Years ago, I ran my very first Facebook Ads campaign . It cost us an insane amount of money and didn’t bring any result. Consequently, I decided Facebook ads were no good. The fact that I never really tried to find out how to use this advertisement platform was something I didn’t seem to see as a reason of the failure.
Recently, I have learned how you can use funnels as a way to turn your advertisement cost into an investment. Therefore, Leen and I decided to give it another try.
This time, we took the time to at least dive into some high level information and follow a mini course. But still, the very first ad we ran we just sort of threw in there without paying much attention to the things we had learned. Facebook rewarded this silly effort by marking our ads as: below average for quality, engagement and conversion ranking 🙂
What this campaign however did do for us, was give us the gusto to continue on this path. You see, we have an online course and a whole lot of other material ready to help people who are struggling with the current work at home situation. Sadly enough, hardly no one even saw our offering … that changed with our little experiment. Suddenly we saw movement at our sites.
We resumed the Ad skills course and learned about running tests first and that’s what we have been doing for the past two weeks. Plain and simple Headline texts on a white background without any further information but our Facebook page and a button to learn more at our landing page. The results haven’t been extraordinary, not even good 🙂 but since the aim was to learn which headlines lead to reaction and thanks to some automated rules that stop the Ads as soon as it’s clear they don’t perform, we have learned an amazing amount of information and have a much better understanding of the system.
So this is what we do for our tests:
We create an Ad Set per headline we want to test
We use a budget of 2 or 2.5 € or USD per day.
The test will run for 2 or 3 days
Automation rules make sure we don’t accidentally overspend:
- If the cost per result is too high after 200 impressions – turn of the ad
- If there haven’t been any clicks after 150 impressions – – Turn of the ad if
- Turn of the ad after 400 impressions.
- This automations only apply to campaigns with the word testing in their name.
This is such a nice way to learn!
Ok, thanks to the iOS14 adjustments some pixels need to be redefined, domains verified and events adjusted, etc …
I’m sure we’ll get the hang of that as well.
Speaking of that iOS14 adjustment, we realize it’s wise to put our eggs in more than one basket. So we are learning about other advertisement options as well.
If you ask my advice on how to start with Facebook advertisement. My answer would be the following:
Start with simple tests and some good automated rules and do yourself the favor of learning from someone who has done it before.
