FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
Note that the tips were targeted at people who read the preceding
tip (or in the case of Tip #1, clicked the first ad). As a result, my
audiences were very small — typically anywhere from 1,000 to
4,000 people (closer to 1,000 for most of the tips after Tip #2).
I didn’t want Facebook to optimize in this case. I wanted the ads to
be shown to everyone in the target audience (if possible!).
As a result, I initially optimized for impressions (CPM). Of course,
I also needed to bid high enough so that I outbid my competition
since every user was important.
I had ad sets for each placement (more on that in a separate tip),
and following were my bids:
◼◼Desktop News Feed: $20
◼◼Desktop Right Column: $10
◼◼Mobile: $20
In each case, this was well over the suggested bid range.
Keep in mind, of course, that I was not spending these amounts
overall per 1,000 people I was reaching. These were just my
maximum bids. Up through promotion of Tip #6, following were
the CPMs I was paying to promote the tips of my experiment:
◼◼Desktop News Feed: $9.48
◼◼Desktop Right Column: $1.48
◼◼Mobile: $9.63
Note that up until that point I was also using CPM. From Tip #7
going forward, I changed my bidding method…
MY EXPERIMENT: DAILY UNIQUE REACH
Midway through my experiment I decided to experiment with Daily
Unique Reach. The reason for that is that frequency tended to be
high overall since I was showing many different ads to people over
a short period of time. This particularly impacted the sidebar.
Beginning with promotion of this tip, I started using Daily Unique
Reach exclusively for three different ad sets (more on that in the
next tip). This allowed me to reach people up to once per day
per ad set. It still allowed me to reach as many people within my
audience as possible (as was the case with CPM), but allowed me
to drastically cut frequency and limit waste.
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