If you’ve followed the previous 5 posts attached to this 6 steps to Facebook ads series (please see the resources section), then you should have your audience selection, offer, headlines, creatives and ad placements all dialed in. Now let’s talk about how to run a Facebook ad campaign effectively by duplicating our ads and ad sets, optimizing and scaling our campaigns.
This post reviews why and how we duplicate our ads and ad sets before moving on to launching our campaigns and how to optimize and scale them correctly.
By the end of this post, you should have your ad campaign launched and generating new leads in the coming days!
*This post contains affiliate links, which I may receive compensation from. This is at no cost to you and lets me keep the lights on. Read more here…
Duplicating Ad Sets And Ads
Before we dive into how to exactly duplicate our campaign components, it seems appropriate to briefly discuss why we do this. Basically, this can be argued by two main points. It’s also important to remember that we want to test multiple ad variations, so we use the duplication strategy because:
- It’s quicker and easier than making new ads and ad set for each audience, creative or variable that we want to test
- It allows us to stay consistent and only change out specific parts we want to test for
- This ensures that our testing is well controlled and there are no additional “minor” changes added to new variations that could compound and influence our results
So when you’re duplicating your ads and ad set and deciding which variable to test/change in the new copy, I recommend you choose only one element of your campaign to change at a time.
That is, don’t test different headlines, different images and different ad copy all in the same copy – make a different duplication for each variable tested.
Also, it’s important to note that although we are only budgeting $5-10/day, this is the budget for only one ad or ad set.
The more duplicates you make and test, the more your daily budget will be increasing with each new duplicate!
So please keep a close eye on this and ONLY SPEND WHAT YOU FEEL COMFORTABLE SPENDING ON ADS.
OK, so let’s move into how we duplicate our ad sets and ads.
Duplicating Your Ads (Creatives)
I recommend duplicating the ads first and the ad sets second. This is because you’ll probably want to test the same creatives and ad copy for each audience.
So logically, duplicating and creating all ad variants you want to test first will be placed under the same one ad set. This will be easy to then simply duplicate the ad set and all the ad copies you made along with it, then you’ll just change out the audience.
- Go to your “Ads Manager” and navigate to the specific ad you want to duplicate (not the edit mode; see below)
- Now, hover over the ad you want to duplicate and click the “Duplicate” option that appears
- Make sure that “Existing Campaign” is selected (we don’t want to create another campaign – we want our copied ad to be placed in the same campaign, because we’re just testing a different ad creative while keeping the same audience and campaign objective)
- Naturally, you’ll be adding it to the “Existing ad set” (so we keep the same audience, ad placements and conversion events)
- I recommend you keep the number of copies to 1 (just to keep things easy and organized for now)
- Click “Duplicate” and you’ll see your copy on your main screen now
- Now, go into that duplicated ad (it should be labeled with the same ad name but “copy” at the end) and change out the thing you’re testing (i.e., change the image to a different picture or video) and rename it to reflect the specific creative you changed or copy you updated
- Repeat this process for the number of images/videos/headlines/etc. you’re going to test
OK great! Now we can go to our ad sets and duplicate those!
Duplicating Your Ad Sets (Audiences)
Alright, now that you have all the ad level variants you want to test for in your campaign, let’s turn our attention to the audiences we want to test. To do this, we’ll need to duplicate our ad set.
- Same as before, go to your ads manager and the appropriate campaign, but navigate to the ad set level
- Just like above, hover over the appropriate ad set and click “Duplicate”
- Again, we will be keeping this in the existing campaign
- Go into the duplicate ad set and change out the audience to another saved audience that you created previously and name that new ad set something related to that audience testing
- Finished! Repeat this process for as many audiences you’d like to test
Sweet! So now you should have everything set up and ready for launch. At this point, you can go through and double check that everything looks good. Otherwise, let’s launch this thing!
Launching Our Facebook Ad Campaign
Launching our campaigns is rather straightforward and can be done with just the click of a button.
- Go in to your Ad Manager and click on the campaign you want to go live
- Click “Publish”
- You may have to go through and check off/select the ads and ad sets that you want to go live
Do note that your Facebook Business Manager will read each ad set and each ad as an individual item to be published.
So, if Facebook says it’s publishing like 20 items, don’t worry ~ that’s still just one campaign, just with a total of 20 variations within your campaign, ad sets and ads!
Also keep in mind that after you publish these ads, your status will read “In Review”
- This is normal and it may stay in this status for longer if this is your first (or one of your first) campaigns
- It can potentially take up to 24 hours for your ads to get approved
- Just try to be patient during this process and as long as you followed the policies for staying Facebook compliant, you should be good to go
And that’s it for launching your campaign! Now we can sit back and wait for data to come in on our ads (once they go live).
Once our ads have been running for at least 2-3 days, we will be able to optimize, scale and pause the under-performing ads/ad sets within our campaign.
So let’s review how to optimize and scale now!
Optimization & Scaling Your Facebook Ads
So first, it should be noted that Facebook’s algorithm works off of machine learning and is constantly being updated and improved.
For example, Facebook’s roll out of campaign budget optimization represents how the platform is always improving automation features and optimization metrics.
So, although the Facebook algorithm is always optimizing in your favor and in response to the campaign objective that you set, there are things we need to be doing to ensure we’re spending our money efficiently and creating a successful ad campaign.
Furthermore, higher budgets beyond $5 are really required to optimize most efficiently (the FB algorithm struggles with optimizing at a $5/day budget).
So, the $5/day budget was just for testing our initial ads/ad sets to see which ones perform best.
Once you determine which ads are performing best, you can pause the ads that are under-performing and raise the budgets to the ads that are doing well.
This will enhance your results and the Facebook algorithm will be able to optimize better and better with each budget raise.
It’s important however to not raise your budget to quickly or sporadically. It is recommended to double your budget on winning ad sets every 3-4 days until you reach about $50. After that, increase the budget by ~10-20% each time.
So this is scaling and optimization in a nutshell: boost the daily ad spend to winning ads/ad sets while pausing or turning off the under-performing ads and ad sets.
So, how do we determine which ads and ad sets are winning and which are under-performing?
Read on below!
How To Determine Winning & Losing Ads
OK, once you have your ads running for a few days or more, you’ll need to know how to read the data for making optimization/scaling decisions. So below is a brief guide that will satisfy the objectives for this course and campaign.
Do keep in mind that you should always strive to make data-driven decisions. That is, just because your ad is under-performing for a couple or a few days does not mean it is a losing ad. This is just statistical variation and does not represent longer term data trends.
This is why we only make budgeting and optimization decisions every 3 days at least. So if your ads are not performing well but it’s only been a couple days, try to remain patient and trust the data, not your gut.
OK, so let’s briefly introduce some ways to read and interpret the ads!
- Go to your Ads Manager and look at the different data that is being reported for you
- Look at the Front End metrics (ad spend, link clicks, click through rates, engagement)
- Look at the Back End metrics (adds to cart, checkouts initiated, website purchases, ROAS)
- It is very useful if you can grab numbers from your external site/funnel landing page
- This is because Facebook’s reporting for these back-end metrics are not exact or often inflated
- However, even if you’re only looking at CTRs (click-through rates) and your overall sales/revenue that are attributed to the campaign:
- You’ll still be able to see which ads have high click-through rates and higher revenue results
- You’ll be able to make rudimentary optimization/scaling decisions sufficiently from these data
I’ve also included a free done-for-you spreadsheet that includes some metrics to focus on. You can simply plug-and-play to determine some figures:
- Free Spreadsheet (see “Advanced Optimization & Analysis” below for more details)
- This link will open in your Google account, where you can simply make a copy and start editing
Just remember to track your data daily and to make decisions based off of at least a few days of readings. As for where to find this information, you can locate a variety of metrics within the ads manager:
- You can find these tools by customizing your campaign “columns”
- From here you can choose various metrics. Below are a few ideas to get started, especially if you’re an E-Commerce store or have a checkout process on your site:
- website adds to cart
- website checkouts initiated
- website purchases
You can search for, add and also rearrange the order that these KPIs are displayed on the right hand side by dragging and dropping the items into their desired places.
There are a great deal of performance indicators (too many to count) inside the Ads Manager. For this reason and since each campaign objective and business goals vary, this post will not spend any more time exploring these metrics.
However, please leave a comment below if you’d like more information on how to manually find, read and interpret the data better! Or, you could use a software to make your life easier…
Optional – Make Your Life Easier
If you’re anything like me though, you may prefer the easier route. For this, I strongly recommend using the software package SuperMetrics. It’s much cheaper compared to other similar ad performance tools, yet just as robust.
Most importantly, it will save you time, energy and money since you’ll have a powerful software tool telling you exactly which ads are performing well and which are under-performing.
Also, if you spend any amount of time exploring your Facebook Business Manager, you’ll notice there’s an analytics tool. This can be a great way to look at your data and numbers and see how your campaigns are performing.
However, I feel it can be limiting and a little confusing to get used to and to draw conclusions from. That’s why I prefer the SuperMetrics software package.
Although we have to pay for the subscription (starting at $69/month), I feel I get my money’s worth by the amount of time saved from not running my own reports and also by not having to second guess my analyses and data crunching skills.
Or worse yet, having my emotions cloud my judgement and how I measure and interpret my KPIs.
Also, this software comes with a completely FREE TRIAL if you follow my link on this page, so you can test it out and if you find it’s not worth the coin, then you can simply drop it and go with the manual approach.
Regardless if you choose to go with the software approach or the DIY data-reading method, there is some more ad related jargon that can help with general understanding and decision making.
Advanced Optimization & Analysis
Below is a brief list of final thoughts and information on ad data and interpreting your results.
- Understand your Key Performance Indicators (KPIs) associated with running ads to your business (the spreadsheet I attached above provides formulas for tracking some industry standard KPIs for your ads)
- All you need to do is find the data from the FB business manager (and/or your website/funnel page) and input these data into the respective slots each day
Rules of Thumb
- If it’s profitable, leave it alone!
- If you’re testing for new optimizations, do so in a new ad set (i.e., if you change information on a profitable ad/ad set, it may not be profitable anymore – so make a new ad/ad set to test a new idea)
- Make data-driven decisions (don’t be emotional about results or what you think something is/should be)
- Test, test and test some more – this is the only way to find the most profitable campaigns and ads/ad sets
- Don’t make any changes to or decisions (to optimize) an ad during the initial 3 days when you launch a new ad/campaign (or 3 days after making any changes/adjustments)
- Don’t consider ad results to be statistically relevant until after at least 30 clicks (but the more clicks, the better of course)
Thank You For Reading
If you’ve completed the previous 6 steps and/or you’ve successfully launched your Facebook ad campaign, then congratulations! You’re on your way to generating new leads, sales and profit for your business.
If you ever find yourself stuck or needing questions answered, I want this website to be somewhere you can freely reference anytime.
So please leave a comment below of any topics you’d like more information on and I will work to create content and answer your inquiries.
In addition, if you ever run into issues beyond the scope of reading and trial and error, feel free to contact me for a consultation call.
Good luck and please check this page often as it will be consistently updated with new content on Facebook ad strategies and digital marketing techniques.
Thanks again for your reading! Leave your comments below and let me know what you’re still struggling with!