We’re spending roughly $20k per day on ads right now...

And today I’m going to break down the exact campaign structure that’s working for us RIGHT NOW

(You might want to bookmark this👇) 

If you find any of this information valuable, Like and RT the first Tweet. 🙏

In fact, reply to the thread with what you found most insightful or if you have any questions, I am happy to answer!

Let's Get Into It! 👇

1a/ Facebook Testing Structure

We are testing around 20 creatives a week.

These include:

✅ Static Images
✅ GIFS
✅ TikTok Style Videos

1b/ Simple Structure

CBO Campaign 

- Budget: 10% of total spend

- 3-4 Ad Sets (Each Ad Set is its own angle/offer)

- Audience: Broad

- Exclusions: All-Time Customers

- Placements: Auto

- Bid: Lowest Cost

- Attribution Window: 7-Day Click

🛑 STOP using 1 Day View windows.

2/ Creative Strategy

What creatives are working right now?

Well...@rabahrahil and I got to chat all about that with @binghott who's an absolute SAVAGE media buyer who rarely shares his secrets until we got him on the Adspend Pod!

Check it out NOW! 👇

https://anchor.fm/adspend/episodes/EP-20---Should-Your-Ad-Creative-Be-UGLY--What-Creative-Is-Working-Right-Now-e1m8e5c

3/ Running Tests

This doesn't need to be complicated.

Watch which ad set gets the most spend. 👀

This should tell you which angle has the highest estimated action rate. 

Ex: If Ad Set 1 gets all of the spend, you can assume that this is the angle people care about the most.

4/ Validating Test Results

Don't FULLY trust Facebook's In Platform Data.

Make sure you're using @triplewhale to validate what's happening. 

Here's how you use TW to validate your results. 👇

4a/ If FB is pushing spend to a specific ad set/ad..

- FB shows a $100 CPA
- TW shows a $50 CPA
- My KPI is $55

If I wasn't using TW I would shut that ad off. 

But, I am happy to KEEP that ad running, FB is going to push the budget to it anyway.

4b/ Another scenario...

- FB shows a $30 CPA
- TW shows a $75 CPA
- My KPI is $55

How do I validate who is telling me the truth? 

I would let this run a bit longer if my blended NCAC looks good. 

If blended doesn't look good, ADJUST.

5a/ Scaling Winners

Before we toss any winners into scaling campaigns, we want to validate that these ads can actually withstand larger budgets. 

So we're either bumping budgets on the testing campaign by 20% or doubling depending on how good the results are.

5b/ Scaling (cont.)

Usually, I see lowest cost lose stability after around $2k-$3k daily spend. 

If my testing campaigns are performing well at these levels it's time to properly scale them in a scaling campaign. 

I have switched over all my scaling campaigns to use cost caps.

6/ Scaling Campaign W/ Cost Caps Structure

CBO Campaign 

- Budget: $10,000

- 1 Ad Set with all winners

- Audience: Broad excl. Customers

- Placements: Auto

- Cost Cap Bid: Set this to your target CAC.

- Attribution: Either 1DC or 7DC (depends on your budget)

7/ Running a Cost Cap Campaign 

Let things run and play with the bids to your desired results/efficiency.

- Low Volume Low CAC? Bump bid by $1-$2

- High Volume Low CAC? Bump the budget

- High Volume High CAC? Decrease bid by $1-$2

- Low Volume High CAC? Change out creatives

8/ Adding Winners To Scaling

As you continue to find winners in your tests, add them to your existing scaling campaign. 

Yes, it will reset learning slightly but we want it to re-learn with a new asset added in the eco-system.

Hopefully, this helps as this has been working super well for us right now!

If you found this helpful please don't forget to Like &amp; RT the first tweet!

ALSO! Don't forget to catch the latest episode of Adspend!

👂👇

https://anchor.fm/adspend/episodes/EP-20---Should-Your-Ad-Creative-Be-UGLY--What-Creative-Is-Working-Right-Now-e1m8e5c

Ash

Ash