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Question on when to cut FB ads (9)

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Hi guys,
Jumping back to FB (again) after doing mobile for about 2 years. In mobile you generally cut placements at about 3x the payout.

How do you know when to cut a fb ad? I am having a hard time figuring out when to say "yup this guy is done."

It's a lot of metrics to get lost in and when I have done things like 4 images an ad set I understand the theory about the first batch of 500 impressions can dead an ad and give a false negative but In practice what I'm seeing is they all generally get huge differences in cpc prices & ctr. So at the end of the day the adset ends up less profitable (or in the red) because 3 of the ads destroyed the budget where as 1 did ok and would have been profitable without the 3.

Fine so day 2 comes and now I'm running 1 ad but what if that ad doesn't do well that day with its first 500 impressions. Isn't this kind of circular logic?

I can't use a pixel because the network tracker can't fire it (it's custom not cake or hasoffers) and its mobile content so i don't own the page.

Just trying to figure out mathematically when to cut losers. Scaling winners is much more obvious (obviously).

I realize there are zillon different factors at play (account history, spend, budget, ad set history, campaign history, is the pixel active, the geo, the time, etc etc etc, ad nauseum). Just looking for some best practices and guidance and I will figure it out from there by testing.

Thanks!

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Are you cloaking?

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Not for mobile content but when I start nutra later on in the week yes. I guess I would like the answer to both.

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I cut when ctr is at the beginning below 4, and/or, cpc is >0,30ct and/or I spend 4x times payout.

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I always check "link ctr" and "link cpc" - similar as mentioned above, I aim for link ctr about 6-8% on desktop and 10-12% on mobile. If you get good link ctr - your link cpc will be low as well.

Aim for more shares than likes, that's just giving your ads decent social proof.

I don't spend 3-4x more of payout on each ad, I rather look at the timeframe, if it's not performing well after a couple of hrs of running - just kill it. But ofc you want to make sure your adset budget isn't $10, as you're here to collect data to see which ad gets more love. Test 4 different ads in separate adsets each at $50-150 daily budget depending on how much capital you got for testing. If it's not converting even though you got good link ctr/cpc on your ads you simply need to try a different offer or network...

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Thanks for this. Those are very high numbers. Few more questions:

I guess you cut anything below a 9 or 10 relevancy score? Are you duplicating the ads in the adset so that they have more chances to get favorable bursts of impressions?

Also a few hours? Is this with manual bidding or automatic bidding?

Really surprised this thread didst get more responses would like to hear from @caurmen and @zeno

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At the end it's a "personal" thing, because it's also a certain feeling you have with campaigns/ads etc. This sounds a bit vague, but sometimes you launch a campaign where you have your doubts and when you don't see any light after some hours I just stop it.

But if you believe in a certain offer, for me personally it gets more traffic.

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Totally understood. I have been doing affiliate over 4 years now. I get the "just test" aspect but there are of course fundamental principles / baselines to help people to find their own way. For example I hear from 3x -8x the payout for mobile placements. Nobody has ever said 1x the payout or 50x the payout.

Just kind of looking for people's general practices and I will find my way via testing.

Appreciate anything anyone contributes.

For the record I am duplicating ads in adsets and running mobile content and I am profitable without cloaking just trying to get a feel for how to step up my game.

Extra: No pixel due to situations beyond my control and autobidding. Looking to make the move to manual bidding very shortly.

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Yeah, definitely there are some kind of "standards" you can use to get a feeling. But still there are so many factors who make those standards totally not relevant;
- which geo
- kind of vertical
- which period
- which advertiser
etc etc

I mean an ad of relevancy 5 could still be profitable ofcourse. I think CTR in first hours is saying a lot already (without checking relevancy or cost).

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