Facebook Ads Course 2023

Congrats on signing up for the 10 Rules for Facebook Ad Success.

This blueprint should be used as a guide and starting place to understand how to be data-driven when managing, optimizing and scaling your Facebook ads.

The days of manually hacking your way to ad success are no more.

Top direct-response advertisers are now leveraging a specific set of automated ad tactics to unlock new phases for growth. We call these tactics the “10 Rules of Facebook Ad Success” and when used together, they have the ability to transform Facebook ad performance and scale sales.

Now is the time to be more data-driven then ever.

10 Rules for Facebook Ad Success:

• RULE #1: THE 4 CAMPAIGN STRUCTURE

• RULE #2: 1 AUDIENCE (MAX) PER AD SET DURING TESTING

• RULE #3: MINIMUM AUDIENCE SIZE 800K+

• RULE #4: CUT ADS/AD SETS THAT ARE ABOVE AVERAGE (CPR)

• RULE #5: COMBINE AD SETS IF AUCTION OVERLAP IS 15%+

• RULE #6: SCALE BY 5-20% AFTER $50/DAILY

• RULE #7: STACK AUDIENCES WHEN SCALING

• RULE #8: LAUNCH NEW ADS INTO LOW PERFORMING AUDIENCES

• RULE #9: DUPLICATE PROVEN ADS INTO PROVEN AUDIENCES

• RULE #10: MAXIMIZE PIXEL DATA SETTINGS
  

• BONUS RULE #11: NEVER CUT AN AD WITH THE HIGHEST AMOUNT OF SPEND AND HIGHEST NUMBER OF CONVERSIONS WHEN OPTIMIZING

RULE #1: THE 4 CAMPAIGN STRUCTURE

By simplifying your account structure , you allow Facebook’s machine learning to auto test which creative and ad placements drive the best results so that they can optimize for you in real time.

Benefits of fewer campaigns:

1. Improved campaign performance

2. Auto real-time optimization

3. Simplified measurement and reporting

4. Faster opportunity to scale

RULE #2: 1 AUDIENCE (MAX) PER AD SET DURING TESTING

• Test 1 audience per ad set when you’re trying to measure results from your Facebook ads to quickly compare different audiences.

• You should use this strategy during testing to learn which new audiences convert rather than testing informally, such as combining multiple audiences before you know what works, since this can lead to inefficient delivery and unreliable results.

• 1 audiences per ad set during testing helps ensure your audiences will be evenly split and statistically comparable, while informal testing can lead to unproven audiences.

RULE #3: MINIMUM AUDIENCE SIZE 800K+

• Small audiences are not scalable and they are shrinking by the day ever since IOS 14.5.

• Targeting broadly (800K+) essentially means that you're allowing Facebook’s ad delivery system to find the best people to show your ad too.

• This approach can lead to Facebook finding more potential customers you never would've known about otherwise.

• This is great for long term planning since you’ll be able to scale further with a broad audience then you would with a small audience.

RULE #4: CUT ADS/AD SETS THAT ARE ABOVE AVERAGE (CPR)

• First, cut ads above the average cost per result from the ad set column

• Second, cut ad sets that are still above the average cost per result from the ad set even after cutting the ads.

• Third, once you make your cuts give the campaign, ad set, and ads at least 4-7 days to optimize to see performance improve.
  If performance does not improve *revert changes. We follow data. Not Emotions.

RULE #5: COMBINE AD SETS IF AUCTION OVERLAP IS 15%+

HOW TO DIAGNOSE OVERLAP:

There are multiple ways to see if ad set performance is impacted by auction overlap:

• Use the Auction Overlap in the Inspect tool: The Inspect tool lets you track an active ad set’s auction overlap over time. For example, an ad set with 20% auction overlap has been excluded from 20% of eligible auctions due to auction overlap.

• Use Delivery recommendations: In some cases, you may see a delivery recommendation in Account Overview if we believe reducing auction overlap could improve your performance.

HOW TO REDUCE OVERLAP

You can reduce auction overlap by:

• Combining similar ad sets. Combining ad sets (and their budgets) will help you get the results you need faster, which means you’ll see stable results sooner.

• Turning off overlapping ad sets. We typically recommend turning off the ad sets that are Learning Limited or have the fewest results.

• After turning off an ad set, move its budget to the active ad set to maintain a similar or greater number of optimization events.

RULE #6: SCALE BY 5-20% AFTER $50/DAILY

RULE #7: STACK AUDIENCES WHEN SCALING

HOW TO COMBINE AD SETS:

1. Choose the ad sets you want to combine.

2. Create a new ad set to consolidate your other sets into. (This will require an initial learning phase)

3. Consolidate audience and budget from the ad sets you want to combine into one ad set.

4. Add your creative assets. We recommend only including images or videos that are distinct from each other and are proven. (About 6 ads per ad set is optimal for delivery.)

5. Turn off the other ad sets so they don't compete with your combined ad set. For example, if you want to combine 5 ad sets, create a new ad set to consolidate your other sets into, then turn off the other 5.

BENEFITS OF COMBINING:

• Combining similar ad sets and campaigns is more efficient for Facebook’s delivery system and helps find more opportunities for your budget. For example, imagine you have 2 ad sets with the same objective and creative. One is targeted only to men, and one is targeted only to women. You could improve performance by combining those ad sets and broadening the audience to include all genders.

• When you run too many ad sets at the same time, each one gets fewer opportunities to learn and therefore fewer results. This means ad sets may spend more time in the learning phase, and you may spend more budget before the delivery system can fully optimize performance. Combining ad sets will help you get the results you need faster, which means you’ll see stable results sooner.

RULE #8: LAUNCH NEW ADS INTO LOW PERFORMING AUDIENCES

RULE #9: DUPLICATE PROVEN ADS INTO PROVEN AUDIENCES

RULE #10: MAXIMIZE PIXEL DATA SETTINGS

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BONUS RULE #11 NEVER CUT AN AD WITH THE HIGHEST AMOUNT OF SPEND AND HIGHEST NUMBER OF CONVERSIONS WHEN OPTIMIZING

1. Cutting an ad with the highest spend and highest number of conversions can decrease an ad sets performance even more.

2. The reason that ad is receiving all the conversions and spend is because Facebook does not believe it can get results with the other ads.

3. Cutting any ad with the highest spend and highest number of conversions can result in other ads receiving too much spend too quickly and put unbalance in an ad account. Ultimately reversing all progress made.