First of all, from Facebook's perspective, it is impossible for an advertisement to perform well all the time. If an advertisement performs well all the time, who will refuel my little yacht, and who will pay the bill? From the perspective of those who buy our products, there will be aesthetic fatigue. If you watch an advertisement every day, it will not bother you. So here is a reminder. The majority of players who follow us should change the materials appropriately. Change the copywriting, otherwise, the follow-up sales will generally not have good results, and the CPM will not be low.
Maybe in the product aspect, everyone in the forum, Yanzu, and Yifei, must have something they want to do. Then after we determine the product, the first step must be to test the materials and test out the best materials! Recommended time-saving and labor-saving testing method - CBO, an advertising campaign, a series budget of 40~60 dollars, 3 to 5 groups, ensuring that the interest words in each group are the same, the minimum cost is 5 US dollars, choose the interest word that you think is the best. Hey, someone here asked again, how to find interesting words, and my answer is a chatbot, hey, someone asked again, why AI's answer is not accurate enough, hey, what I want to say is. After the interest words are found, the next step is to test the materials. Taking the above example, assuming I have 4 ad groups, then I will create 2 advertising images and two video materials, and then combine them in pairs so that we can get Four ads.
The next day, we can look at the data performance, filter the ad groups, and look at the cost. The ad groups with high click-through rates are the ad groups that perform well. Then we will watch the video interaction. The longer the better, here is an example. Some people may ask, what should I do if I submit graphic materials? Remember, if you can place an order, it depends on ROI, if you cannot place an order, it depends on the click-through rate.
After testing the materials, we started testing interest words. One ad campaign, 6~8 ad groups (interest words), and one ad group for $5 started running from the same starting point and looked at the data the next day. The next day, the results were 0, and the ones with 0 additional purchases were turned off. The data was good, so I copied a group continued running, and gave it another chance. On the third day, if the effect is 0, turn it off, copy a group, and start running: If the effect is > 0, but your ROI cannot reach the break-even point, continue running. If the effect is > 3, and do the math, ROI > Break-even point, calculate the single-turn deduction, and if you make a profit, then copy the five groups to one CBO, set the minimum cost, and adjust according to the data. At this time, you can budget more. In the future, you will look at the data every day, and the CPA is high. Yes, if the ROI starts to go down, shut down the group in time.
If you feel that CPM, CPC, and CTR are unacceptable, but the ROI is okay, you can continue running until you can no longer afford the cost of your single conversion, then you can consider turning it off.
CBO has already said it, so let me mention it, by the way, ABO.
ABO, my usual starting amount is $10, 1-5-10. The next step is to look at the data. When there are more than 200 to 300 impressions, and the CPM is extremely high or the CTR is lower than the average, turn off the ad in time. The rest is mainly based on CTR. Note here that the turned-off ad will continue to be re-opened. Up, don't stop
Then look at the data the next day. If the cost is greater than 5 dollars, there is no additional purchase or checkout initiated. Look at the CTR. If it is not high, you can keep it. If the cost is greater than 10 dollars, there is no additional purchase or checkout initiated. Flexible operation according to the boss's financial resources.
Later, you can almost determine the audience and materials. Here are several situations:
High CTR, high ROI, advance to the next round, high CTR, no loss in ROI, enter the pending area to observe more, lose money on ROI, operate flexibly according to the boss's financial resources. The CTR is average. If the ROI is not losing money, it is better to enter the pending area to observe more. If the ROI is losing money, turn it off and find out the reason.
It’s the expansion stage. Whether you are preparing to do a study and ask your boss to invite you to the third floor or preparing to submit a letter of resignation to your boss, success or failure depends on this!
Vertical expansion = This campaign is very profitable, it is my sibling, so you have to pay more!
Horizontal expansion = budget adjustment for multiple ad groups. Be careful when copying here. It is recommended to copy the players in the undecided area to see if they will collapse. If not, copy the players in the promotion area. When I increase my budget, I always double it. There is also a scientific method of 15-30-50/60-80/100-150-200. But I am more confident and double it. After adding it, I must sleep well at night. Once you get up, don’t watch it in the middle of the night. Only by being mentally strong can you get huge sales! How can a true hero be afraid of his hands and feet?
In addition, there are other things to add budget + copy + pull CBO, copy one item for three consecutive days to expand the country and region, subdivide the age group (25 to 65 is divided into 25-34, 35-44), segment the audience (Depending on personal habits, some people like to target a large audience first, while others can combine orders with a small audience with interest words.) After starting the volume, use similar audiences, and remarketing methods, and subdivide the version with more orders. But, these are all ideas, the ideas are well grasped, and there is no need to worry about making orders. The girl on the third floor said it was wonderful!
According to experience, after adding the budget, the CPM is likely to soar. Xiao Zha needs you to burn paper for him. Hurry up and turn it off immediately, and then turn it back on again. At this time, the CTR may drop. Generally, the drop is within 20%. Accept, if the drop reaches 50%, turn it off, then copy a new group, click, and turn it back on
Echoing the beginning and end, I talked about entering a weak period. Old users all know that if you attract new ads, new customers will increase, the exposure rate will be high, and the click-through rate will be high. If you do not attract new customers, the conversion data will be heartbreakingly low. If your pixels are The audience has never been shuffled or brought in new ones, and only old audiences have been reached, and the frequency will gradually increase. At this time, what you can do is adjust the advertising creativity promptly. In addition, it is to explore Potential customers, find similar audiences, create custom audiences, and then exclude them (it is recommended that the audience base be greater than 2K)
Maybe in the product aspect, everyone in the forum, Yanzu, and Yifei, must have something they want to do. Then after we determine the product, the first step must be to test the materials and test out the best materials! Recommended time-saving and labor-saving testing method - CBO, an advertising campaign, a series budget of 40~60 dollars, 3 to 5 groups, ensuring that the interest words in each group are the same, the minimum cost is 5 US dollars, choose the interest word that you think is the best. Hey, someone here asked again, how to find interesting words, and my answer is a chatbot, hey, someone asked again, why AI's answer is not accurate enough, hey, what I want to say is. After the interest words are found, the next step is to test the materials. Taking the above example, assuming I have 4 ad groups, then I will create 2 advertising images and two video materials, and then combine them in pairs so that we can get Four ads.
The next day, we can look at the data performance, filter the ad groups, and look at the cost. The ad groups with high click-through rates are the ad groups that perform well. Then we will watch the video interaction. The longer the better, here is an example. Some people may ask, what should I do if I submit graphic materials? Remember, if you can place an order, it depends on ROI, if you cannot place an order, it depends on the click-through rate.
After testing the materials, we started testing interest words. One ad campaign, 6~8 ad groups (interest words), and one ad group for $5 started running from the same starting point and looked at the data the next day. The next day, the results were 0, and the ones with 0 additional purchases were turned off. The data was good, so I copied a group continued running, and gave it another chance. On the third day, if the effect is 0, turn it off, copy a group, and start running: If the effect is > 0, but your ROI cannot reach the break-even point, continue running. If the effect is > 3, and do the math, ROI > Break-even point, calculate the single-turn deduction, and if you make a profit, then copy the five groups to one CBO, set the minimum cost, and adjust according to the data. At this time, you can budget more. In the future, you will look at the data every day, and the CPA is high. Yes, if the ROI starts to go down, shut down the group in time.
If you feel that CPM, CPC, and CTR are unacceptable, but the ROI is okay, you can continue running until you can no longer afford the cost of your single conversion, then you can consider turning it off.
CBO has already said it, so let me mention it, by the way, ABO.
ABO, my usual starting amount is $10, 1-5-10. The next step is to look at the data. When there are more than 200 to 300 impressions, and the CPM is extremely high or the CTR is lower than the average, turn off the ad in time. The rest is mainly based on CTR. Note here that the turned-off ad will continue to be re-opened. Up, don't stop
Then look at the data the next day. If the cost is greater than 5 dollars, there is no additional purchase or checkout initiated. Look at the CTR. If it is not high, you can keep it. If the cost is greater than 10 dollars, there is no additional purchase or checkout initiated. Flexible operation according to the boss's financial resources.
Later, you can almost determine the audience and materials. Here are several situations:
High CTR, high ROI, advance to the next round, high CTR, no loss in ROI, enter the pending area to observe more, lose money on ROI, operate flexibly according to the boss's financial resources. The CTR is average. If the ROI is not losing money, it is better to enter the pending area to observe more. If the ROI is losing money, turn it off and find out the reason.
It’s the expansion stage. Whether you are preparing to do a study and ask your boss to invite you to the third floor or preparing to submit a letter of resignation to your boss, success or failure depends on this!
Vertical expansion = This campaign is very profitable, it is my sibling, so you have to pay more!
Horizontal expansion = budget adjustment for multiple ad groups. Be careful when copying here. It is recommended to copy the players in the undecided area to see if they will collapse. If not, copy the players in the promotion area. When I increase my budget, I always double it. There is also a scientific method of 15-30-50/60-80/100-150-200. But I am more confident and double it. After adding it, I must sleep well at night. Once you get up, don’t watch it in the middle of the night. Only by being mentally strong can you get huge sales! How can a true hero be afraid of his hands and feet?
In addition, there are other things to add budget + copy + pull CBO, copy one item for three consecutive days to expand the country and region, subdivide the age group (25 to 65 is divided into 25-34, 35-44), segment the audience (Depending on personal habits, some people like to target a large audience first, while others can combine orders with a small audience with interest words.) After starting the volume, use similar audiences, and remarketing methods, and subdivide the version with more orders. But, these are all ideas, the ideas are well grasped, and there is no need to worry about making orders. The girl on the third floor said it was wonderful!
According to experience, after adding the budget, the CPM is likely to soar. Xiao Zha needs you to burn paper for him. Hurry up and turn it off immediately, and then turn it back on again. At this time, the CTR may drop. Generally, the drop is within 20%. Accept, if the drop reaches 50%, turn it off, then copy a new group, click, and turn it back on
Echoing the beginning and end, I talked about entering a weak period. Old users all know that if you attract new ads, new customers will increase, the exposure rate will be high, and the click-through rate will be high. If you do not attract new customers, the conversion data will be heartbreakingly low. If your pixels are The audience has never been shuffled or brought in new ones, and only old audiences have been reached, and the frequency will gradually increase. At this time, what you can do is adjust the advertising creativity promptly. In addition, it is to explore Potential customers, find similar audiences, create custom audiences, and then exclude them (it is recommended that the audience base be greater than 2K)
