Facebook Ads is powerful, we all know that. But what many advertisers tend to forget is the power of synergy between having an optimal campaign structure along with proper optimization & delivery settings (bids, budget, optimization goal, billing event and so on).
The best way to explain what this actually means is of course - some examples.
Example: Campaign structure & budget
The synergy between the campaign structure and the budget you have is huge.
Let's say you're an E-commerce with an average cost per purchase of $50. Let's say your total daily budget for Facebook Ads is $200 - what would you afford? An average of 4 purchases per day. If you, in this scenario, would set up 2 campaigns each containing 3 ad sets - that would give you an average daily budget per ad set of (200/6) = $33. In other words; you would afford 0,66 purchases a day - on average.
Just by giving you the premises for this example - I hope you see a big flaw in the campaign structure. Being able to afford only 0,66 purchases per ad set and day - that won't get you far. Even on campaign level (0,66 * 3 ad sets), being able to afford 2 daily purchases isn't enough.
For Facebook algorithms to be able to learn who are actually converting (and therefore enhance the cost efficiency further) - they need at least 50 weekly conversions (in this case: purchases) per ad set. By having this as a rule of thumb, you can easily calculate how much budget you should have on your campaigns/ad sets.
Let's say you have a retargeting campaign with 3 ad sets. Your average cost per purchase in retargeting is $15. Your daily budget per ad set would in that case be (15*50/7) $107.
If you're a Zalster user, our Budget optimization algorithms takes care of this for you, meaning you only have to make sure that you have enough daily budget for 50 weekly conversions on campaign level. Then it's up to our algorithms to distribute your budget properly between ad sets and campaigns chosen in the optimization algorithm.
Example: Budget & Bid
The collaboration between budget and bid is also crucial. The bid you set, determines what part of your audience you'll reach. The budget you set, also determines this. Together, they determine who you reach - and with what "self-confidence" the Facebook algorithms will have when delivering.
Same thing here, if your bid is $20 per conversion and your daily budget is $50 - you will probably not end up with great results. Not compared to if you could actually afford at least 5 daily conversion.
The key take away here is having a proper ratio between budget and the bid. The difficult thing in this is knowing what budget and bid is the most optimal to maximize performance and delivery. This changes from day to day, due to a myriad of reasons. If you're a Zalster user, running our Optimization algorithm - you won't have to care about this, since we make sure that the settings are optimal 24/7.
Example: THE NUMBER OF ADS
Another common mistake is having over-belief in the number of ads that you can have in an ad set, if the goal partially is to learn which of them works. That's why there's a problem when a tool gives you the opportunity to "create 100s of ads in just a few clicks" - without talking about the risks of doing this.
If your daily budget on an ad set is $200 and your average cost per conversion is $20 - you will afford 10 daily conversions. Let's say you have 10 different ads in this ad set. If ad impressions were delivered equally - each ad would get an average of 1 conversion per day. Just by doing this simplified math, we can discover that it will take a huge amount of time - just to get enough data to actually have a statistically significant result.
This is why the number of ads running also is a factor relevant to take into consideration. Don't overdo the number of ads (in relation to the budget) - and of course, don't have too few.
example: time & NUMBER OF CHANGES
Another great variable in what results you'll get is how often you're doing changes to your campaigns. Major changes (such as targeting, bids, budgets and delivery settings) will reset the "learning phase" of the Facebook algorithms. Therefore, you should avoid making changes too often (especially if you don't know exactly what constitutes a "major change").
Time passed without any major changes is regularly a good thing for your campaigns. So try not to micro-manage the optimization algorithms of Facebook (and Zalster, if you're using us).
- An optimal campaign structure (number of campaigns, ad sets and ads) is crucial for great performance.
- Make sure you can afford 5+ daily conversions on ad set level (at least on campaign level).
- Bids and budgets not only determines costs, but also what part of your specified audience you're reaching.
- Avoid having too many ads, compared to your daily budget.
- Don't make changes too often (if it's not crucial).
- Use common sense :)