Creating Successful Facebook Ads Testing Campaigns

Introduction

• Objective: Teach a step-by-step process to create effective Facebook ads testing campaigns.
• Goal: Enable scaling of hundreds of ads quickly for 2025 and beyond.
• Success Stories:
  • World Tags increased purchase revenue by 138% and improved ROAS by 18% in 30 days.
  • Young Nails scaled over 194% during a sale period, generating $600,000 in 30 days.

Key Strategies

• Algorithm Focus: Emphasizes best performing creatives, making broad targeting important with essential levers.
• Testing Budget: Minimize testing budget to 5% to save ad spend and increase profitability.

Campaign Setup

1. Create Two Campaigns:

   • Prospecting CBO Campaign: Core testing element.
   • Advantage Plus Shopping Campaign (ASC): Scale mechanism.

2. Prospecting CBO Campaign Setup:

   • Name: ML_prospecting CBO.
   • Category: Sales campaign with auction buying type.
   • Budget: Set a daily budget (e.g., $100).
   • Strategy: Use highest volume bid strategy.
   • Audience: Exclude site visitors and past purchasers.

3. Advantage Plus Shopping Campaign Setup:

   • Setup similar to prospecting but focus on scaling.
   • Budget: Start at 20% of the prospecting campaign.
   • Exclusions: Past purchasers and site visitors.

Testing and Creative

• Creatives Testing: Organize creatives into "packs" for testing.
• No Dedicated Testing Campaign: Allow the algorithm to distribute the budget based on performance.
• Key Definition: Winners: Ads representing 10% of the budget and above baseline KPI are considered winners.

Graduation Process

• Move Winning Ads:

  • From Prospecting CBO to Scale Campaign: Duplicate successful ads.
  • Retain Engagement: Show existing reactions, comments, and shares.

• Interest Groups: Use to squeeze extra performance from top creatives.

  • Duplicate top ads into interest groups within CBO for added efficiency.

Budget Allocation

• Optimized Distribution: Shift budget to minimize testing and maximize proven winners.
• Example Scenario: Show potential for increased returns by optimizing budget allocation.

Conclusion

• Long-Term Impact: Reduced testing leads to improved profitability and scaling potential.
• Continuous Improvement: Follow the strategy for at least 90 days for noticeable improvement.
• Support and Resources: Offers additional resources for further learning and optimization.