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How to promote multiple products on Facebook to same audience without Facebook deciding which ad to show the most?
Posted by on July 3, 2020 at 7:32 amHi, I am testing a new product promotion strategy where I want to run individual product ads with specific ad copies to my email list. The issue that I am facing is – I have to work with only 1 ad-set as there is only 1 audience. If I add multiple product ads in one ad-set, Facebook optimisation kicks-in and it promotes only 1-2 product ads that do well, and minimises spending on other product ads. My question is – how to decide the ad-set and ad structure to minimise Facebook’s own optimisation to promote only few ads that work well? As I am working with only 1 target audience, I can’t run multiple ad-sets and promote 1 product per ad set as ad-sets will compete with each other which will increase my CPCs.
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5 Replies
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Don’t worry about CPC increase. If you really want to do manual testing and you don’t trust the algorithm, you have two options:
1. Turn off campaign budget optimization and set up individual budgets to each ad set (containing one ad = one product)
2. Set up a different campaign for each product with one ad set. -
[Dynamic Product Ads](https://www.facebook.com/business/help/1132465490107046?id=1913105122334058) (Prospecting & Remarketing) is what you’re looking for.
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Just make multiple ad sets in the same campaign and put an ad for a different product in each ad set.
Your ad sets don’t bid against eachother.
Also…why do you only have 1 target audience? That’s a sure-fire way to not be able to scale.
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Build 1 ad set for each product and target the same audience in each. Or use dynamic products ads. Or use carousel ads to promote multiple products in a single ad.
Note that whenever you run multiple offers to the same audience that you are exposing yourself to ad fatigue. For this reason, most advertisers with multiple products either use dynamic product ads or rotate best selling products in/out over time.
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If you want even distribution of ad reach between similar audiences, use the A/B testing.
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