The universal way of testing everything in one shot starting from scratch:
Sounds too good to be true right? But it’s true.
There are lots and lots of youtube videos out there that show different methods when it comes to testing with Facebook Ads, but nobody shows a single way that works for everyone. This article is going to be a little strategic and technical so make sure you google it if you don’t understand before you read it further.
There are going to be 2 different scenarios for different brands.
1. New Launch (with no previous data)
2. You have previous data but nothing is performing.
When it comes to launching new brands/products no one really knows what’s gonna happen when it starts getting eyeballs. Maybe it will perform best or worse. No one knows.
– Your first priority should be your product and creatives. Product means your actual product(s) and creatives meaning what you show the audience using advertising.
Now, after you have set your priorities, give yourself some time to research who needs your product and why do they need it. It will take maybe 3-7 hours depending on what industry you are in. If you are already selling physically then it might be easier and also if not then don’t worry cause it is where the economy is shifting.
After finding the information about your customer avatar, start creating some value propositions/angles that you can use in your ad copies and product descriptions. Probably the best way to do it is by reading through your competitor’s customer reviews.
We usually create 4-5 different angles before launching anything to test for a new brand.
At least write 3 copies for each angle so that we don’t run out of copies while testing.
After that segment the creatives you have in 3 different parts of the funnel;
– Top of funnel
– Middle of funnel
– Bottom of funnel
Now that you’ve done that, it’s time to into the nitty-gritty of launching your campaigns.
The first step would be deciding the marketing budget. Let’s say you can easily spend $500/day on ads to test your idea/product.
Now, we start with 3 kinds of campaigns aligning with the segments that we made for our creatives.
Or as we call it,
We start by creating the prospecting campaign with 80-85% of your overall budget which in our example is $400-$425.
Keep this in mind that whenever you create any kind of campaign you should have your naming conventions on point in order to recognize what is going on inside your ad account.
We start testing with ABOs instead of using a CBO with our new accounts because that just fits well to test audiences and creative variations simultaneously.
So after creating your campaign draft start by working with the creatives, look at all the creatives that you have in your prospecting segment.
Pick around 3-5 images and 1-2 videos.
Now after that pick one copy that you think resonates with the copies you chose. It doesn’t have to do anything about the offers you should test, we’ll get back to it another day.
Create 3 different variations of ads in your ad set.
– Still Image
(use the same copy in all of these variations)
Go ahead and duplicate your ad set once and get your post ids from page posts.
Fast forward to changing tabs; Divide your product price/collection’s average price by 3, round off, and use that as your daily ad set budget.
For example, the Average product price = $20 / 3 = $6.67 = $10/day (daily adset budget for the testing phase)
In our case, we will dupe the ad set 38 more times because we have our prospecting budget set at $400 minimum.
Keep the ad sets broad and don’t mess with the ages and genders (unless it’s gender-specific for example Women’s Fashion)
Add only 1 interest/behavior in the detailed targeting section. Keep the placements automatic and 7-day click or 1-day view optimization.
We use Interest Explorer to find interests that are not even available in Facebook’s native search and also save some time.
Be sure that your exclusions are perfect in all of your adsets otherwise you wouldn’t be able to get fresh data.
After 7-days, publish your re-engagement & re-marketing campaigns.