We always have a lot of questions in our mind on how to go about making a campaign successful, which ad to launch first, WC or PPE, the right budget to start with, ways to reduce conversion cost, pixel optimization, retargeting methods, scaling techniques…lots and lots of questions!!
Well, we heard you and hence, have started our Youtube Live- Fb Ads Queries series to get them all resolved.
Here we have all the questions we received earlier today in our Youtube Live –Fb ads Queries Episode 1, all collated together.
1. What are Re-targeting Ads? How to create audience for Re-targeting/ATC? What should be the minimum audience size to start Re-targeting Ads
Retargeting ads helps one target people who have clicked on your link or added the product to cart but, haven’t made a purchase. You can create audience by going to Audience section in your adverts manager this way:
Create audience => Custom audience => Website traffic => People who visit specific webpages but not others => and provide URL and exclude people visited the page that fall under any of the following key words
COD, thank_you,product/cash_on_delivery, product/checkout-success/
Here’s a screenshot of How to Create an “add to cart audience “:
For effective running of your ads, there has to be a minimum audience size of 1000 for clicks and 400 for add to cart.
2. Once a design is tested with PPE Ads, when can we decide that it is successful and go ahead with a Website Conversion? Also should we stop the PPE while launching the Website Conversion or continue it?
Once you have waited one or two days with PPE ads do check the following parametersCTR (Click through rate) > 1 , good likes. Also do check if you have got good number of comments and shares for the product which implies that people are interested in your product. Then you can start your website conversion ad from 3rd day.You can stop the PPE ad if you have got good number of likes but haven’t got conversions.
3. When a Conversion ad starts optimizing for view content & once we get a decent Add to Carts, should we switch to ATC optimization?
You can duplicate the ad and start fresh ads with Purchase as standard event, since the View Content Ad is optimized only for view content and not for purchases. It’s always better to create a new ad instead of editing the same ad.
4. Do you recommend Instagram Ad? Is it better than Facebook Ad?
You can go with Instagram as placement in your Facebook Ad itself, as you can find more passionate audience on Instagram.We cannot say that it is better than facebook ads but it does help you reach more people who could convert on your ad post.
5. What is the difference between a Traffic Ad (website clicks ) & Website Conversion Ad ?
A website click ad is optimized for getting more clicks of the advert whereas a website conversion ad is optimized for getting more sales.
6. What budget is better, lifetime budget or daily budget?
To start with, all marketeers start with a Daily budget itself. In case of daily budget, Facebook will spend your daily budget at the appropriate time throughout the day. You won’t be charged more than your daily budget in the day. Whereas in lifetime budget, it will spend over the course of your set duration.
Daily budget is better to analyze on a daily basis as to how much did you spend vis-a-vis many conversions, add to basket you got for your each day’s spent.
7. How do you start to optimize your ads and break it down various parameters to duplicate/scale it? And every new adset we make, do we exclude the custom website visits from it?
Once your parent ad gives good conversion, duplicate it without disturbing the parent ad. Set a higher budget for the duplicate ad. Analyse the various breakdown parameters and start an Adset for the parameter which has given good conversion amongst a particular age group, placement, or gender (if applicable) .
There is no particular first step, if for ex, Age 18-24, Gender – Men, Placement – Instagram has good conversions start an ad set with that combination. If 18-45, Men, Device – Mobile – Facebook news feed gave good conversion , go for that combination.
If you are doing a Lookalike audience targeting you can exclude original audience from it. For ex. in case of Lookalike Campaign visits, exclude Campaign visits form it.
8. Once we duplicate the ad, should we stop the parent ad?
No, do not stop the parent ad after duplicating it as long as it is giving good conversions at the cost you require. After a few days, stop it when it does not give the required conversions.
9. Difference between view content/ add to cart/ purchase event Pixel functions? should we also run conversion ad on view content and add to cart?
View Content pixel page view is how many times your campaign page or storefront was viewed.
Add to cart pixel will track how many added your product to their Cart upon viewing it Purchase pixel will be fired after checkout process happens when thank you message appears.
Initially to start with do a Purchase/Conversion ad, to scale up after you have made a decent number of sales, can try add to cart and view content ads.
10. In the cheat sheets you have given number of interests, Should we target them in the interests itself or narrow down ?
In the cheat sheets provided, it is targeting is given in form of Option 1, Option 2 for ads-sets you can do. It can further be narrowed by intersecting with Online Shopping, Men’s clothing, Hoodie/T-shirt, Online shopping sites as stated in the Tips. It is always better to do A/B testing, capitalize on the better performing adsets.
11. How Facebook Pixel Works?
The facebook pixel allows to track how many times a webpage have been viewed (visits) by customers. Facebook pixel is a little piece of code that should be inserted in the pages of your website.
Pixels can also be used to track conversion. You will be able to know which user, from which page of your site lead to a conversion, also if he/she just visited the page and did not click on your tracking link.
12. What Are Custom Conversions?
Custom Conversions allow marketers to track and optimize for conversions without adding anything to the Facebook pixel code that is already on your site. This replaces the conversion pixels you’ve been placing on individual success pages.
Custom conversion can track:
- View Content
- Add to Cart
- Add to Wishlist
- Initiate Checkout
- Add Payment Info
- Complete Registration
13. What is the basis/criterion to kill the ads for Conversion Ads?
Conversion Ads: Never rely on one day data. Give time for Facebook to optimize the Ad delivery. If you are starting a new niche with moderate budgets wait for atleast 2-3 days. If you get sales at good cost then no issues, if there are no sales then look for other metrics like CTR(Link), CPC(Link), Add to Cart etc and based on these take necessary action.
Ideal CTR(Link) > 1%
Ideal CPC(Link) < 5 Rs
Low CTR – Not a Good Creative or targeting is bad.
High CPM – Try out a different audience, slightly broadening the audience size.
If there is high engagement & low link clicks – Right audience, product might not be attractive and the proposition you are making in the ad copy might not be attractive. Change the ad copy completely & avoid more text in the new creative.
If there is high engagement, high link clicks and No Sales – Right audience, attractive product and traffic is coming to your campaign page but no sales. This may happen when the buyer is not happy with the pricing or he has very limited options to choose in terms of product type, colors and payment options.
If there is low engagement & low link clicks – Wrong audience & Creative is not attractive. Change both the targeting & creatives in Ad Campaigns.
14. What is Conversion Window? What is difference between 1 day & 7 day Conversion Window?
Conversions window helps you tell what results you value so that Facebook optimizes the ad delivery to find more of that type who can convert on your Ads.
A conversion window is the length of time between someone clicking or viewing your ad and completing an action you’ve defined as a conversion.
If you’re optimizing for conversions, the following conversion windows are available:
- 7 days after a click
- 1 day after a click
- 1 day after a view and 1 day after a click (combined)
- 1 day after a view and 7 days after a click (combined)
If Conversion Window is 1 day, Facebook will optimize ad delivery by using data from conversions that happen within 1 day of someone interacting with your Ad.
Similarly if conversion window is 7 day, Facebook will optimize ad delivery by using data from conversions that happen within 7 day of someone interacting with your Ad.
15. How do I target people with birthdays in April, May, etc? How to segment them? Should we narrow down the audience? What should I use to narrow it down?
There is an option available for targeting People Born in Specific Month. You find it in Demographics –> Life Events –> Birthday –> Birthday in 04 April.
The audience size is huge for Birthday in April. We can segment the audience size based on Age, Gender, Cities etc.
To narrow the audience size you can use these targeting options:
- Birthday in 04 April + Online Shopping
- Birthday in 04 April + Online Shopping + Men’s Clothing (Targeting Only Men)
- Birthday in 04 April + Men’s Clothing
- Birthday in 04 April + Online Shopping + Other Apparel Ecom Sites
You can experiment with all these combinations. You can Scale the campaigns accordingly for whichever is working good.
16. What is the Ideal Cost Per Engagement for PPE Ad?
Ideal Cost per Engagement for PPE Ad should be less than 1 Re.
If Cost per Engagement is more than 1 Re, then the targeted audience & creative used in Ad Post must be bad. Change the targeting and ad creative.
That’s all for now! Stay tuned for Episode 2. We will inform you shortly!