ONE Facebook Ads Tip To Transform Your ResultsNov 28, 2022
The "standard" way to run Facebook Ads (and even the method Facebook/Meta themselves recommend) is to combine multiple different detailed targeted options into a single Ad Set, as you can see in the example below:
Whilst this IS something I recommend doing further down the line (I'll cover this shortly), it's NOT something I recommend doing right out of the gate, as Facebook will recommend you to do. Yes, I'm saying to go against Facebook's advice here!
The reason why I 100% believe this is the right approach, makes a lot of sense when you think about it (although, it took me a good few months to realize this!)...
When you lump a bunch of targeting options together into a single Ad Set, however that Ad Set performs, good or bad, you have absolutely no idea which of the targeting options you chose worked and which ones didn't.
There will almost definitely be targeting options in your Ad Sets that don't work and will be pulling down the performance of the entire Ad Set.
Likewise, there will also be targeting options in your Ad Sets that are doing all or most of the legwork for you.
The problem is, you don't know which ones!
How do you get around this problem then?
Very simply, you test each audience (i.e. targeting option) in its own Ad Set, which would look something like this:
When you test each audience individually in its own Ad Set and track the results using Amazon Attribution, you know whether a single audience is working or not.
If it works, great, you can scale it up. If it doesn't work, no problem, turn off the Ad Set and move on to testing a new audience.
Yes, this strategy can potentially cost a little more in the short term, but long term, it's the ONLY way to know whether an audience is actually generating sales and page reads for you.
If you're lumping a bunch of unproven audiences together into a single Ad Set, you're throwing spaghetti at the wall, and you won't know which audiences to double down on and which audiences to turn off.
Stacking Proven Audiences
I mentioned at the beginning of this email that it's ok to combine audiences together into a single Ad Set further down the line.
You should ONLY do this with proven audiences – i.e. audiences you have tested individually in their own Ad Sets and have actually converted into sales and/or page reads.
This strategy is something I share inside Jumpstart Facebook Ads For Authors and will help you build bigger audiences that are easier to scale.
TL;DR (Too Long; Didn't Read)
1. Don't stack unproven audiences together into a single Ad Set
2. Test audiences individually in their own Ad Sets
3. ONLY stack proven audiences together into a single Ad Set to help you scale
And that's going to wrap up today's edition of The Morning ACOS.
I'll be back with you tomorrow where I'll be sharing my advice on what to do when Amazon is recommending you increase your Campaign budgets.
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