When is it time RENEW your ads? (18)
Ok I have a campaign running for over two weeks.
It started with a CPC of like 0.20 on a daily spend of 250, now it is 0.27.
Should i renew my ad (with the exact copy), or not?
Thanks.
No, you should upscale!
Your eCPC is going up so increase your daily spend from 250$ to 2,500$ or more if you can.
Every campaign will eventually die out and become unprofitable so you have to upscale and take as much margin as you can before it does.
Once the campaign is at the break even point or close to it, then you can start using new ads. Its important to have your new ads READY for launch at that moment so developing them while you're upscaling is the way to go.
Originally Posted by cbrughmans
Originally Posted by cbrughmans
Let's say an adset (1 ad) is at 10$ budget per day. It's doing well. What's your thoughts on :
1. Scaling it up budget slowly (like 50% daily) and once it dies off, then implement a new ad. (If so do you start with 10$ budget? It's like starting campaign all over again right?)
2. Keep the adset at $10 budget, and create X more identical adset with different individual ads at 10$ each to run simultaneously?
Reason why I ask this is because from my understanding and testing, the budget increase isn't linear with ROI on FB. Just because I have X ROI with $10 budget, doesn't mean I'm going to have similar ROI if I set the adset to $1000 budget daily.
Hi Alfiss,
Those are very good questions!
If you see something is working and the ROI is positive, I would double my budget on a daily basis. Especially when you are starting with 10$.
At the same time I would develop new banners/adset as you call it (maximum 3) but I wouldnt launch them until I see that the ROI from the campaign I'm upscaling is going down.
The main point is that every campaign will sooner or later die out so you better make as much money as you can with the current set up, while meanwhile (in the background) preparing for the next campaign or adset to go live immediately when this happens
Thanks for sharing Christoph!
Is there any reason why you wouldn't launch for example, 10 different ad sets (all similar except diff ads) at $10 starting out? And scaling all those that are working?
Another question. I've been taught to believe Facebook adsets should never be a significant amount (like $50-100++++) as it exponentially decreases the ROI as it rushes to give you shit traffic as they know your budget is high, it's better to have 10 x $10 adset vs 1 x $100 adset. What's your thoughts on this?
Originally Posted by cbrughmans
Originally Posted by cbrughmans
@Christophe: Chunk is talking about his CPC, you're talking about eCPC. I'm assuming you mean earnings per click by mentioning eCPC.
Doing an increase of $250 to $2500 is doomed to be a complete failure if your target demo isn't 20+ million.
My recommendation is "If you see something is working and the ROI is positive, I would double my budget on a daily basis."
If you found gold, dig harder and deeper to get everything out of it before someone else does!
If you are spending 50$ and only making 20$, my recommendation would be to test & optimize a bit more although its gonna be really, really hard to get it profitable with such a big "distance" to go to break even, let alone profit. Sometimes its better to cut your losses, and start all over again.
Hi cbrughmans
Thank you
20$ day i mean profit. So 50$ spent and 70$ profit 
@Scito, you are right. I read eCPC instead of CPC. Now just read it again and the "e" is not there.
CPC in itself is an irrelevant metric. What matters is the eCPC.
Your CPC increased from 0.20 to 0.27 which means a 35% increase. If your revenues increased with more than 35% then you're good. Otherwise you'd have to lower your bit.
The cost is not relevant (CPC), what matters is how much you get out of it (e.g. the margin, eCPC).
Based on the eCPC you make, you decide to STOP or UPSCALE.
My general point is to upscale ASAP as hard as you can when see something is working and is profitable.
what I do in general is to use similar ad-angle on different accounts, you will have ads that will last and work longer than other
Depending on volume I can maybe let it run until 50% ROI and launch new ads at the same time, if new ads outperform older one, I scale the new ones
I'm a bit lost with the logic here and how the discussion drifted.
First of all, I really want to clear the air here because people using abbreviations recklessly drives me a bit mad:
eCPC = effective CPC. This is a cost metric. This is not irrelevant. Given your profit directly involves this metric, i.e. costs, I would say it is highly relevant. Impressions don't go on to potentially generate revenue - clicks do, thus the stark contrast between branding and direct response marketing.
If you are bidding on a CPM basis you have an effective CPC. If you are bidding CPC, your eCPC's are your CPC's. Cost metric.
EPC = earnings per click. Revenue divided by clicks. Revenue metric.
Difference between EPC and eCPC > profit indicator.
That aside, the OP's actual question...
Ad CTRs will go down over time and CPCs will go up, that's generally the nature of most advertising platforms.
In any case renewing ads is one way to test things. Over time ads will get stale for sure and duplicating them can give you a breath of life but ultimately ad performance should meander toward the same outcome with enough volume.
If you do renew ads, make sure to duplicate and run in parallel to get your own data on how well this works. Don't stop an established ad that acts as the benchmark. If you are using oCPM, create ads within the same ad set so they share the optimised audience and maybe make some in another ad set too in order to give a "fresher" test. Putting ads into the same ad set is somewhat against good split-testing practice but one has to remember that oCPM optimises at the ad set level, so there are some mitigating circumstances there if using oCPM effectively.
Other notes:
1. Ad set budget does not exponentially relate with ROI nor does FB send you a flood of crappy traffic just because budget is high. You are thinking of scaling in the middle of the day > FB tries to catch up by sending a flood of impressions. Not always a negative result, but often. Pacing algorithms are a bit better now.
2. I have no idea why you would stop testing ads because one is working well and you want to scale. 80:20. Always be split-testing. Focus on scaling what works and setting aside a portion of time and budget to test new things to find something that works better. The marketer doing this will, in the long run, thoroughly outperform the marketer sticking to the first good ad they find. This is just affiliate101 stuff.
3. Facebook now has minimum budget requirements. In general, you have to budget 2x the CPM bid per ad set or 10x the CPC bid. If you are in a competitive demo you can't get away with $5 or even $10 budgets for ad sets, so duplicating these at low spend is a less practical approach and if using oCPM it is indeed a rather silly way to go about scaling.
Have you seen any inconsistancies with #3 Zeno?
For example on an ad I run my CPC is $0.37 but it won't let me run less than $10 per day, which is wierd because I had been running $5 per day at $0.11 for 2 months before on a similar ad.
Facebook updated these policies within the last two weeks.
Old rules no longer apply.
At a $0.37 bid your ad sets will need to be at least $3.70 I guess, so a little weird that you have to bid $10 per day - not sure I have seen that anywhere in their specifications.
Bump - Scaling tactics! 
The renewal of ads has nothing to do with time, only volume - the amount of volume the ad is getting. Are you sure you're diversifying as far as banners are concerned?
You always need to diversify: run 3 to 5 banners. That way, you'll be able to compare results and understand what works and what doesn't .
Once you compare and get to know what works, you should do this:
1.Test an ad/banner that is completely different;
2.Test the same ad that worked before in a different copy;
3.Test the banner that worked before with the same copy, using a different background/images.
The key is testing. "Renewal" is an idea that you should only think about after you test and actually understand what works.
Best wishes!
Hey,
so what is your stance on actually scaling the ads?
Cheers
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