in this video i'm going to show you how
to test your facebook ads
effectively that means testing them in a
way that gets you better results
faster and how to do it in a way that
doesn't burn cash because you want to
get to that end result
of a successful facebook ad campaign as
quickly and as cost-effectively as
possible right
so despite what some people may have you
believe there is no secret hack
or no special boxes to tick in the right
order inside the facebook ad manager
in order to succeed with facebook ads
what it really comes down to
is having a strategic and well thought
out approach to testing
and then following through with that so
you can continually
improve your results meaning lower your
cost increase your return on ad spend
until you get to where you need to be
and then you can scale
when it comes to testing facebook ads
there are three things you need to get
right
audience creative and copy get all three
things right
and you'll have a very successful
facebook ad campaign on your hands
here's how you do it first make sure you
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whenever i release a new video now on a
serious note let's
look at how we actually get this testing
process right
the first thing i want to say to you is
if you already have data if you
already have audiences that work or you
already know what creatives work or you
already have some copy that works
don't start there use what you already
know
and start testing the other areas now
that said the first thing that i like to
test
when i'm starting from scratch is
audiences and the reason for that is
because i want to test the things that
make the biggest difference first
and then move down and targeting the
right audiences has a huge impact on
your campaign if you're not targeting
the right people with your ads
then your chances of success are very
small so here's how i like to test
audiences to start with first thing
you're going to do is set up a new
campaign
and use ad set budget so i don't use
campaign budget optimization
at this stage simply because when you
use cbo
facebook decides which ad set to
allocate the budget to and if we're
testing
audiences then we're going to have one
ad set per
audience that we want to test and we
want to make sure that each of those ad
sets gets the same amount of spend going
to it because when we look at our data
we need to make sure that we
have a reasonable volume for each ad set
or audience
so that we can make smart decisions if
we went with cbo
what might end up happening is some ad
sets might end up getting a lot of money
spent on them
and some might get very little or even
no money spent on them so we wouldn't be
able to then make a judgment as to
whether they were good
or bad so we want to choose ad set
budgeting in our campaign
now inside that campaign we're going to
create our very first ad set
and inside that ad set you're going to
set up your targeting for the first
audience that you want to test then when
it comes to budget i recommend a daily
budget and setting it to 5 to 10
times the desired cost per
lead that you're looking for so if
you're running to a webinar
or let's say a pdf or a checklist or a
cheat sheet and you're bringing in leads
meaning email subscribers and let's say
you want to get an email subscriber for
five dollars each
you should set your ad set budget to
five to ten times that amount so if five
dollars was your desired cost per lead
you would set the budget between 25
and 50 so if you're selling a 50 product
and the most you want to pay per
customer is
20 then you would set your ad set budget
to somewhere between 20 and
40. one to two times your desired cost
per purchase
now when it comes to placements i like
to choose manual placements and just
remove the audience network
the reason for that is it's one less
variable and i don't generally see great
results on the audience network
so i like to go in and remove that and
then just set everything else up as
you normally would for your campaigns if
you've got specific audiences you need
to exclude
do that if there are specific
demographics that you need to target
go ahead and set that up all as you
usually would
the next thing to do is set up three to
four ads
inside your new ad set so go in set up
these ads each
one with a different creative meaning
image or
video now i like to do it so i've got a
mix maybe it's two images and a video
maybe it's an image a video and a
carousel
but make sure you have a good mix of
creative in there and also
use the same copy for each ad in this
first case the reason being because we
don't want too many variables and we
don't want any more than three to four
ads inside the ad set because otherwise
what happens
is again facebook doesn't allocate
budget evenly so
if we have more than three to four ads
in an ad set
what you'll end up finding is facebook
allocates a lot of budget to some of the
ads
and then not very much to others so we
don't get any meaningful data from that
test
now once you've got that set up simply
duplicate the ad set somewhere between
two and four times
depending on how many audiences you
would like to test now generally the
number of audiences that you want to
test
comes back to the total budget that you
have available
for testing so if you have a large
budget for testing you're going to test
more audiences if you have a small
budget then obviously you're going to be
able to run fewer tests
at any given time let's go back to our
example where we were using 25
a day for that first ad set if you have
let's say a total daily budget of 100
that means you can have four different
ad sets running at 25
a day each to reach your maximum daily
spend
now if you only had a 50 a day maximum
budget and you're running 25
per ad set then obviously you could only
have two ad sets running many could only
test
two audiences at a time the number of
tests you can run
is directly related to your total daily
budget
so once you duplicate the ad set in the
new ad sets meaning the duplicates
just change the audience in each one to
a different audience that you would like
to test
so what you should have are a series of
ad sets each one with a different
audience now a couple of tips
on setting up your audience as well
first thing i will say is don't go all
2015 on me
and set up individual interests for each
headset okay
that used to be a thing way back it's
not anymore
what i like to do with interest instead
is bunch them into logical groups
so let's say you have one ad set with a
bunch of interests that are all
influencers in your industry you might
have another ad set
that contains tools that your particular
avatar
uses and then maybe another ad set that
is a look-alike audience of your
customers
that's the other thing i'll say here is
you should have an ad set that targets a
look-alike and then you should have
another ad set for example that has a
bunch of interests in it and then you
know under the look like or whatever you
want but
inside your campaign you should have
some ad sets that target lookalikes and
some ad sets that target
interest the next thing you're going to
do is start your ads
okay start running the ads and i want
you to leave them for five
days minimum five to seven days is how
long you want to run these
because that's how long it's going to
take you to get reliable data
now if after three days you do notice
that maybe one ad set is really bad like
the performance is terrible
then i might go in and turn that
individual ad set
off okay but generally i let them run
for five days
unless there's something in there that's
just so bad you know it's not going to
ever be anywhere near
your desired kpi now after that five day
testing period
you're going to notice that some of your
ad sets have
outperformed others by quite a margin
those are your winners they're your
better audiences out of the ones that
you tested
okay so what you've just done there is
you've run your first audience test and
you've found that out of all the
audiences you've tested
you know which ones are the best
performers and which ones weren't so
great
so before you go making any changes
turning ad sets off and things like that
i want you to understand
a really important concept here because
it often gets overlooked
now you should have gone into the
testing process with a series of kpis
already set
kpis meaning goals so like let's say you
want to
achieve leads for less than five dollars
your kpi
is a lead cost of five dollars if you
wanted to acquire a customer for less
than twenty dollars
then your kpi there would be a cost per
purchase of under twenty dollars
anything below that is good anything
above that is not good
so i want you to look at these audiences
and you should be paying attention
to the ones that are beating your
kpi that are better than your goal
anything that is
better than your goal where you're going
to reuse those audiences anything
that is not then we can scrap those
audiences and deem them as a failed test
and now that takes us to the second part
of the testing process which is testing
your creatives
what you'll notice after doing that
first round of testing is
you'll also see that some of your ads
have performed better than others
and i want you to look at this in
aggregate so let's say you've run five
different
ad sets meaning you tested five
different audiences and you've had the
same
three to four ads in each of those ad
sets i want you to roll up the data and
look at
all of the data for each ad in an
aggregate
setting and that will allow you to pull
the data together and see which ads
perform the best and which ad didn't
perform so well
what we're trying to see here is if one
type of creative outperformed another or
if one particular creative outperformed
everything else
so if for example you see that your
video ad
greatly outperformed all of the other ad
types or if your carousel
outperformed everything for example what
you can do is then double down on that
in this next
round of creative testing if you see a
particular ad
worked really well pay attention to that
style and you can try different
variations of that
and what you're going to do here is get
another three to four creatives ready
for your testing
so here's how we set this up in a way
that minimizes variables remember
we always want to run these tests in a
clean environment meaning
we want to remove as many variables as
possible so what we're going to do here
is take your best
performing audience from the last test
we're going to duplicate that ad set
meaning it's going to be a brand new ad
set but targeting
that same top performing audience from
our first test
and we're going to create three to four
new ads inside the ad test with our
three to four
new creatives so let's say your videos
outperformed everything else
in the first round we might double down
on that and in this round of testing we
might test
two new video creatives and one new
image okay
that's the advantage of the last round
and having that data available to us
now if you want to test more creatives
let's say you've got the budget to test
six or even nine new creatives at a time
then go ahead and just duplicate that ad
set multiple times and have
three different ads inside each ad set
and each ad set can target the same
audience that's totally fine for the
purpose of these tests
what you don't want to do in this case
though is have the same ads running in
multiple ad sets targeting the same
audiences because then
you're not really testing anything in
those duplicate ad sets okay
so get your new ad sets and your new ads
up and running
and the same thing happens we run them
for five to seven days
then we come back and we make a decision
as to which one performed the best
once you can see which creatives then
performed the best
it's time to test your headlines and
copy and i like to do exactly the same
thing here
so here's how this would look you would
again duplicate your ad set with your
best performing
audience inside that ad set you'll then
have your ads
you want to have four ads inside this
new ad set so if you only had three last
time just duplicate one
create a fourth so you're going to take
your two best creatives two of the ads
inside
the ad set will have creative number one
and the other two ads inside the ad set
will have creative number
two now what you're going to do is for
creative number one you'll test
new copy number one and you'll test new
copy number two for the other
version of creative number one then
again we'll do creative number two and
it will have
the new copy piece number one and then
creative number two
again will have the second new piece of
copy so you're going to have your ad set
with four ads
two creatives and two pieces of new
copy again if you want to run more you
can simply duplicate that ad set which
will have another four ads in it and do
the same in there
with your third and fourth piece of copy
run those for five days
check out your results see which ones
are the winner and you can keep
iterating from here
now if you want to learn more about this
i actually have a video
where i walked through how to use the
data to then know
what to test next so once you've done
these first few rounds of testing
and this is a process that lasts for
weeks if not months
to get it really dialed in and then it's
a lifelong process after that to
continually improve
and to scale and to keep your campaigns
running but
you can actually start to decide what to
test next in an intelligent way
so i've got a video on that i'll put a
link up to that very shortly
but before i do just remember if you
enjoyed this video please just hit the
like button it does mean a lot
it really helps out the channel and if
you want to hear more from me hit
subscribe hit the little bell
and you'll just get notified on youtube
whenever i release a new video on
marketing or digital advertising now as
i said if you want to check out that
video on how to use data to decide what
to test
next that should be popping up somewhere
around here
and i've also got another video on how
to write better facebook ad copy that
might help you as well so that should be
popping up about here
that you can check out now all right as
always thank you for watching
take care bye
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