FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
TIP #2: STARTING WITH A WIDE NET
Since you’ve read the first tip, you have a general understanding of how I ran my experiment. Or, at least you can start making some basic
assumptions.
You know that I used Website Custom Audiences. Yes, this is true. But it’s far more complicated than that.
THE INITIAL POOL
My goal for this campaign was to find the select number of people who would be willing to participate in an experiment with me from start to
finish. I expected attrition, and I needed to account for that.
This is similar to a membership. Let’s say that 100 people agreed to take on the initial challenge. I’d expect some to drop off with each new
step. With 13 total steps, how many would be left at the end? Going into this, my guess is that out of 100, it would be in the neighborhood of
20.
This is okay. I wanted it to be an exclusive group. I wanted it to be an accomplishment that you made it to the end. But what I didn’t want was
for the initial group to be so small that the group participating disappears before the conclusion.
I budgeted about $100 per day for this campaign that ran about 60 days. This includes a “ramping down” period where I shout off the initial ad
to let those in the funnel work themselves through.
14