Optimizing Facebook Campaigns
EWA has been doing Facebook Ads since the good ole' flyers days. Clicks were under .10, you could target males in general for dating (without specific targeting), and there was less saturation. Let's say things have changed since those days - and we had to adapt. Lets just use dating for an example, because I always stress to you guys how profitable dating is on Facebook. When I start a new campaign, I create 100 pictures and size them all to optimize the best space in a 110x80 image. In some cases, I add various borders, gradients, and other effects to the pictures to make them more "clickable" by users.
After I have all the pictures, I come up with one good adcopy. If you need help with an adcopy, feel free to email it to me and I'll rip it apart. I'm not going to be nice, I'm here to show you how to make money, not rub your shoulders. After I submitted my first ads, I refresh the page and wow - Facebook denies all 100. Why? Well, Facebook approvers hate their jobs so they usually deny ads at random and for no apparent reason. After they deny, you need to resubmit. You need to keep resubmitting your ads until 75% of the ads get approved - they always deny the good ones. The process can sometimes takes days.
Start your bids lower and increase by .02 until you get impressions. Once you get impressions, throttle up the bids by .01c. Decreasing the bids on Facebook Ads will hurt the ad and in some cases cause impressions to stop showing, it's always best to move up slowly until you get an amount your happy with. Ideally, you should be tracking each ad with a subid / prosper202 to see exactly how each ad is converting and what you did with the picture to make it convert.
Once you get 5000 impressions (10,000 is more accurate, but if your strapped for cashflow less is fine) you will have an accurate CTR. First off, all ads below .08 should be paused and the rest can run (and some will be profitable). You should take your top 10 ads with the highest CTR's and make 2 more ad copies and use those pictures in the new ad copies After you have 30 ads with 3 different ad copies you should have the cream of the crop for your campaign. Of those 30, you can take your top 5 and convert them to CPM. Be sure to track every single unique ad with a subid or an adcopy so you can determine if they are profitable. You will learn a lot about adcopy writing style, what type of pictures you can use, and why they are working. The learning process from this can be dragged to nearly any campaign on Facebook and you will have a higher success rate. CPM ads are significantly more profitable, stable, and will guarantee you impressions. We have campaigns that have run for over 8 months and still are profitable using this method on a higher scale (using thousands of ads to optimize). The larger scale you do this, the more stable and more profitable your campaign will be.
