How to increase volume (7)
I'm spending $100/d in U.S. with 60m people targeted, but campaign reach is only 600,000 so far.
I've spent $300 and already frequency is about 2. With such a small spend, I'm surprised to see the frequency already going up.
I'm still a bit new to FB, and trying to understand how it works to scale this up? I.e. if I spend 1k/day does it keep showing the same ads to the 600k users, or does it start opening up more into the 60m people targeted?
60... million? Demo waaaaaaaaay too big, for pretty much anything. With such a broad demo, unless you are bidding exceptionally high, it won't take much for a more targeted ad to get delivered over yours. Additionally what kind of CTRs do your ads have? FB isn't going to take a crappy performing ad and deliver it to 60 million people.
thanks for the insights, ctr is only about 0.1%, diet vertical for this test. Only targeting gender and age currently.
So higher CTR and more targeting could open up more volume?
For sure. I would split that up into much tighter age groups. You probably want to segment your metrics down to smaller age pockets and focus on optimising for each individually. I'm assuming you're targeting something like Male 20-65. What images, ad copy and angle work for a 20 your old male could be completely different for a 41 year old. Going BROAD and optimising is one thing but you need a plan for that, and without keyword stats or back end age conversion data + responder demo's you're going to have a hard time figuring out how to move forward.
With low budget perhaps try collecting data on 5-10 year age pockets and move on from there. Is this approach more scalable? Well, you are bound to iterate toward higher performing ads so yes. That and you are addressing your audiences individually so can optimise ads for them individually, which generally means higher backend performance giving you more room to scale safely.
I'll try the age group segmentation. What about broad categories / precise interests?
I don't like broad categories, never found them useful. You'll need to test using them as well as keyword targets, no one can tell you whether they will work or not, only your data can. Depends on too many things... e.g. how you set up the campaign, angle, creatives, offer, etc. Perhaps find out what the highest converting age demographic is for your offer is and play around with that age group first. Don't try to test too many variables at once, it scatters the data and your mind.
you are competing against this:
You'll be able to beat my ads only if you bid astronomically high. Not trying to boast or dampen your spirit. But if you are new to FB, it's better to keep your ads highly targeted.
You will need to do a shitload of testing and also understand the quirks of FB's bidding system before you setup campaigns that target 60mil people.
CTR and ROI take a serious hit when you drastically increase your ad spend. It will be a big mistake to scale your campaign to 1k/day if you already have a CTR of 0.1%
Take a look at your campaign's responder demographics. Find the best age range and start from there. Then, as zeno said, target precise interests and create variations of your ads specific to those age groups.
Spending $1,000 to $5000 per day on FB is completely different from spending $100. I learned that the hard way. It will be better if you create a large number of small targeted campaigns for now...and go broad once you have a real winner on your hands.
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