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Hey Redditor, how do you setup and optimize conversion ads in 2021?
Posted by on June 5, 2021 at 4:06 amSo I’ve been working as a performance marketer for nearly a year and my process for making a conversion ads is like this:
– I’d create a campaign + 3 ad sets (generally with demograph + interests) to test + 3 ads with different material (ie: promotional clip (15s) vs product preview clip (2 mins) vs image). Budget per ad set is around 10$/ day
– Then I’d pick the winner and duplicate it into more ad sets to test out audience and start scaling from then. If they do not perform as well as I expected I’d turn them off and test out with more audience
However with the releasing of iOS 14.5 I’ve seen some people said that broad-targeting is now more effective so I don’t know if interests-targeting is still relevant or not.
I’ve also read somewhere that now Facebook campaign structure have changed so there is no point of duplicating and scaling multiple ad sets at time; instead we should aim at only 2-3 ad sets and keep spending budget (even if it’s a low-cost one). With that Facebook will learn more about our ads and should help us optimize it through time.
To be honest I’m kinda confused because there are so many opinions right now. What are your thoughts on this? -
5 Replies
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Good question, saved this post for the future if someone answers it 😛
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Would love to know as well
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iOS14 punches a lot of holes in FB’s external data. Data on their platform is 100% intact. But when visitors leave Facebook, iOS starts stripping data out.
What you’re seeing currently is just the beginning. Everyone, including Brave, Chrome, Safari, Edge, Android are in the process of implementing similar privacy measures… and even more so than currently on iOS14 /Safari14.
Precise interests have actually been kind of broken for a while. They’re based on old technology that was initially meant to compete with Google’s in-market interests etc. Key problems with interests are people who engage with a certain topic are grouped together, regardless of whether they LOVE or HATE it. So a good chunk of your interest-based ads are hitting people who are getting TURNED-OFF by your ads.
For several years now, FB has had oCPM, which is FAR better at determining who your actual audience is. Plus, their machine learning model is one of the very best. So broad targeting has been getting better and better.
Now with iOS14, you should be going broad with your targeting and using the messaging and imagery to ‘call out’ to your audience. FB’s machine learning quickly detects the cohort of people who are drawn to your creative and auto select them based pretty damn efficiently.
Whether you continue to duplicate adsets 5x and then kill off the ones that don’t perform… there are a few reasons why that worked. There are some fairly complex mechanisms working behind the scenes that cause it to happen. Not sure how the iOS 14 changes have affected that behaviour (of the platform).
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