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How To Find The Highest ROI Image/Angle for Your FB Ad Campaign (10)

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Angles are one of the most important things (aside images) when it comes to Facebook.

Having a good angle can make or break a campaign. Why? Because the marketing ‘angle’ is how you can connect with your audience. And here’s the funny part; if you come up with what you think is a killer angle, it might actually suck. Most of the times, the stupidest angles I thought would never ever work, end up killing it and performing 300% better than the one I thought is the best.

To test angles, you first should dial in the best image. Start by doing 10 ads, with no angle, and see which one gets you the highest CTR.

After you have done that, duplicate the adset with the winning ad and change just 1 element. The TEXT for your ad. This text should be various angles you’ve come up with for your offer. If you have a hard time being creative, BannersLanders offers a service called AngleSaurus where they will write you 10 angles for $100 bucks. So you might want to hire them if you struggle with creativity.

Anyways, the trick to properly testing angles on Facebook is campaign structure and time. You cannot call the winner in a few hours, day, etc. I find from many, many data driven tests that it takes a total of 3 full days to properly optimize to a point where the best ad set ‘levels’ out.

Part #1 — Finding your winning image

Step 1) Make a campaign with the ‘Website Conversions’ objective; set it for optimize for leads if you are doing lead gen, or optimize for purchase if you are doing ecommerce, or something else if you are doing other things.

Step 2) Create your adset, set the targeting, and create your ad.

Step 3) Duplicate the adset 9x and change the image on all ads one by one, so they are different per ad.

REMEMBER in this first part, you are not testing for an angle.

Part #2 – Got the highest CTR (All) image? Good, now the fun begins.

Step 1) Duplicate the best adset how ever many angles you come up with, I like to do 10.

Step 2) Edit each ad, and place your angle

Step 3) Upload/save the changes.

Step 4) Let it run for 3 days before cutting anything, I typically test an angle at $40 per adset.

If you cut it fast, you will make the mistake of not letting facebook properly optimize and settle the best/strongest angle.

Here’s a screenshot of WHY you should be testing angles. As you can see, the angles I highlighted KILL the others. There are some that get 0 conversions, really bad CTR while these 3 do super well. That’s the power of angles!

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Lets say then you found the absolute Best Campaign for US|M18-25|Celebrity Interest.

Do you scale by duplicating for the same audience, or do you duplicate the same killer adset for other audiences, while excluding the original one? I run into the problem of having many low budget campaigns for the same audience, which makes them effectively competing with each other, which kills overall performance.

Also do you start a new campaign for each new target of your duplication?

Cheers and thanks

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Make a list of possible ways to scale, then dupe your ad set, and set each adset accordingly. Take a look at the results.

That's how we do it, and with great success.

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Thanks iamattila. Want to ask if you optimize for CTR and don't get profitable after this do you restart your test or do you change your targeting or..?

Thanks

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Hey Atilla, thanks for another SMART, thorough, and generous share. I have a few questions - please bear in my that my vertical is skin, offer payout is $40/$40.

1) When testing images with no angle, are you using no text at all just to find the highest CTR? Or perhaps a simple "click here"?
2) Do you test images that are specific to certain angles? For example in the celeb angle there are many celeb images to test, in DIY there are many DIY angles to test, etc.
3) When testing images, what budget/duration per image do you recommend?
4) In the angle testing phase: do you think $40/day/angle for 3 days be sufficient for my $40/$40 offer? '

Thanks again!

And PS - have been working with Miro at Banners and Landers - what a smart guy and a joy to work with!

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Thanks, that's why I hired him away from his low paying job and gave him the opportunity of a lifetime to manage B&L!

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Interesting! I'm wracking my brain trying to get creative and think outside the box in this aspect too. I know that it does work to follow the herd.. I know people do yield 50-100%ROI using celebs angles/landers.. but I also remember reading one of your posts saying that 400-500% is possible if you really know what you're doing . And from a marketing perspective it just makes sense that there will always be whales, but that in order to catch the more savvy fishies, you'll need bait they haven't encountered a thousand times over.

By 2-3 ads/images per adset, you're referring to duplicating identical ads within an adset because one of them invariably will "catch" on better, yes? so 10 total adsets, each with a unique image. And within the adsets, 2-3 ad duplicates.

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Another question - When choosing the best image..

What do you recommend if image A has better CTR/ no conversion, but image B has less CTR/ a couple conversions?

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Hey Atilla,

Thanks for the systematic brief on how you test, definitely super helpful.
Just wondering though, since if you're running Diet / Nutra, you also test 10 images at the same time?

My dilemma is just probably testing too much images at one time may run into higher risk of hitting policy violations
Been around running nutra and in the green with a stable campaign for awhile now with cloaking, but still finding my way on trying to scale systematically..

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Hey Atilla,
To test App install campaigns, shall I set up App Install campaigns with App Event Optimization or something else?

Thanks.

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