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Conquering Spain and Catalonia with Facebook Ads (6)

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Have an offer from GiddyUp that I've just started running. I've had some failed FB campaigns before that I am keeping to myself, but this one is my first some what serious FB campaign, so would be great to get some feedback. Will be posting updates as I go.

Stage 1 – Currently In Progress – Finding The Right Audience

The aim here is to find a good audience that would be interested in the product I'm offering. I've created 4x short 15-30s videos with 2 different angles (technical & emotional, 2 vid per angle, headlines adjusted) so I can later create a custom audience based on video views.

Campaign objective: video views
Daily budget: EUR 20
Bid strategy: lowest cost
Location: Spain (whole country)
Age: 40-64 (suggested by my AM)
Gender: All
No specified interests targeted yet. I'll let the algorithm figure this one out because the product can appeal to pretty much anyone.
Placements: FB feed, in-stream vid, suggested vid
Charged for: Impression

Setup:

1 Campaign - 4 adsets - 3 ads per adset ---> Going to Advertorial - to Offer page

Each video has its own adset. Total daily budget is EUR 20, thus EUR 5 per adset. Planning to run this for 5-7 days, so hope that should be enough to get at least some amount of data to create a custom audience.

In the meantime working on a bunch of creatives that would seem appealing to different audiences based on the results I'll get from videos. From previous testing I've noticed that nice, creative Carousel gives good results, so focusing on creating those + gifs. If any of the product videos will show good results, high relevance, probably will consider using those as well.

Stage 2 – Planned – Optimisation

After creating the audience based on video views, will split-test different creatives, different landers and headlines for both angles I have right now. There's also and idea I've caught from John Loomer podcast. When targeting a specific audience, create different campaigns with different objectives, i.e., the same target audience could react different depending on whether the campaign is created for engagement, link clicks, etc.

The only problem with all this is to figure out a good way not to mess up the data I'm getting and make sure what's converting and what's not.


Main questions I'm having right now:
1. Is the 20 EUR/day budget enough to get some valid data?
2. Is there an indicator that would show when I'm in the "good enough" zone to create a custom audience?
3. Is it ok to target such a wide audience and let FB figure it out instead of guessing what their interests might be?
4. Do you have any tips for optimisation?
5. Does whatever I am doing here makes sense?

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Hola! Good job jumping in a follow along buddy!

To be honest with 4 adsets and 3 ads per adset, 20euro over 7 days is not enough to have a great idea really, I've heard a lot recently that FB pixel needs minimum $150USD in impressions to have any basic idea of what is going on.

Especially with giddyup products as they have a higher payout and tend to have higher CPA for a sale. Maybe on a source like push or pop etc you can get away with the lower spends but personally with FB I feel like the audience pool is so big it requires more testing, but this doesn't mean it won't have a chance to be profitable, it only means the data is not that strong at the early spends still. Anything can change within the first 1k euro spent easily, something to keep in mind.

What I do really like is that you're running Spain, I feel like its a great opportunity for these products, they've been PROVEN heavy converts in the tier 1 english geos so surely they will work there once you hit the right angle.

This early in the campaign you don't need to focus so much on a custom audience, you're jumping too far forward. Focus first on seeing how your audience reacts to your ads, and are they clicking through your funnel, adding to cart/purchasing. However you could possibly create an audience if you see people who watch 75%+ of the video length.

Yep nothing wrong with that at all, thats how we setup campaigns.

Easier to give tips when you have relevant data to assess

It does for the most part - You've seemed to put a good amount into creating your own content with the videos and you understand which each is specifically doing so defining that is great as if something takes off you have an idea why and unique content is a bigger chance at making bucks then copy pasting network creative packs lol.

....But also I feel like you need to loosen your grip on the campaign and understand it needs breathing space for it to come together. This is Facebook, all sources are different in terms of approach.

Can't be afraid to spend money on testing in order to make Facebook work, its a vital cog in the machine. 3 ads in ad adset at 5euro each for 7 days is only about 10-12 euro spent on each ad, tbh you may get an idea of CTR but zero idea on reality if the ad will convert or not. 1x CPA minimum.. if you spend 20 euro and feel like the ad is going no where, you suddenly get to 25 euro spend and 1 conversion at $30USD and you feel WAY different on the campaign then you did only a couple euro ago in spend. Its kinda crazy how much it effects your mindset.

In fact I kinda threw out all that ideas of exact ways to optimise a long time ago, if an offer pays $30-40 I spend $1k minimum on the campaign before judging it in anyway. You just get better at spotting hope in the campaign earlier as time goes on. Also as the campaign ages the metrics tend to swing even more your way. Breaking even in the beginning or a slight loss in the FB world is still a great sign.

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So I stopped the video ads a few days ago and got into some data. I'll just show the averages not going in detail about every single vid.

CTR 1.92% (lower than expected, only 2 videos got above 2%)
Relevance score 8+ average
Video average watch time 9 seconds (around 15-20s videos)

CPC 0.03
CPM 0.66

Total spent 92 EUR
Thru Plays 26k
Link clicks to lander 1 040

Only 136 got till the offer page and 0 conversions.

So my guess is that the lander is not doing it's job and that the angle might not be working. Over the past days I've worked a lot on my copy, applied a lot of Ca$vertising tips and got a programmer to make the lander a lot more attractive so that I can use it as a base for future campaigns.


NEXT STEPS
- Have created a custom audience based on video views and engagement
- Have a bunch of creatives ready for testing
- Testing, optimising, testing, optimising

I've taken a bunch of ideas for campaign creation from this thread right here. I know it's about Native but all the principles makes sense to me and I don't see a reason why most of them couldn't be applied on FB.


Note: I'm going a bit into survival mode at home to have a bigger budget for campaigns. That means I'll also pause my STM account for a while just to have those extra $99/mo. So I'll probably make another update some time in June/July.


Cheers!

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You are not going to get any decent volume in sales from a video views campaigns.

You see FB is so damn smart that they know EXATLY who is a video viewer, a clicker and a purchaser.

I've tested this A LOT of times on my ecom products and it is always the same, website conversions optimized for Purchase has ALWAYS won.
I recently even did a test to optimize for Add To Carts as the CPM was much cheaper and the CPC also.
Guess what i spent over $200, with an average of $3 per ATC where the standard for this store was $11.
Guess how many purchase i got from those cheap ATCs? ZERO!
Facebook knows exactly who is a window shopper that only adds to cart and then leaves.

Take the same budget you've spent and start a conversion campaign.

Also start a retargeting campaign with conversion objective to ALL the video views you've generated.

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Makes sense to me. Thanks for the tip! The "fun" part is that you can find dozens of campaign strategies all around, and Facebook is so damn huge that I think you never know what works until you find what works...

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Completely agree with you man for the pixel conversion setup we always do purchase or lead but if you can build an audience early of people who are engaging with the ads you might get a buyer in there and can start optimising out for the buyer, instead of shooting in the dark in the too much

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