⭐️ ✅A simple but effective way to run facebook ads❤️⭐️

[Nodalesir]

Hi guys! I spent about 800K on Facebook ads last year and thought I would share some insight into what works best. Especially as it is not as complex as it seems at first glance.

1. CBO TESTING
We can all agree that Facebook is rather smart. Facebook wants you to get sales so that you come back and spend even more on their ads platform. This is the foundation for this simple account structure.

For each of the big product categories you have (Tenst, Snowboards, Jacket, etc) you should have one CBO prospecting (testing) campaign. This means that you should have one CBO for all your jacket ads, one for all your snowboard ads, and one for all your jacket ads. The goal of this prospecting campaign is only to find the best-performing ads that hit certain KPIs in terms of CPA and/or ROAS.

The theory behind this is simple. As I stated in the opening, Facebook is smart, they want us to yield great results from their platform. Thus we should help Facebook optimize as best as possible. By having one CBO prospecting campaign for each category, we let each CBO campaign get data on a specific customer type. By only feeding snowboard creatives into the snowboard CBO, we help Facebook define a specific audience. As the Snowboard CBO gets more and more data, it is easier for Facebook to show ads to the correct audience, the snowboarders.

If we had gone the other way around and had one big prospecting CBO across all categories, we wouldn't make it easier for Facebook to target the correct audience, in fact, we make it harder. In addition to that, Facebook might find a winning creative from one adset, and give that all the spend. That means that we won't sell much from the other categories.

Why do we test in a CBO and not an ABO?

If we test in an ABO we force spending to each adset, and unless we have a 100% hit ratio of good creatives inside the adsets, we are doomed to lose money, resulting in lower profit margins. But if we on the other hand do the testing in a CBO we allow Facebook to determine what adsets and creatives to spend on. The ones that are most likely to perform the best will get the majority of the spend. This way we avoid spending on bad-performing ads.

I usually give each adset 5-7 days to get spent, and if it does not get any spend, I turn it off. If it gets spend, but with no results after a few days, I also turn it off. Once we find winners, it will be harder to get new creatives to get spend, and that is good, as we want the new creatives to be better than the current winners. We don't want Facebook to spend on something that is second best, we want it to spend on the best.

How to move forward?

• You should always be developing new sets of creatives. This is the biggest factor there is. If you have good creatives, you will see results, no matter the account structure. Focus on this.
• Start with a low spend on the testing campaigns if you don't have a good budget. Typically 3x your CPA. You should not focus on scaling this campaign too hard, as you will do that in the next step. I typically let it hoover around 500-1000$, whereas the scaling campaign (next step) is where the real scaling begins.
• If the CBO meets the KPIs, i prefer to scale it 20% every other day, and with 5-10% if the budget is already above 500$. This is different for each account, so you have to try. If the results drop, i scale it back 20. Tips: Look at the avg results for the last 3 consecutive days when measuring results and KPI goals.

2. SCALING CAMPAIGN

After you have found your best-performing creatives in the CBO campaigns, you want to make an ASC campaign for each major category (snowboards, tents, jackets, etc). You are going to take the best 10% performers from the CBO Prospecting campaigns and duplicate the Ad ID into the corresponding ASC Scalig campaign. But be aware, that if you do not have any good performers, you should not duplicate them into any campaign. The creatives you duplicate need to hit certain KPIs, which is important for you to be able to scale them.

• You should not turn off any winners in the CBO even after you have duplicated them over to the ASC. As you want the new creatives you test to compete with the current winners.

The ASC campaign is our scaling campaign, meaning that this will be your campaign with the highest spend, given that you have found winning creatives in the first step. You should always try to feed the CBO Prospecting campaign with new adsets each week so that you can find new winners to duplicate into the ASC campaign.

3. Creative testing

This is by far the most important step of the entire post. 90% of the results come from good creatives. Compared to previous years, it's more and more important to test new creatives, new angles, and so on. We test about 5 new creative angles each week, with 4-6 variations of each angle.

Here is my creative testing guide

1. Define a desire or angle you want to test. It does not matter if it is a video ad or a static image ad. For each angle you define, you should make 4-6 variations, so that you can test all these against each other in one adset, inside the CBO testing campaign.
2. If it's images I test the layout, the size, font colors, or just the image itself. But it is important that the angle stays the same, so you just test one variable at a time. Example: The angle is "70% off this snowboard this week only". To test this I would have 6 different image ads, all with the same text, just different lifestyle images of the snowboard, etc.
3. If you test videos, you define the angle but change up the first 3 seconds (hook) of the video for each variation.
4. If you find something that is working, double down on that, and squeeze the juice from that angle. Don't think it used up because you have one creative on it that works? Big mistake.

Angles that work for us right now

• 3 reasons why I love this...
• Just found my boyfriend the perfect gift
• My girlfriend loved this .... i got for her this holiday season
• GIfting angles in general
• The perfect Christmas gift

If you read all, thanks! Hope this helped at least one person out

 

[nnwnn01]

Interesting topic, following

 

[Nodalesir]

Interesting topic, following

Thank you. Every day there will be something new and interesting that I share.

 

[Nodalesir]

This is solid. Good stuff. To clarify a few things:

1. If you are running variations of video ads, the body of the video can stay mostly the same, you only need to change the hook to test the angle?
2. For your account structure, since you’re using multiple angles, are you putting each angle in a new ad set in a CBO campaigns? So it could be 4-6 ad sets in one CBO campaign?
3. Are you testing with cost controls like ROAS goal, cost cap or bid cap on either your prospecting campaigns or your winner campaigns?

Thanks mate!

1. You can isolate different variables to test. The most common thing to test is the hook rate, as you mentioned. But I also like to test the same clips with different UGC creators, or things like that. As long as the angle is the same, and you only isolate one variable at a time, you should be good to go. This way you can make data-driven decisions. Isolate variables, see what worked and what did not, and double down on that which worked.
2. Each angle gets its own adset. I have no limit to how many ad sets I have in a CBO. I constantly feed it new ad sets. Multiple times a week. Those that don't work I turn off. If they don't get any spend, i turn them off as well.
3. No, i am not

 

[TrimTabw]

Hi, when you put best-performing ads to ASC, do you mix creatives of different angles into one ASC campaign?

 

[SunshineAgency]

Thanks for share bro <3

 

[Nodalesir]

Thanks for the info! Do you make new ad sets in the testing CBO for each new creative? Or put them all into one big ad set? And I'm guessing for targeting you leave it broad?

Each new adset contains 4-6 creatives. All these creatives have the same angle. They can all be product images with the same narrative "70% off today!", but with different pictures. It could be 6 different ugc unboxing videos with different female actors. But all in all, i am testing single variables each time.

Yes, i leave the target broad.

 

[Nodalesir]

wow, super detailed! love how you break it down creatives really are king thanks for sharing, this will save a lot of headaches for newbies

Thank you. Yes. I should leave behind what I know so that others can do better.

 

[Nodalesir]

Hi, when you put best-performing ads to ASC, do you mix creatives of different angles into one ASC campaign?

Yes. Many campaign templates can be used, but ultimately we will choose the best one to use.

 

[Flux Agency]

A quick note on the idea of “turning off ad sets that don’t get spend.” This can be a dangerous trap.

No spend does not automatically mean bad creative. It may be because the CBO budget is too low

In reality, many creatives Fail inside CBO, but win strongly when tested in ABO or a separate campaign

So CBO is not an absolute measure of creative quality.
This logic only works on high-spend, data-rich accounts. Applying it to new or low-data accounts is risky and often kills good creatives too early.

 

[danielson101]

Interesting guide. Thanks for the tips!

 

[Nodalesir]

Interesting guide. Thanks for the tips!

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[Nodalesir]

Good

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