Facebook is changing in September – first, we'll talk about how things are right now… then we'll talk briefly about the future.
Right now this is the breakdown of how ads are built/structured:
- Campaign – Objective
- Ad Set – Audience, Budget, Scheduling
- Ad – Creative Copy
One of the biggest mistakes I see is that people will spend too much time creating one “perfect” image – or they create multiple images and then ask a group of people on Facebook which image they'd prefer. But, the people in that group are not your ideal audience – and even if they are interested in similar things, it's not as effective as using the Facebook Ad algorithm to optimize the ad campaign based on the actual activity on your ads.
In the beginning of a campaign, Facebook will automatically serve your ads out a little bit, and as people start responding to your ads, they'll automatically optimize delivery to get the most people to act.
I often recommend starting with creative because that's what gets people to slow their scroll.
When you are testing images, you can test any number of images – but you want to keep your budget in mind. You need to have a big enough budget at the ad set level to fuel your multiple creative testing. So, with video views (for example) you can easily test 2-3 videos with only $5/day since those views are likely to come through at $.01-.03 – but for a conversion ad you may need a substantially higher budget depending on the cost per conversion for your business/product.
If you have specific questions about powering your creative testing and what the best budget to set for you ad is – I encourage you to join the FamilyPreneur Community. It's the best place to get feedback from me, as well as a bunch of other FamilyPreneurs who are invested in the power of collaboration! Join for FREE at FamilyPreneurCommunity.com today!
Just to recap – anytime you are running a campaign you should be testing out multiple ads because it allows Facebook to optimize the creative so that you're getting the most results at the lowest cost.
Big Changes are coming in September
Primarily, the budget is moving form the Ad Set level to the Campaign level, which will change the way in which the campaign will optimize. This will change the way in which we set up multiple ad testing a little bit – because if you're testing more than one Ad Set with multiple Ads, it's going to require a larger budget to fuel that Campaign. So, while I will ALWAYS recommend you are always testing, going forward you're going to want to be mindful of how many variables you're testing and whether your budget is high enough to support that testing.
As you may know, I have a Facebook Marketing course – Ready? Set…AD! – and I want to ensure that current students know that the course is getting a major facelift this summer to reflect those changes and you have lifetime access, so you'll know all the best practices as they roll out. If you're not currently enrolled, you should head over to ReadySetAd.com to learn more about the course and get on the wait list so you don't miss your chance to enroll after those updates are made to the content this summer!
Download the Quarterly Campaign Planner to work through all 7 elements of a profitable Facebook Ad Campaign AND build your strategy for the next 3 months!
Get a little extra guidance:
Visit ReadySetAd.com to learn about the self-paced course and mentorship opportunities available so that you can build your business through building Facebook Ads that convert without spending hours fumbling around Ads Manager!
Meg Brunson has been marketing to moms for nearly a decade. After leaving her corporate job at Facebook in 2017 to be a more present mom to her 4 daughters, she founded EIEIO Marketing; a digital marketing agency focused on Facebook Marketing for family-first businesses.
Through highly targeted, results-driven, Facebook Ads she's delivered results for her clients that include: doubling their lead volume, generating 62% more sales than the in-house team, attaining a 16x return on ad spend, and reducing the cost per lead by 99%!
After helping her daughter launch her first business, Storytime With Kiki, at the age of 10, Meg began hosting the FamilyPreneur Podcast: an interview-style podcast for parent entrepreneurs, raising entrepreneurial children.