Today, let’s talk about how to start and expand FB. Let’s start with the simplest naming, because we often have to test several products at the same time, or test different audiences. If the advertising framework is messy, then the optimization will be extremely chaotic.
FB’s advertising is a three-level relationship. The advertising plan determines the advertising target, the advertising group determines the audience, and the advertising determines the material. In fact, it is similar to the hierarchy of the file layer on the computer, such as C drive – folder name – file name
- Naming suggestions for each level:
Advertising plan (Campaign) level: conversion target – product. If running CBO, you can add CBO at the end. For example: Leads – Product 1 – CBO
Ad set (Ad set) level: primary population label – secondary population label, if there is a specific position, you can also add position. For example, Male -1% website lookalike – Ins
Ad (Ads) level: material angle – date. I personally prefer to add the ad group name at the end so that I have multiple duplicate materials in different ad groups and can distinguish them by looking at the material report. For example: Live experience video – 1225 – 1% website lookalike
- Testing phase:
It is recommended to start with 1 ABO ad plan (it is not recommended to start CBO to let FB automatically allocate the budget) and open more than 5 ad groups. (Each group is more than $20 & corresponds to an audience group), and test 3 ads in each ad group. So it is a 1:5:3 structure.
If you find that the algorithm will concentrate on allocating traffic to a certain type of audience, you can create a separate ad plan for different audience groups (5 ad plans, 1 ad group, 3 ads), which is a 5:1:3 structure. Instead of putting them all in the same ad plan (1 ad plan, 5 ad groups, 3 ads). This will allow me to fully test each group of audience groups.
Material criteria: The stronger the user’s interaction rate with the ad (likes, clicks, comments, etc.), the more relevant the ad is, and FB will reduce the advertising cost. The wider the crowd, the higher the advertising cost. We usually recommend video ads, which are usually cheaper than other forms of advertising. Keep the material updated, especially when your ad frenquecny has reached a relatively high level. Watch other people’s ads more often to get new inspiration, portal >>
When you find that there is an ad group within a specific CPA cost and can steadily bring conversions. Then you can consider expanding the volume. The premise is that the FB algorithm needs enough time to learn and optimize your ads and accumulate enough events. When 50 events are accumulated, FB will jump out of the learning stage.
Expanding the volume too early will lead to a decrease in advertising effectiveness. In order for FB to complete the learning stage as soon as possible, it is necessary to ensure sufficient budget. Assuming that your single shopping cost is set to US$30, the conversion event window is 7 days, and the ad group budget is recommended to be more than 5 times the cost, that is, US$150.
- Methods for expanding volume:
3.1. Copy advertising plans/advertising groups/advertising with good conversion effects
a) Copying advertisements/advertising groups with good conversion effects is the simplest method for expanding volume. Sometimes, even if the ad group cannot be consumed, but there are still many people, you can also copy a new ad group and run it again.
b) Copy the ad group with good conversion effect and run CBO. For example, if the budget of an ad group is $20, then copy 3 and run them in the same CBO (60 US dollars), and then observe CTR and ROAS for optimization.
3.2. Expand new advertising populations and establish new ad groups
Use existing customer data to establish similar audiences, start with 1% similar audiences, and then gradually transition to a higher proportion of similar audiences, so that you can quickly expand the radiation to the surrounding population of the core audience.
3.3. Increase budget
It is not recommended to double the budget immediately. You can split it for a few days and only increase it by 20%-30% each time to facilitate the smooth learning and transition of the algorithm.
3.4. Start retargeting ads
Create a group of audiences who are interested in your brand, or have added cart/clicked to register, but have not completed the purchase/registered. This group of people are already familiar with your brand, and are easier to convert, and the ROAS will be higher. Another benefit is that the lower the group is at the bottom of the funnel, the lower the click cost will be. For example:
People who have clicked on ads (30 days, 60 days, 180 days)
People who have viewed ad videos (25%, 50%, 75%)
People who have added cart (7 days, 30 days, 60 days)
People who have initiated payment but failed. (7 days, 30 days, 60 days)