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Facebook campaign optimization

by Smiljan
7 replies
  • PPC/SEM
    • |
Hey all,

I'm reaching out to my fellow marketers that run Facebook ads for a piece of your mind.

How would you tackle the following situation?

I run ads for a digital product in the financial markets.

Now the acquisition has been okay but I want to make more out of the existing campaigns.

The initial campaign split is the following:

Cold ads - Interests targeting for Tier1, Tier2 & Tier3 countries with CBO while limiting the budget on the ad group level whereas Tier 3 gets the lowest budget and Tier 1 the highest.

Now having said that, the ad group optimization is quite difficult since in tier 1 there are 15 countries, tier 2 at least 30, tier 3 more than 30 countries.
Also, I target multiple interests in a single ad group and it's impossible to see what interest brought you the best results.
Finally, when you break it down by countries you're not able to see the conversions per country because of these latest iOS changes.

How would you structure the campaign considering I don't have an unlimited budget to test many ad groups with a single interest per ad group and also on top of that the tier1, tier2 segmentation or let alone by country...

For example, it would be impossible for me to create ad groups like this:

Ad group - Canada - Lollypops
Ad group - Canada - Icecreams
Ad Group - Germany - Lollypops etc etc.. you get my point

Thanks a lot
#campaign #facebook #optimization
  • Profile picture of the author Awais_Afzal1
    Originally Posted by Smiljan View Post

    Hey all,

    I'm reaching out to my fellow marketers that run Facebook ads for a piece of your mind.

    How would you tackle the following situation?

    I run ads for a digital product in the financial markets.

    Now the acquisition has been okay but I want to make more out of the existing campaigns.

    The initial campaign split is the following:

    Cold ads - Interests targeting for Tier1, Tier2 & Tier3 countries with CBO while limiting the budget on the ad group level whereas Tier 3 gets the lowest budget and Tier 1 the highest.

    Now having said that, the ad group optimization is quite difficult since in tier 1 there are 15 countries, tier 2 at least 30, tier 3 more than 30 countries.
    Also, I target multiple interests in a single ad group and it's impossible to see what interest brought you the best results.
    Finally, when you break it down by countries you're not able to see the conversions per country because of these latest iOS changes.

    How would you structure the campaign considering I don't have an unlimited budget to test many ad groups with a single interest per ad group and also on top of that the tier1, tier2 segmentation or let alone by country...

    For example, it would be impossible for me to create ad groups like this:

    Ad group - Canada - Lollypops
    Ad group - Canada - Icecreams
    Ad Group - Germany - Lollypops etc etc.. you get my point

    Thanks a lot

    What is Your Ultimate Goal? Do you wanted to reduce the Cost Per Result? How Much cost per result are you getting currently? Furthermore, its not about single interest. Its about campaign objective and what you actually wanted to achieve. If you are driving Prospects to your website. You should better to place facebook pixel on your website and test all events based on that try to retarget on warm audience and see if you can able to reduce the total ROMI ( Return on Marketing Investment). Pro Tip: If you currently haven't started to retarget your custom audience try to do following things.

    Try to go with Dynamic creatives: So that facebook algorithm can automatically optimize your creatives.

    Try to find what demographics are getting you Lowest Cost Per Result:

    Try to find out what time you get expensive cost per result.

    Get your desired Cost Per Result and then setup Facebook Bid Cap Strategy or Cost Cap strategy. .In this way you would be able to achieve your desired goal.
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    • Profile picture of the author Smiljan
      Originally Posted by Awais_Afzal1 View Post

      What is Your Ultimate Goal? Do you wanted to reduce the Cost Per Result? How Much cost per result are you getting currently? Furthermore, its not about single interest. Its about campaign objective and what you actually wanted to achieve. If you are driving Prospects to your website. You should better to place facebook pixel on your website and test all events based on that try to retarget on warm audience and see if you can able to reduce the total ROMI ( Return on Marketing Investment). Pro Tip: If you currently haven't started to retarget your custom audience try to do following things.

      Try to go with Dynamic creatives: So that facebook algorithm can automatically optimize your creatives.

      Try to find what demographics are getting you Lowest Cost Per Result:

      Try to find out what time you get expensive cost per result.

      Get your desired Cost Per Result and then setup Facebook Bid Cap Strategy or Cost Cap strategy. .In this way you would be able to achieve your desired goal.
      Hi, thank you for your answer. I am already running remarketing campaigns and I am tracking the events. My question is for the cold ads only.

      The goal of the campaign is to decrease the CPA and ultimately get more sales.
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  • Profile picture of the author webcastlekochi
    These days, how hard we try sometimes campaigns wont run according to our plan.
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  • Profile picture of the author Awais_Afzal1
    Exactly so therefore i always do split testing for each 1000 impression or after 5 days.
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  • Profile picture of the author shaba karim
    they charged too much and i got low traffic by them not a good idea
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  • Profile picture of the author Klara Pelhe
    Originally Posted by Smiljan View Post

    Hey all,

    I'm reaching out to my fellow marketers that run Facebook ads for a piece of your mind.

    How would you tackle the following situation?

    I run ads for a digital product in the financial markets.

    Now the acquisition has been okay but I want to make more out of the existing campaigns.

    The initial campaign split is the following:

    Cold ads - Interests targeting for Tier1, Tier2 & Tier3 countries with CBO while limiting the budget on the ad group level whereas Tier 3 gets the lowest budget and Tier 1 the highest.

    Now having said that, the ad group optimization is quite difficult since in tier 1 there are 15 countries, tier 2 at least 30, tier 3 more than 30 countries.
    Also, I target multiple interests in a single ad group and it's impossible to see what interest brought you the best results.
    Finally, when you break it down by countries you're not able to see the conversions per country because of these latest iOS changes.

    How would you structure the campaign considering I don't have an unlimited budget to test many ad groups with a single interest per ad group and also on top of that the tier1, tier2 segmentation or let alone by country...

    For example, it would be impossible for me to create ad groups like this:

    Ad group - Canada - Lollypops
    Ad group - Canada - Icecreams
    Ad Group - Germany - Lollypops etc etc.. you get my point

    Thanks a lot
    I understand your situation completely and I agree with you it sucks that you can't see conversion per each country as this is something that could really be useful for figuring out what is working and what's not. But, since this isn't the case and you don't have that broad budget for testing different GEO placement, you maybe should try out with some dynamic ads, as here Facebook will allow you to insert various creatives, audience targeting, and so on, and they will try to get you most clicks with less money investment so maybe this could be the best option for you at the moment.
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  • Profile picture of the author doppcall
    Your planning is good for now...
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