GrowingCommunity
November 10, 2024 18:00 Sichuan
These 12 undisclosed unspoken rules are crucial when managing Facebook ad accounts. Implementing these rules will greatly improve your ad performance and CPA!

1. Make full use of the learning results of advertising

If you don’t summarize the experience from the current running ads and apply it to future ads, then you are wrong. Facebook ads are essentially a set of assumptions that guide the next action.

2. Don’t evaluate ad performance every day

There is no reason to pay attention to ad data every day. Although the data of the day can be incorporated into the decision, due to the existence of delayed results, it is recommended to use a 3-7 day time window to make more accurate decisions.

3. When using the same ad in multiple ad sets, be sure to use Post ID

This ensures that social authentication is aggregated on a unique identifier. Doing so usually leads to better CPA because users are more likely to view comments, increase views and clicks, and thus improve ad engagement and effectiveness.

4. The true indicator of advertising success is spending (SPEND)

Don’t force Facebook to invest budget in low CPA, low-cost ads. Facebook uses machine learning to determine which ads are best for expansion. Trust Facebook’s decisions. It has much more data than us to predict the best results.

5. Optimization is not just about expanding winners, but also about quickly terminating losers

If you want to improve the efficiency of advertising spending, you must properly optimize your account. Dive into ad-level data and early indicators to improve ROAS.

6. Testing activities should focus on creativity and strategy, not just audience testing

Testing different advertising concepts, creatives, and funnel designs can increase the chance of success more than simple interest targeting.

7. Advertising should be based on customer research rather than personal preferences

Unless you have been an ideal customer for the product, the advertising content should be based on customer research and user language, not personal ideas.

8. More than just superficial “cold start” targeting

Even if you mark an ad as cold start, the way the message is conveyed determines whether it actually reaches the cold audience. The message should be aligned with the audience’s cognitive level.

9. Budgets should be tied to ad performance

Ad budgets should fluctuate with ROAS and CPA performance. The best ads should be supported by the highest budgets.

10. Success often lies outside the ad manager

When optimizing ads, pay attention to: provide attractive offers, adjust creatives and consistency between ads and landing pages to improve conversions.

11. Tests should be targeted to avoid “testing everything means testing nothing”

Test one content at a time and optimize gradually. The testing process starts from basic photos to customer personalized angles, and then to multiple copy related to angles.

12. Ad angle is positioning strategy

Use different ad angles to attract different user groups. Once you find the best angle, optimize and expand the creative and apply it to all ad elements.

Conclusion

These unspoken rules may seem simple, but they are full of wisdom for successful ad management. Try applying these strategies to your ad account and witness your CPA and ad efficiency increase significantly!