Jan 04 , 2020

Facebook Blueprint Revamped 2020 (Starting Strategy Part 1)

1) ADS

So starting out, if you have the budget I would still recommend testing your ads in a single campaign which is solely for testing new creatives over the duration of your journey. 

1 - Run a conversion campaign optimized for View Content ( Because it's cheaper than Purchase but it still tries to find quality audiences - which is what you want when testing your ads to validate it )

2 - Get your ad AND only change 1 single variable when testing so that you can tell what change in your ad gave it an improvement or decrease in the quality of your ad.

For example, you will duplicate your single ad 3 times and change the thumbnail for all 3 - This case you're testing which thumbnail will get the best engagement/scroll stopper

Or duplicate your single ad 3 times and change the ad copy - This case, you're testing which phrasing or copywriting will be the best for your target audiences. 

And so on and so forth, so ONLY test one given variable at any time, because if you change more than one variable, you won't be able to tell which exact change is the one that made a difference to the quality of your ad.

Afterwards, if you want to collect social proof, remember to post your ad onto your facebook page and then when creating your campaigns, make sure to use "Existing Post" so that the engagement will be linked to the specific post. The only downside to this in comparison to just creating an ad is that you won't be able to edit. it afterwards.

2) Starting Campaign

Next you would want to launch an interest sandbox campaign. After numerous testing myself, I highly recommend running a CONVERSION campaign with purchase as it's objective and running multiple ad sets with a single interest in each. ( Follow settings on my chatroom )

Run 5 interest in a CBO campaign at a $25 Budget or $50 if you have a higher budget. Make sure to set a minimum spend on your ad sets so that each ad set gets some amount spent on it. The amount to set will be based on this formula

( CBO Budget / Number Of Adsets ) / 2 = Minimum Spend Amount

So for example if you have  a $100 CBO with 10 Ad Sets, you will divide the $100 by 10 first and then divide it by 2 again, leaving you at $5 Minimum ad spend / ad set.

Its important to set this when testing because unlike ad set levels, CBO operates in a way when facebook's algorithm will spend most of the budget on the ad set that it THINKS is doing well, which could sometimes leave you with a single ad set getting 80% of the budget while the other 20% is split over 4 ad sets. So by setting a minimum limit, you're ensuring all the ad sets get at least a minimum spending on it when you're testing. 

My partner and I have decided to skip out on a PPE social proof campaign because we realize alot of data collected from it are junk traffic - people who just like and engage with your post BUT never had the intention to purchase from you. So we avoided all these because we didn't want our pixel to be optimized into finding audiences like such, we wanted our pixel to be strong from the get go and optimize to find customers who are willing and have the intent to purchase from us. So by avoiding a PPE campaign, it doesn't dilute the pixel. 

However this is just based off our experience, if you want to still, you can go ahead and create a PPE campaign if the nature of your item requires social proof or you want to decrease your CPMs slightly if it's too expensive.

3) Interest Sandbox/Scaling

Sandbox

After setting your Interest campaign, this single one will be your sandbox/testing campaign, where you will swap out interest that don't well with additional interest from the suggestion tab. 

One of the key factor in determining it is by the TCPP ( Target Cost Per Purchase )

If a single interest ad set has gotten sales BUT has spend more than 2x your TCPP and you're not profiting, kill it.

If a single interest ad set has not gotten sales AND has spend more than 4x your TCCP, kill it.

So in short, you'll continuously recycle interest in this campaign until your entire CBO ROAS is profitable, then you can let it cruise and move on to the next step.

Scaling

After finding a few profitable interest, you can duplicate them into a scaling campaign with the same settings. If you have 5 winning interest then it's best to move them all over. 

However, in the event you only have 2/3 winning interests, don't worry you can duplicate the same interest twice into the campaign. 

So for example, if you have 2 winning interest A & B. You can duplicate A twice and B thrice to make it 5 ad sets to fit into your campaign.

The total number of ad sets we have found that is working well for us is between 4 ~ 6 ad sets / campaign, so you can play around with it as it's flexible because there have been instances when you are on a higher budget that a SINGLE AD SET CBO can do very well too.

Make sure to check on your campaign on an ad set level and check which ad set is performing and which is not. If you entire CBO Scaling campaign is profiting with a good ROAS, you don't have to touch it at all.

But if you're not and have some ad sets dragging you down, you can off ad sets with terrible ROAS and duplicate EITHER new winning interests you have found from your sandbox campaign OR duplicate the other adset in your scaling campaign which is profitable to replace it.

That is all for the moment for Interest campaigns starting out, you'll want to farm as much good data you can from here before opening all your custom LAA audiences, which will be covered soon!

Thanks for dropping by.

 


Leave a comment

Please note, comments must be approved before they are published