{"id":10330,"date":"2019-11-13T17:19:50","date_gmt":"2019-11-13T11:49:50","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=10330"},"modified":"2019-11-13T17:19:50","modified_gmt":"2019-11-13T11:49:50","slug":"ppcchat-facebook-advertising-12th-november-2019","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-facebook-advertising-12th-november-2019\/","title":{"rendered":"PPCChat | Facebook Advertising | 12th November 2019"},"content":{"rendered":"

Hosted by\u00a0<\/span>@markpgus<\/a>, this week’s PPCChat session sought ppcer’s views on new trends and features of Facebook advertising, Dynamic Creative Testing, Most underrated feature in Facebook and more.<\/span><\/p>\n

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Q1: What new Facebook features\/trends\/suggestions are you embracing?<\/strong><\/h4>\n

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Reluctantly accepting CBO. For IG though I’m really liking Stories right now. @robert_brady<\/a><\/p>\n

HOT FB FEATURES I\u2019M USING – 50 Conv\/Adset\/Week – Account Simplification – Dynamic Creative Testing – Event Ads @markpgus<\/a><\/p>\n

I’m trying with CBO. @adwordsgirl<\/a><\/p>\n

Placement customization, multiple primary text options, and really trying to get min ROAS control to work. @ericdfarmer<\/a><\/p>\n

Dynamic Creative Testing and Event Ads are HUGE now! @MaverickAdverts<\/a><\/p>\n

Been increasing what we do on Stories across FB family of apps. Went to a super useful FB workshop last week with the best agencies. Stories is a much and not an option anymore. @duanebrown<\/a><\/p>\n

I only dip my toe in Facebook, but I do like the testing functionality. @lchasse<\/a><\/p>\n

I am fully embracing CBO. They keep pushing when AdSetBudget is gone. I am testing audience size, ad density, rules, mins\/maxes and finally getting some decent results. This is leading me to explore some new account structure as well. @zmste<\/a><\/p>\n

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Q2: What steps are you taking to get to 50 Conv\/Ad Set\/Week? How is it going?<\/strong><\/h4>\n

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With smaller budgets, push all budget into 2-3 ad sets and then don’t be afraid to pause the ones that don’t take off after 48 hours and get ALL THE BUDGET to spend in the best one.\u00a0 @ericdfarmer<\/a><\/p>\n

FIRE WAYS TO MAKE USE OF THOSE HIGH CPM\u2019S! – Consolidate Ad Sets (YES CROSSFITTERS AND GYM GOERS ARE PROBABLY THE SAME AUDIENCE) – START WITH THE BUDGET (AVG CPA * 7 CONV\/DAY = DAILY BUDGET)\u00a0\u00a0@markpgus<\/a><\/p>\n

Greatest lie FB every told was needing 50\/week. It’s their way of getting everyone to spend more. I anit pushing the shit they slinging. @duanebrown<\/a><\/p>\n

Seems kind of like a loaded question. My goal is to get as many per budget, so the actual number of conversions is kind of arbitrary. @MaverickAdverts<\/a><\/p>\n

On one hand – testing expanded audience targeting… on the other hand – refining audience exclusion lists. @Galliguez<\/a><\/p>\n

THE OH !@#$ I CAN\u2019T GET 50 CONV. CONUNDRUM – DROP OPTIMIZATION EVENT AND SEE RETARGETING GET A BOOST – RUN VIDEO VIEW OR ENGAGEMENT TO COLD TRAFFIC & GET HIGH INTENT RETARGETING – TRY REACH OR ENGAGEMENT FOR SMALL REMARKETING POOLS I DIDN’T FORGET ABOUT YOU SMBS! @markpgus<\/a><\/p>\n

Most of our conversion windows aren\u2019t only 7 days long, so it\u2019s not as much of a concern on that front; however, when it is, we usually swing wide on the targeting, then refine. @CountXero<\/a><\/p>\n

Oh boy. First, we need more clarity on when this resets and when it doesn’t. From what I heard it is any changes, but I have seen some that actually don’t reset with minimal budget change. For actual 50\/week I am testing some – View Content – Add to Cart \/ Initiate Checkout. @zmste<\/a><\/p>\n

None. We try to get as many conversions according to the budget not according to what Facebook suggests. @adwordsgirl<\/a><\/p>\n

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Q3: Are you trying new objectives because of the focus on 50 optimization events? What are your favorites? When do you use them?<\/strong><\/h4>\n

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I have stuck with Conversion objective for both remarketing and lookalikes and it has paid off. In fact, in October my LAL cost per result was lower than my remarketing! I will do video view objective for the obvious reasons. @ericdfarmer<\/a><\/p>\n

NEW OBJECTIVESSSS. DON\u2019T PAY HIGH CPMS IF YOU\u2019RE NOT MAXIMIZING MACHINE LEARNING – ENGAGEMENT\/REACH FOR SMALL RETARGETING POOLS (TEST. IT DOESN\u2019T ALWAYS WORK BUT I HAVE SEEN IT A NUMBER OF TIMES) – LEAD FORMS (GET THOSE MFS OVER TO YOUR MARKETING AUTOMATION PERSON!) @markpgus<\/a><\/p>\n

If a client is running one of their bigger promotions of the year, we try to start early to gather as much data as possible. @MaverickAdverts<\/a><\/p>\n

THE MOST UNDERRATED OBJECTIVE BY FAR IS EVENT RESPONSES – THE AD IS ALL ABOUT SOCIAL PROOF – FREE REMARKETING (FB NOTIFIES YOU BEFORE THE EVENT) – YOU’RE IN A GROUP AND GET UPDATES FROM ORGANIC EVENT ANNOUNCEMENTS – RETARGET THOSE FOOLS FOR CHEAPPPP @markpgus<\/a><\/p>\n

It would be nice to focus on a goal like that, but the brands I work with are all about ROAS right now. They could care less if I’m getting 50 events a day\u2013if the ROAS isn’t met, there is some explaining to do. @RyBen3<\/a><\/p>\n

Consideration – Engagement, Video Views Conversions – Cart\/Checkout @zmste<\/a><\/p>\n

For events, we’ll do a mix of purchase or event responses. @adwordsgirl<\/a><\/p>\n

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Q4: Have you been doing anything new with creative? What are your best performers right now?<\/strong><\/h4>\n

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TOP RECOMMENDED CREATIVE RN 1. RAW USER GENERATED CONTENT. GET A NEIGHBOR\u2019S KID TO SHOOT A VIDEO. UPLOAD IT IN IG AND USE NATIVE TEXT\/ SWIPE UP GIFS! 2. NOWTHIS STORYTELLING. CHECK OUT THE FB PAGE. 3. PRODUCT DEMONSTRATION 4. EXPLAINER (GET NERDY. GET SCIENTIFIC.) @markpgus<\/a><\/p>\n

Depending on the goal, I try to use the unexpected. For example, photos from my phone tend to perform better than stock images because they appear more authentic. @MaverickAdverts<\/a><\/p>\n

Stories. Stories. You guessed it… Stories. @duanebrown<\/a><\/p>\n

Perceived movement in still images has been working for me. @AskYisrael<\/a><\/p>\n

Answered this previously but our best performers are UGC incorporating reviews into ads and IG Story polls. @RyBen3<\/a><\/p>\n

The little bit I do on FB, the stuff that really resonates is real, to be honest. We do some product demos, ask customers questions, get feedback, etc… I suppose (1) helping customers and (2) listening to customers. Who would have thought right? @lchasse<\/a><\/p>\n

Carousel ads have worked so well for me and I just launched carousel ads with VIDEOs that I’m anxious to see how they perform.\u00a0@ericdfarmer<\/a><\/p>\n

This is going to sound somewhat bad, but with one client that works with children, we’ve discovered that a photo of a blond Caucasian girl outperforms any other photo. @adwordsgirl<\/a><\/p>\n

Instant Experience for Ads on Facebook absolutely flew for me with one campaign for a B2C client. @chloevarns<\/a><\/p>\n

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Q5: Have you been using Dynamic Creative Testing? How has it been working?<\/strong><\/h4>\n

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Not on FB, but we\u2019ve been on it for Google Ads for some time. It\u2019s a real mixed bag on results, but usually because of (again) limitations from the brand. @CountXero<\/a><\/p>\n

YES AND IT\u2019S DOING WELL. BUTTTTT I\u2019M TRYING TO FIND OUT HOW TO BEST USE IT. I\u2019M THINKING OF PUTTING IT IN BROAD AUDIENCE CAMPAIGNS OR LOOKALIKE AND BUILDING A PROCESS. FIND A NEW WINNER EACH WEEK AND CREATE ALL PLACEMENT VARIATIONS AND PUSH ACROSS OTHER ADSETS??? @markpgus<\/a><\/p>\n

I used to always use dynamic creatives and I like them, but I now have a good balance of both. Sometimes it’s nice to have an ad you know works and you just coddle it like a baby @ericdfarmer<\/a><\/p>\n

Same goes for RSAs, they don’t do much for performance but clients like seeing which headlines\/descriptions Google favors.\u00a0@FindingAmanda<\/a><\/p>\n

Honestly, haven’t really tried it out yet. @adwordsgirl<\/a><\/p>\n

Been using it and beyond not always giving each ad decent budget…..it does work and it’s fun to see what FB picks as the “winner” @duanebrown<\/a><\/p>\n

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Q6: How many ads do you use per ad set when not using Dynamic Creative?<\/strong><\/h4>\n

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Honestly I don\u2019t have anything exciting here. I\u2019m mainly trying to learn. I have heard people believe that certain groups of ads perform well together. Maybe some don\u2019t get conversions but the main one is the converter with the others giving the assist? Thoughts? @markpgus<\/a><\/p>\n

Depends on budget and how needlessly complex I want to make the account. But 2-3 variants of a chosen ad type. @AskYisrael<\/a><\/p>\n

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Q7: What do you think is the most underrated feature in Facebook and why?<\/strong><\/h4>\n

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EVENT RESPONSES – CHEAP – FREE REMARKETING – WANTING TO GO SOMEWHERE IS SERIOUS INTENT. @markpgus<\/a><\/p>\n

LEAD GEN CATALOG – A LITTLE HACKY BUTTT – CONCENTRATE CONVERSION DATA – USE CASE IS EDUCATION, DIFF CATEGORIES ETC. – ASSIGN VALUE TO DIFF CONVERSIONS THEN OPTIMIZE FOR VALUE. @markpgus<\/a><\/p>\n

Events and offers. @AskYisrael<\/a><\/p>\n

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PPCChat Participants:<\/strong><\/p>\n