20 Facebook Ad Tips for 2021

In contrast to my usual long form posts, here’s 20 quick Facebook ad tips. My experience is primarily with eCommerce stores so these tips are largely related to eCommerce. Although, most are applicable to all industries/niches.

1. Always optimise your ads for Purchase. The only time we use engagement is to build social proof on ads we’re looking at scaling.
2. ABO is best for testing/prospecting, CBO is best for scaling.
3. Let new ad sets run for 3 to 5 days before making a decision whether to kill or not.
4. When testing, avoid stacking multiple interests in a single ad set to execute more accurate testing.
5. For the same reason as the previous point, don’t use audience expansion when testing. This will hinder your ability to gain an accurate idea of whether or not an interest is a ‘winner’.
6. A majority of your budget should be allocated to the top of funnel.
7. Your top of funnel messaging should be problem/solution focused. Address your target market’s problem/desire and position your product as the solution. Sell the product.
8. Your middle of funnel messaging should be trust building. Your audience already knows about your product, now sell your brand.
9. Your bottom of funnel messaging should be CTA focused. This audience already knows about your product and your brand, this is your final chance to incentivise a sale.
10. When testing, less ad sets with more budget allocated to each is generally better than more ad sets with less budget. 3x $15/day ad sets are preferable to 9x $5/day ad sets. Perhaps even 2x $20/day ad sets would be the best option in this scenario, this depends on AOV/product price.
11. If your CPM & CPC is low and CTR high yet you’re still seeing little to no sales, something is likely wrong with your landing page/website.
12. Try not to test too many variables at once, focus on one thing at a time (i.e audience or creative).
13. Begin testing audiences that make sense and relate directly to your product. Then, begin exploring secondary interests that relate to your audience but not necessarily your product.
14. Go broad, we’re finding broad audiences are working best post IOS 14. We always like to test a broad ad set with no interests or LLAs.
15. When testing creatives, think of it as testing different ‘angles’.
16. Ensure your rules for testing are universal across all ad sets. It’s important that all ad sets are given the same time period and spend to ensure testing remains consistent.
17. Always be testing. Even when you start scaling, it’s important that you always have a steady stream of new creatives and interests (a little less importantly) so that your account is killed by fatigue.
18. Facebook ad costs are rising steadily, look at ways to increase AOV on the backend. Incentivising packages/bundles is a great way to increase AOV.
19. Focus heavily on creative. Since the update, creatives have become increasingly important and weak, cheap looking images and videos will no longer fly.
20. Test, test, test. A good advertiser will merely feed Facebook data, analyse the results and adjust accordingly. As simple as that.

I could probably write big paragraphs for each of these points but I wanted to provide some rapid fire tips. In honesty, we do bend some of these rules sometimes but they are generalisations and so will ring true in most situations.

Thanks everyone!

Hello King Garry,

Nice post.

I'm starting to see broad targeting performing better than interest targeting. This is only in small geos that I sell.

Now, I want to start selling to the United States since I have inventory in Amazon Warehouse so the fulfilment part is covered.

Wanted to ask, for your creatives, what CPCs are usually your targeting and what metrics do you determine if this is a bad or good creative.

I took a course on fulltime film making to be able to create better creative because I believe it is a huge advantage rather than relying on low quality videos from suppliers or other sellers.

Atleast give credit to original source.

You are just copy pasting from reddit.