How to read data, optimize, and scale a Facebook campaign like a Pro (10)

Facebook is one of the top two traffic sources in the world. You can run 100% white hat or you can cloak. Nevertheless the steps to optimize a campaign are pretty much the same.

You first collect data, then you read what the data has to say, make adjustments by editing campaigns/adsets and setting only the winning combinations.

If you want to scale in your vertical, you can use the data that is statistically significant and you already have in your favor to start of new campaigns with a bang, using the right targeting to pretty much instaprofit from the start rather than having to start all over from scratch with the data collection.

Today I am going to share with you how we optimize campaigns by letting the data we paid for do the talking.

A little background:

-This campaign breaks even at $10 CPA
-It currently is at $9.13 CPA, which means we're making a little bit of money already
-Overall I spent $12233 on data thus far

Now it's time to lower the CPA and profit!!


PART 1 - Reading the data

Facebook lets you read data at a campaign, adset, and ad level. I always prefer with big data collection campaigns to look at the campaign level, and work my way through the "BREAKDOWN" options.

This is what the breakdown menu looks like; and what options it has to segment your data:




This Campaign > BREAKDOWN > AGE





*As you can see from my data here, the age groups 25-34,45-54,55-64 all stuck out and had the CPA lower than $10.



This Campaign > BREAKDOWN > GENDER



*Females love to shop, and the data confirms this - the CPA overall for females was only $6.88 while for men it was $10.34 - looks like we should target only women right?


This Campaign > BREAKDOWN > Country


*United states was most of my traffic, although we did try to go into canada broadly and it didn't do so well, so that was disconntinued pretty fast as you can see.


This Campaign > BREAKDOWN > Placement



*Based on our data, desktop did best for this campaign.


This Campaign > BREAKDOWN > Region

When you are doing a mega country like the USA, it's very wise to break down by state (region) in order to find out which states are converting and which ones are not. Some could drain your funds, whilst some states could have the exact demo which could mean super low CPAs.



*As you can see, all of these states are way beyond my CPA of $10 which is break even. Therefore, we dont' want to advertise in these states moving forward, and only focus on the top ones that have CPAs under $10.


NOW WHAT DO WE DO?

Based on the data, we SEE that the following segments (breakdowns) are all under our CPA goal $10.

Ages: 55-64, 45-54,25-34
Gender: Female
States: Alabama, Mississippi, South Carolina, Indiana, Oregon
Placement: Desktop News Feed + Desktop Right Column

Next we want to edit the campaign/adsets so it only targets the above and exclude everything else. This will lower our CPA and put us right into profit.

This data is also extremely useful if you want to scale. Let's say for the sake of this case study, this was a Scarf targeting people who love horses. If we wanted to use our data to pack on more profits, we could take the above information; and try other products in our horse lovers niche (maybe hats, purses, sweaters, necklaces, etc, etc)

Isn't this pretty much the basic stuff for optimizing any campaign?

Plus, if you already had a Persona defined for your business, you would have known already what's the age, gender, marital status, occupation, interests, etc. At least if we're talking about serious business here and not some churn and burn campaigns.

I suggest everybody to watch some real programs from Frank Kern or Ryan Deiss and then you'll really know how to optimize and scale campaigns for multi-million $ businesses.

Originally Posted by mc2882

Isn't this pretty much the basic stuff for optimizing any campaign?

No, it's my right to have an opinion on this and as I found the title appealing "... like a PRO", I was expecting something more advanced. I know you can't give much for free, but still, you can't put a title like this to a thread where you explain basic stuff that every new marketer does on FB anyway from his first month.

Do a google search on "facebook campaign optimization" and you'll find in every article the demographics optimization, it's the most basic stuff on FB.

Really, if you didn't know about breaking the stats by demographics, I'm sorry for you pal, read the post, you'll find it useful. But let me tell you, if you didn't know this already, you've been doing marketing the wrong way for too long.

Don't get me wrong, Attila has some awesome articles and guides, here and his blog as well, it's just I was expecting for more when I read the title of the thread, that's all.

PS: how would you like me to open a thread on "Here's how the PROs optimize their mobile campaigns and scale the shit out of them, 10000% ROI" and I tell you to ban the placements that spend 3-5xpayout with no conversions, ban the OS that didn't convert and increase the bids on those who convert. Wouldn't you want to hit me in the head with a shovel for putting this title to a basic, almost useless thread? I think you would, I made you waste your time reading my thread where I say basic stuff that 99% of beginners already learn in their 1st day of marketing.

So, sorry for having my own opinion on this and for sharing it here, this must have disturbed you pretty hard.

Yo well Atilla is a Certified Pro writing this...and not some freelance writer or some guy that spent $150 that one time, or some account manager at acme facebook tool.


Possibly the expert advice is just plain and simple sometimes. But if you want more indepth articles about digging down onto Audience Insights...Retargetting...switching out 200 creatives across a tree of 480 adsets. Sure....those case studies you can Google. But Atilla makes $$$$ and he explains things in a way most can understand props!

Originally Posted by mc2882

No, it's my right to have an opinion on this and as I found the title appealing "... like a PRO", I was expecting something more advanced. I know you can't give much for free, but still, you can't put a title like this to a thread where you explain basic stuff that every new marketer does on FB anyway from his first month.

Do a google search on "facebook campaign optimization" and you'll find in every article the demographics optimization, it's the most basic stuff on FB.

Really, if you didn't know about breaking the stats by demographics, I'm sorry for you pal, read the post, you'll find it useful. But let me tell you, if you didn't know this already, you've been doing marketing the wrong way for too long.

Don't get me wrong, Attila has some awesome articles and guides, here and his blog as well, it's just I was expecting for more when I read the title of the thread, that's all.

PS: how would you like me to open a thread on "Here's how the PROs optimize their mobile campaigns and scale the shit out of them, 10000% ROI" and I tell you to ban the placements that spend 3-5xpayout with no conversions, ban the OS that didn't convert and increase the bids on those who convert. Wouldn't you want to hit me in the head with a shovel for putting this title to a basic, almost useless thread? I think you would, I made you waste your time reading my thread where I say basic stuff that 99% of beginners already learn in their 1st day of marketing.

So, sorry for having my own opinion on this and for sharing it here, this must have disturbed you pretty hard.

This is awesome iAmAttila, thanks!
What would be your minimum audience size when re-targeting?

Great post Attila, I approciate the time and effort you put in to explain stuff with screens and thinking.

$12,233 worth of data? Love it. Thank you Attila!

Thank for share, but how use FB without Ban?, what soft cloacker use?

THX

Regards

Originally Posted by mj10pop

Thank for share, but how use FB without Ban?, what soft cloacker use?

THX

Regards