FB-Ad-Tips-1

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THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT The vast majority of the campaign was spent on attracting the first group (the individual remarketing groups for each tip was small). If the targeting is good enough, I expected about 3% of those who saw the initial ad to click the link to participate. If we assume about a $5 CPM, that’s about 20,000 people targeted each day resulting in 600 new daily participants. Of course, we’d expect that number to drop every day as those who click are no longer targeted and those who don’t become fatigued by the ad. That’s a lot of math, right? Hang with me… For that first ad, I had Facebook optimize for the website click, allowing Facebook to automatically bid and optimize (formerly referred to as oCPM). I’ll get to more on bidding in a later tip — expect my approach to change in other ads. I’ve even found this to be the case even when you have a highly relevant audience. Facebook’s auto-optimization is fantastic. But since Facebook doesn’t show that ad to everyone, I needed a starter pool of people far bigger than 20,000 people. It’s up to you how big you go, but I’d recommend at least 200,000 (you could easily go well beyond 1 Million). It may be a personal preference, but I like to keep that initial pool as relevant as possible without branching off into Lookalike Audiences. And if I do use Lookalike Audiences, I want that targeting to take up a minority of my budget. We’ll get to the groups you should be targeting in a minute (and the groups I targeted for my experiment). But first… Understand that when Facebook optimizes for an action, they won’t show it to everyone within your potential audience. You don’t want them to do that at this point. You don’t want to waste money on people unlikely to act. 15
THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT MY INVITATION AD Here is the ad I created to invite people to participate in my experiment… You may have seen this. It’s possible, though, that you haven’t since some reached my tips due to friends participating in and engaging with the experiment. This same ad was shown to three different audiences. I created three ad sets, one for each audience. I first started with $25 budgets for both fans and my website visitors during the past 30 days (who aren’t fans). Fans performed extremely well, so I doubled the budget. I also experimented with Lookalike Audiences (based on my fans) because I wanted to get greater volume. Lookalikes didn’t perform at the rate that fans and website visitors did, however, so I eventually deactivated this group. 16
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