Updated Ad Strategy for Facebook and Instagram (Meta) for 2024-2025

Introduction

• Facebook/Instagram (Meta) constantly updates Ad Manager.
• It's important to stay updated with the latest strategies.
• Simple, budget-friendly strategy with effective results.

Overview of Strategy

• Suitable for all business levels (startups to multi-7 figure businesses).
• Steps covered: Tips, strategy flowchart, setup in Facebook Ad Manager, data analysis, and metric readings.
• Focus on creating profitable ad campaigns.

Quick Tips for Running Ads

1. Understand Marketing Angles

• Presentation style of your product to customers.
• More angles = Higher chances of success.
• Example: Using a jewelry cleaner as a retainer cleaner.

2. Break Even Return on Ad Spend (ROAS)

• Calculate costs (product, shipping, fees).
• Identify break-even ROAS for your profitability.

3. Daily Spend and Data Collection

• Higher daily spend = Faster data collection.
• Quick decisions lead to more sales.

4. Facebook Pixels

• Tracks user data & optimizes ads based on traffic.
• Essential for better ad performance over time.

5. Broad Audience Targeting

• Move away from interest targeting; Focus on broad audiences.
• Broad targeting is performing better post-iOS 14.5.

6. Isolate Variables for Testing

• Test one variable at a time for clear results.
• Avoid changing multiple variables simultaneously.

Detailed Strategy: Flowchart Breakdown

• Campaign Budget Optimization (CBO) Setup
  • Campaign Level: Choose campaign objective (sales).
  • Ad Set Level: Broad audience targeting (18+), no detailed interests.
  • Ad Creative Level: Multiple ad creatives with different marketing angles.
• Ad Creatives Format
  • Video Ads (Edited, UGC Style)
  • Image Ads (Made on Canva)
• Testing Process
  • Run campaigns for a minimum of 3 days or a budget of 3-5 times the average order value.
  • Optimize and make new iterations based on winning angles.

Facebook Ad Manager Walkthrough

1. Creating Campaign

• Use auction type & sales objective.
• Set up CBO, input daily budget.

2. Ad Set Level

• Broad targeting on a geographical basis.
• Dynamic creative testing.

3. Ad Creative Level

• Add multiple creatives (videos, images) with primary text, headlines, and descriptions.
• Use tools like Creative .io for ad design.

Monitoring and Analyzing Metrics

• Key Metrics
  • Results, Reach, Frequency, Cost per Result, CPM, Link Clicks, Click-through Rate.
• Data-Driven Decisions
  • Evaluate cost per result against break-even ROAS.
  • Refresh creatives based on frequency and performance.

Scaling Up

• Budget Increase
  • Increase budget by no more than 20% every 7 days.
• Duplicating CBO
  • Duplicate CBO for successful campaigns.
  • Isolate winning ad creatives and iterate.
• Continual Testing and Isolating New Variables
  • Always test new creatives and variables to further optimize.

Conclusion

• Strategy effective for 2024 and moving into 2025.
• Easy to set up and scalable for any business size.
• Continual updates and testing key to success.