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If you are using Facebook ads, and you have reached a glass ceiling where you can’t scale any further without your costs rocketing up.
Or....
If you are just starting out and want to approach Facebook ads in a structured way, you’ve watched all the Youtube videos / gone through Blueprint and you are still not sure how to find the perfect audience for your business.
Then hopefully this process could be just what you need….
When used properly this will improve the quality of your Facebook ads across the board - both engagement and results. We have tested this process and on all occasions we found that we saw more results for less money (vs going with your gut instinct!).
The process is a rapid way to test your potential customer groups, to find out which are going to be the best performing for your Facebook ads. Hint, it doesn't necessarily follow how things work in store for example, or reflect how your other marketing works. After all - we are testing which audiences on Facebook respond well to your ads, not to see if your current audience will respond to your Facebook ads - subtle difference, but it’s there.
So, why not just put some ads out there and see what works? Isn’t that the same? Well, that will work eventually, but there are so many variables with Facebook ads that it could take thousands of pounds and months, possibly years of running ads, to decipher the best combinations for your particular product or service. Our testing process allows you to find your tribe in a week or two.
We don’t advise using Facebook's split test feature for this process, while it is useful and a great feature, it doesn't allow you to test more than two options at a time, and does not allow for human judgement of ads - which is all-important when making a call across more than one metric.
Round 1 - Audience Testing
For this round of testing you will need:
- Basic ad copy
- A hook
- 3 x images
- 3 or 4 different audience groups.
When choosing audience groups, try and choose ones that are different enough to warrant testing. Here's a broad example:
Interest based audience #1
Interest based audience #2
Lookalike of previous customers
Broad audience
Three steps to set up.
Step 1.
Set up a new campaign - and make sure CBO (Campaign Budget Optimisation) is switched on, this will distribute the budget towards the best performer, but will let Facebook do the heavy lifting of pushing the budget towards all the ads. This is where you set the budget and objective you want to aim for.
Budget : For testing we would recommend at least £50 per day spread across all the ad sets.
Objective: Set it for whatever you would ideally prefer, “Purchase” or “Lead” are the most common.
Step 2.
Set up 4 new ad sets.
The Ad set level is where you set the targeting, so add one target option into each ad set. Pro-tip: make sure you name the ad sets carefully reflecting the audience you are testing. Eg. Ad set one: Test_Interest_based_audience_#1
Step 3
For each ad set, you will need to set up three ads, each one with exactly the same ad copy, and call to action. We suggest using three different images, one on each ad at this stage.
Image 1, 2, and 3 should be repeated across all your ad sets.
You should end up with each ad set having the same set of three images, the same ad copy, and the same call to action, the only variable is the audience targeting - this way we can isolate which audience works the best.
In total you'll have 4 ads sets, with 3 ads per ad set - a total of 12 ads.
#pro-tip Put all the ads in to review at the same time, but make sure they are turned off at Ad level. Sometimes one ad will get approved straight away, and one might take 24 hours. The ad that got approved first will have had 24 hours longer to learn and perform. That ad could look like the best performer, but it may not be!
So that’s a starter on Audience Testing - there’s more to come, but do you like this info in written form or as a video... or FB live? Let us know what format is best for you…?
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