Effective Strategies for Starting and Scaling Facebook Ad Campaigns

Introduction

• Video will be controversial, against common practices in Facebook ad campaigns.
• Evidence: Shared client results showing successful ad campaigns.
  • Various successful launches with impressive returns on ad spend (ROAS).
  • Example figures: Spent $32k -> $82k in returns, Spent $181k -> $400k+ in cash revenue.

Common Misconceptions

• "Go Broad" strategy is commonly advised but not always effective.
• Common advice: Target broad audiences with high budget.
• Reality: Broad campaigns only effective with seasoned ad accounts with significant data.

Effective Starting Strategy

1. Avoid Broad Targeting Initially

   • New ad accounts lack data for algorithm optimization.
   • Start with targeted interests until sufficient data is accumulated.

2. Establish a Testing Infrastructure

   • Have multiple testing campaigns.
   • Example Structure:
     • Campaign 1: Target Interests
       • Ad sets (5-10) with distinct interests.
       • Within each ad set, have multiple ads to test (e.g., images vs. copy).
     • Campaign 2: Same interests, testing different ad type (e.g., videos).

3. Testing Campaign Structure

   • Separate ad sets by interest (e.g., Tony Robbins for life coaching).
   • Test different copies and creatives within these ad sets.
   • Avoid mixing different types of creatives (images vs. videos) in the same ad set.

4. Optional: Lookalike Audiences

   • Additional campaigns for lookalike audiences with similar structures (images vs. videos).
   • Only use if sufficient data is available to create these audiences.

Budgeting and Testing Phases

1. Initial Testing Budget

   • Depends on your KPI (e.g., $5 cost per lead).
   • Start with small budgets (e.g., $5/day ad sets) for initial testing.
   • Adjust based on results, potentially increasing budget for successful ad sets.

2. Scaling Phase

   • Option 1: Campaign Budget Optimization (CBO)
     • Set budget at the campaign level, allocate between proven ad sets.
     • Most reliable but slower scale.
   • Option 2: Ad Set Budget Optimization (ABO/AO)
     • Individual budgets for each ad set.
     • Faster but riskier; less predictable success rate.

3. Continuous Testing

   • Don't cease testing after finding initial winners.
   • Constantly feed new ads into testing campaigns to replace worn-out ad sets.

Conclusion

• Step-by-step approach: Testing phase followed by scaling phase.
• Ensure continuous testing to maintain effective ad campaigns.
• Additional in-depth tips available through email updates.