You dream of building successful Facebook ad campaigns.
Campaigns that drive an endless stream of conversions for your clients and business.
You want to be seen as an expert. You want to help more businesses 10X their revenue. And make lots of money doing it.
But you know that kind of success is an impossible dream unless your campaigns convert like crazy.
Of course, the big question is how? Creating successful campaigns is not as easy as it sounds.
Sure, sometimes you get 1 or 2 conversions, but it’s not like your campaigns are making ridiculous ROI or generating an insane number of leads.
You worry that you got the wrong audience, that your ad copy sucks, and you wish you could “crack the code”.
And the truth is, unless you find a way to target the right people with the right content, your campaign is doomed to fail.
But there is a way you can change all that, even if you’re an absolute beginner, and even if you failed the last time you tried.
It can change the course of your business forever.
The Biggest Problem With Facebook Marketers
Most campaigns suck. But the problem is that Facebook marketers don’t do enough to make it not suck.
Maybe you feel the same. When you look at the results, you pay attention only to your cost per lead (CPL) or sale (CPA). You don’t dig into the numbers. You don’t find out why your campaigns suck.
Instead, you blindly follow a “formula”. You create more and more ads. You test more and more audiences.
It’s like you’re groping around in the dark to figure out how to turn on the light. All this time though, the light switch was just above your head.
But you completely ignore it and it’s proving to be a big mistake.
So what is this light switch you’re neglecting? The optimization blueprint.
How The Optimization Blueprint Can Change The Course Of Your Business, Forever
Here’s the big idea…
Every Facebook advertiser has access to their Facebook ads’ data, which can turn around any failing campaign if you know how to use it right.
You may not have taken a math class in the last 10 years. But you don’t need an MBA to do this. You just need basic logic – which everyone has.
The optimization blueprint can be as simple as a notebook with a written set of rules that you will follow when you optimize campaigns.
Each rule follows if X then Y logic. X represents a condition and Y represents an action. Take for example…
If your cost per lead is cheaper than your breakeven cost, then increase your budget for that day by 10%.
In this case:
- X = Cost per lead is cheaper than breakeven cost.
- Y = Increase daily spend by 10%.
As you get better over time, you will build a robust set of rules that you can apply to every campaign.”
“I think I’m getting it. Can you give me more examples?”
Yes, of course. In the rest of this article, you will find 5 of my favorite optimization rules (in no particular order).
1. If CTR (all) > 2x CTR (link), then change your body copy.
One of the first things I like to do is to compare my ad’s CTR (all) and CTR (link).
CTR (all) gives you a hint about how well your ad is capturing a user’s attention as they thumb through their Facebook news feed.
On the other hand, CTR (link) tells you how effective your ad is at getting users to click through.
So the difference between CTR (all) and CTR (link) tells you if your ad is doing its job and getting as many people as possible onto your website.
It also tells you what you should do, like my example below.
The first 4 ads in the screenshot above have CTRs (all) that are relatively close to their CTRs (link). For instance, the first ad has a CTR (all) of 3.3% and CTR (link) of 2%. This means that 6 out of 10 (2%/3.3%) clicks on the ad were clicks to the website.
On the other hand, the CTR (all) and CTR (link) for the last ad are relatively far apart. The CTR (all) of 6.34% is more than 2x the CTR (link) of 2.73%. In other words, only 4 out of 10 clicks on the ad were link clicks.
In the last ad, 6.34% of people are interacting with my ad, but only 2.73% are clicking through. So I would edit the body copy, make it more concise, shorten it, or change the way I wrote the ad copy.
There are many ways and resources available online for you to learn how to craft better ad copies – but here are some basic tips:
- A little difference between CTR (all) and CTR (link) is normal, especially if you write long-form ad copies that require the user to click on “See More” to view the entire ad.
- Ideally, you should look at unique CTR (all) vs unique CTR (link), although CTR (all) and CTR (link) work fine.
- This rule works only if you are not using special clickbait or bait-and-switch techniques that capture a user’s attention using misleading headlines and images.
2. If CPA < Breakeven CPA, then increase spend.
This goes without saying, right?
If you’re generating leads and sales profitably, of course you want to scale and maximize your returns!
But did you know that you could automatically get Facebook to increase ad spend if your CPA is lower than your breakeven cost?
For now, the only way I know is to use AdEspresso.
To automate this rule, you should set all the underlined items just like you see in the screenshot above, but change “5$”, “25%”, and “1$” to your own breakeven cost.
If you have difficulties doing this, ping the AdEspresso support team here: https://adespresso.com/contacts/.
- If you’re just starting out, use this approach to scale.
- This saves you a lot of money if your CPA rises a lot after the first few days.
- Instead of increasing budget once an ad set becomes profitable, implement this rule for the first 2 weeks.
- If this rule is often used (meaning that the ad set becomes profitable on several days) in the first 2 weeks, then increase your daily budget.
- Rinse and repeat.
3. If CPA < Breakeven CPA, then duplicate ad for other audiences.
Here’s a little truth about optimization – it never ends.
Optimization is like playing a video game. You adjust your strategies according to what’s happening in the scene. You do less of what’s not working and do more of what’s working.
So one of my favorite optimization rules is to rapidly scale what works.
This means identifying winning ads and audiences quickly, then multiplying them to as many campaigns as possible.
So if an ad has a lower cost per lead than your breakeven cost, then you should expand it to as many audiences as your budget or operational constraints allow to maximize revenue opportunities.
4. If reach > 10,000 and conversions > 100, then analyze breakdown by placement, age, and gender.
As you run your campaigns longer, you will have a lot of data. Once your data gets big enough, you can slice them in many ways and gather customer insights.
For example, you might find that your best customers are older males rather than young adults. Or you may find majority of the paying customers use an iPhone instead of an Android smartphone.
Using these insights, you can tweak your campaigns to increase conversions quickly.
In fact, I do this whenever I take on a new client who has run ad campaigns before. One of my eCommerce clients was spending evenly on all age groups. When I found that 57% of their revenue came just from 2 age groups, I re-allocated the budget and saw 100% increase in conversions after just 2 weeks.
When the CEO of Agorapulse split test between different age groups, he discovered that people between age 18 and 21 were clicking and testing their software, but were not turning into paying customers.
How to do it
Before you do this, wait until your campaign reach more than 10,000 people and generate more than 100 conversions.
Why wait until more than 10,000 people and 100 conversions?
- Although 10,000 people and 100 conversions sound like a lot, the number becomes much smaller after the breakdown.
- For example, if you look at the age breakdown, you will have 6 groups with 1.66K people each.
- 1.66K is barely big enough to say that your findings are statistically significant.
Next, use the “breakdown” feature in the ad report.
Using this feature, you can slice your data by:
- Delivery (e.g. 18 to 24 year old vs 65+ year old).
- Action (e.g. iPhone vs Android).
- Time (e.g. Mondays vs Tuesdays).
In each category (delivery, action, and time), you’ll find many options. Personally, I use the age, gender, and placement options most frequently.
But depending on the kind of products, industry, and scale of your business, you may find other breakdowns such as the location useful as well. So I would recommend you to try all the other options and find out what works for you.
5. If Engagement Rates/CTR have decreased over the last 5-7 days, then refresh the content (ad).
One of the most common questions I get is “how do you manage ad fatigue”?
Ad fatigue affects every campaign.
If you set up your campaign and do nothing for a few months, it will fare worse and worse because too many people have seen the ad over and over again.
But ad fatigue is not the issue. Worsening performance is.
Fewer people are clicking on the ad. So you get fewer conversions.
But that doesn’t mean people are less likely to sign up on your landing page. That’s just untrue.
Ad fatigue just means you are getting fewer conversions because fewer people are visiting your landing page.
For example, when you first launched your campaign, 4 out of 8 people clicked on your ad and 2 would convert (50% conversion rate). When people get sick of your ads, maybe only 2 out of 8 people click on it and 1 of the 2 would convert (still 50% conversion rate).
2 BIGGEST MISCONCEPTIONS FACEBOOK MARKETERS HAVE WITH AD FATIGUE.
There I’ve said it:
- Ad fatigue is not the issue. Worsening performance is.
- Just because fewer people are clicking on the ad doesn’t mean that people are less likely to sign up on your landing page.
Recognizing the 2 misconceptions is important because you will use a different set of metrics to see if your campaign performance is worsening instead of trying to determine “ad fatigue” using frequency.
How to do it
To measure “worsening performance”, first you need to compare different time periods.
If you suspect ad fatigue less than a month after the campaign started, choose “day”.
Then look at the ad’s engagement rate (for non-link posts), CTR (all) and CTR (link). Ask yourself these questions:
- Are the engagement rates, CTR (all) and CTR (link) deteriorating over the last 5 to 7 days?
- If they are, are your cost per conversion/return on ad spend (ROAS) worsening?
If your answer to both the above questions is yes, then your campaign is likely suffering from ad fatigue and you should consider changing the content (ad).
Will this really work?
After reading all this, you might be wondering…
“This sounds like a lot of work! Will it give me the results I’m looking for?”
In one word:
Optimization is all about first identifying the problem, then coming up with a solution. You may get it wrong the first time, but that’s okay. Try it another 10 or 20 times. Eventually you’ll get it.
The opposite is also true.
If you stop where you are, then you definitely won’t succeed. You won’t find the right solution. You won’t learn anything.
There are only so many things that make Facebook ad campaigns fail:
- You got the wrong audience.
- You imagined the wrong pain point.
- Your copy missed the point completely.
- Your image was a major turnoff.
- Your headline was boring and sale-sy.
- You tried selling to people who are not yet interested.
- Your product just suck.
The one time my campaign failed completely – it was because nobody cared about the offer I made. While people complained about the problem I was trying to solve, nobody really cared enough to pay for a solution.
So unless your product sucks (which is a business problem, not a marketing problem by the way), this method will work for you.
Now that you’ve read this post, you’re equipped with everything you need to make successful campaigns.
So get to work.
Dig into your Facebook ad report.
Apply those rules.
Make changes to your campaign.
Then hold tight.
Those results will come in no time.