After reading many fb threads and guides on here and also outside resources, I learned about the best practice of running 3-4 identical adsets at the same time and making them compete against each other and how each one ends up targeting a different pool of people. The same rule applies to running 4 duplicate ads inside each adset and making them compete as well. This makes perfect sense and I have been following these rules and noticing the results. 2 of the 4 adsets always do better than the other 2, and one of the ads inside each adset always seems to do better than the other three.
I'm confused though on how to proceed once you think you have your winners. For example, one thing I've noticed with the competing ads is two of them will always end up getting all of the impressions, and the other two receive a small amount of impressions and then just stop receiving them. Once this lack of reach becomes obvious, should these ads be paused? If you pause those 2 ads, should 2 more dupes be launched so that we once again have a total of 4 ads competing? I'm confused about if the competition ever actually ends or if you should always have 4 dupes running to keep the competition going?
And then I pretty much have the same question but in terms of purchase conversions. I have noticed 2 different scenarios. The first is that the two winning ads for impressions will both end up with some purchase conversions, but one always seems to have more than the other. A real example right now for one of my campaigns is that one ad has 5 purchases and the other only has 1, even though they are both tied for impressions and relevance score. The second scenario is for the 2 winning impression ads, one ad ends up with all of the purchase conversions and the second ad has none. So at what point do I decide to pause the losers? My data is really small right now due to my campaigns having very tight niche targeting so I'm not even sure if I have enough data to make a decision. And if I am supposed to pause the losers, am I once again duping and launching more so that I always have 4 competing?
These questions apply to ads because I've been duping ads this entire time, but only just started testing with also duping adsets, but the questions apply to both ads and adsets. I'd like to know how the process is supposed to work for both.
Thanks.
"the other two receive a small amount of impressions and then just stop receiving them."
Put these in a seperate ad set, this way you will get enough traffic to see how they perforim with some volume on it. Because it doesn't mean per se they were worse than the other two getting the good amount of traffic.
Once you paused the "bad ones", don't add new ads in the ad set because it could screw up the ones doing good now in that ad set.