Question for the pros:
I have found that creating a campaign setting the budget to something like $10, creating 4-5 ads with a high CPC, I can get those high CTR's. My question is in terms of scaling. Would it be better for me to replicate this campaign say 4-5 more times so I would have spends of $40-50 day divided among 4-5 campaigns? or should I work on increasing my budget in small increments? My demo size is like 200-300k and my frequency hits 2+ at around $10.
I guess the concern is if you duplicate the campaigns, you may be showing the same ad to the same people which might have a negative impact on ROI.
Thoughts? suggestions?
Thanks!
If you change your budget by a large increment, the only decent way to go about it is doing it at the start of a new day so that it spreads evenly. If you up your budget by a decent chunk during the day, Facebook will try to serve them as quickly as possibly to spend your entire budget. That's going to saturate your ad, drop the CTR and increase the CPC. I've had ads that were chugging along great until I made a late budget change. A lot of times they don't recover. I've found creating a duplicate ad and starting over was the best bet in that situation.
Even raising it in small increments can effect the quality sometimes and it'll be hard to gauge where your CTR and CPC is going to be resting until the next day. I'm using the small increment method now but it does backfire once in a blue moon.
Doing it first thing at 12:01 is going to give you the smallest amount of risk. Also, when raising your budget, make sure you keep an eye on it until you're sure the stats aren't trending downward heavily. Naturally they will a bit when you scale and serve more impressions, but If there's a lot of room between your bid and the CPC, you could end up with a huge CPC when you get back to the computer!
I appreciate it Gozzo.. good stuff!
Do you ever create multiple campaigns of the same campaign to scale instead? have you ever looked into this on your own? pros vs. cons?
Thx!!
Nah. If you're not going to change any variables to split test, there's no reason to run them against each other. They'd be fighting for the same impressions and driving each other's cost up.
A benefit I could see from creating the same ad twice in different campaigns would be to test out different bidding methods. If you were to low ball a bid on Ad A and it gets a low CTR and bad ad history due to that, it could be beneficial to have some approved and ready to go on backup if you're confident that the ad copy is a winner. Pause Ad A, press play on Ad B, and try again.
With the way FB has been inconsistent with ad delivery lately, this is actually a neat idea I may try out!
If you want your budget for the day to be $50
Make say 12-15 $10 campaigns, let them run for a couple hours. Then keep the best 5 to get your $50 daily spend.
Its better to optimize by reducing spend than trying to increase it.