Sailing the FB waters (9)
I've started running a white offer on fb for a month now, and should i say its a whole different world from pops.
I'm still running pop camps, but also want to learn fb alongside, as its a high quality traffic source.
The camp is for a lead gen in a very specific niche in a EU country, which by interest targeting leaves about 500k monthly users.
The main goal of the follow along is to have better understanding of fb, develop a good strategy for creating adsets, testing creatives, and after i get the basics right, then will work on scaling.
Would appreciate all the advise, tips, tricks and comments along the way, and i'll share as much info along the way as i can, to make it a helpful thread for all.
Here is a summary of what i've done so far
Campaing details
Accounts: 1
Camps: 1
Adsets: 3
Budget: $30/day per adset
Daily conversions: 10-15/day per adset
Pixels: Pageview, Purchase event, aslo some more pixels for specific interactions with the lander
Its a conversion campaign, so optimizing on the purchase event.
Here is the lifetime of this camp
Adset organizing and optimizing process
When creating adset, I was adding 3 different ads per adset, but noticed that fb doesn't distribute the traffic equally between them and messes up the a/b test, so i changed my approach to having 1 adset per ad, each adset has 3 ads (1 + 2 clones).
Each of the adsets will have a creative with different angle, and the goal is to find which angle performs best.
After finding the best angle, will only keep that adset, and create 2 new once with the same angle but with different image
After that will keep the best one, and pause the other 2.
Will then create 2 other adsets with that image, but with different copy thats within the same angle.
After reading @mations guide https://stmforum.com/forum/showthrea...LES-(In-Depth), i realized that my approach is not correct.
Since each adset hits different segment in the audience, testing differemt angles is not helpfull, since the angles will be run in different segments, and its not a correct a/b test.
There are 2 approaches i can take here.
1th continue with the different angles strategy and see which one finds the best performing segment, and 2x that adset to target different segments as well.
This might not be a fair test, since the good or bad performance of certain adset might be due to ending up in a certain segment.
2nd approach is to keep the 3 adsets with different angles, plus clone each of them 2x, so i have 3 adsets per angle, each hitting different segments in the audience, so each has a fair chance of finding a good segment.
This will be costly strategy since my daily budget will go up, also it might not be a good strategy for a small audience due to a overlap, but if i keep the budget small per adset, guess should be fine.
FB has the a/b test feature when cloning the adset, might be good option to try to avoid the overlap.
Current issues/questions
. my creative testing strategy has a lot of room for improvement, and good feedbacks/suggestions would be much welcome 
. how to control the CPA? (my biggest issue at the moment)
Not able to control the CPA, as its on fb automatic bidding, and the only way im able to influence it at the moment is by testing creatives.
Also the CPA keeps going up and down day by day basis, so need to figure out how to maintain it better.
Attempts to lower CPA by bid cap, or target cost just fails, as FB is just not delivering traffic.
After seing no spent, started target cost and bid cap adsets with high daily budget ($200) with hope that fb will then start spending, but still got very low spent (the cap that i set is the cpa that fb achieved without the cap, i just want to set the cap to maintain the cpa, so it doesnt go up suddenly)
. when cloning the adset to test different creatives, should I combine lookalike audience with interest targeting, or just target by lookalike?
I thinks this pretty much sums up my current state in fb game, and its quiet messy at the moment, even though im on breakeven
At the moment im just calmly sailing the waters, hope wont drown and can start surfing 
Will keep you all updated
Goodluck on your Facebook Follow Along, Adserk!
You've rocked it on POPs, I believe you will on FB ads as well.
I also do have plans for testing FB aside, so this will be a helpful thread for me.
I'm planning to run facebook too
Thanks for the post and good luck to you~
Target on look-a-like only. Adding interest will only mess up most of the time, unless you really want to target women only ofcourse. But don't add any interest, since the core purpose of LAL is to combine as much as interests which are known by FB from the users.
When you test try to have all settings/targeting/LAL etc the same, and only play with images first, and headlines maybe later. Images really make or break an ad!
thanks a lot @stickupkid!
I've created new adsets (exact copies of the current once) within the same campaign with lookalike audience without the interest targeting.
The lookalike i've broken down into 1-2%, 2-7% sets, and created 1 adset + 2 clones for each set, so in total have 6 new adsets each with $20/day budget.
Also on the adsets i'm excluding users that already converted, or visited the landingpage and didn't take any action (would be good to retarget those users with different lander).
I'll let those run for few days, then check the performance and continue from there.
Originally Posted by adserk
Curious to see what happens at your side!
Updates for today
The lookalike adsets did not achieve better results than the original once, and some even got super high CPA.
After digging into the data, i see that there is quiet a difference of performance per age group.
Age group: F18-25
Relevance score: 3
CPC: $0.11
CTR: 1.7%
CR: 4%
CPA: $3.39
This age group has a very low CTR and high CPC because of the low relevance score, but the CR is good. So if I test some new creatives to bring the score up and increase the CTR, can get good results here if of course can maintain same CR.
Age group: F26-40
Relevance score: 7
CPC: $0.06
CTR: 2%
CR: 2.4%
CPA: $2.7
Here we have good relevance score, therefore cheap clicks, but we see that the CR is lower then with the younger group
Age group: F41-65
Relevance score: 8
CPC: $0.05
CTR: 5%
CR: 1.4%
CPA: $2.7
This group has the highest relevance score, so the clicks are cheap, but the CR has a big drop compared to the other groups
What this tells me is that my ads appeal for the older people, but the older they are, the lower the conversion rate gets.
Another interesting insights is that throughout the funnel, all the metrics that i track with different pixels, are in average the same, so the drop is only on the purchase event.
It's a DOI camp, so this drop happens only on the verification part, up untill which all the metrics are the same for all age groups (besides the banner CTR), so it might be the case that older people dont really know how to confirm their email address.
This is something i can work on, to make verification steps more clear for them in the funnel.
For the younger group im gonna test different creatives to get better relevance score and see if i can maintain same CR, then we are good there.
I'm gonna pause the current LAL camps, since they didnt get good results, and test those new ideas.
Those are the changes that im gonna do
F18-25 - test the new creatives to improve the CTR
F26-40 - keep the original adsets running
F41-65 - try the new approach that @stickupkid suggested, duplicating on campaing level, and see if can lower the CPA
Not sure if its a good idea to create a new camp and test those ideas there, instead of experimenting in the current camp, since few adsets perform fine, dont want to affect those.
Keep you posted
Did you get enough data to conclude the CR results? For example 100 clicks - 1,4% or 4% - > only 2 or 3 conversion extra on the 1,4% makes a huge difference already?
Not sure how much traffic you send.
I wouldn't mess around with good performing ad sets honestly. Try to test new stuff maybe (also) on new accounts (from friends/family). Loads of activity on one account attracts FB to check out what's up. I know you run WH but I guess you don't want to bet on one horse only. Thereby results vary on account level too, it could be even a difference of 50-100% with exact same campaign.
Good luck!
Not sure how much traffic you send.
2 of the adsets i've stopped after $10 spent and 0 conversion, and kept the rest running.
The main issue to me seems my high CPC, which drops the performance of the camp.
Thanks a lot!
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