Facebook Ads Best Practices That Actually Work

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Facebook Ads Best Practices That Actually Work

30.10.2020

Here are some of Facebook ads best practices and advertising secrets of the year for Facebook Advertising professionals. Even if you’re an influencer, copywriter, or jack-of-all-trades digital marketer, you’re sure to find some useful things here.

Discover genius tools, target more interests in your Facebook ads, learn a strategy to raise brand awareness with FB groups and much more in this article.

Read on and up your game.

Thunder Videos in Facebook Ads

It’s no secret that a campaign’s visual content has a tremendous impact on its advertising success. And as the marketing landscape is shifting dynamically, so is people’s appeal to visuals. One day people prefer explanation videos while the next day it may all be taken over by breathtaking motion renders.

So advertising experts should always keep their eyes peeled for the latest industry trends and squeeze insights that will help them create visuals their audience will love.

What we usually do during our campaigns is to come up with simple, short introduction videos or images featuring the product and include it in ads. But people get bored of seeing the same monotonous video formats and renders all the time. Most of them don’t even stop to watch them.

So what to do to get them tuned in?

Surprise! Shock! Engage!

I’d like to share with you the latest trend in the Video Ads industry which not only leads to a higher engagement rate but also amazes with its epic conversion rates!

This new style is called Thunder—inspired by the American pop-rock band Imagine Dragons.

Ceteris paribus—when all conditions are held constant, i.e. the date of publishing, audience, budget—here are the average results of the ad campaigns that contained simple images vs Thunder-style videos.

Ads With Simple Images

thunder ads

Hmm, not so satisfying, right? Here’s when we understand that something needs to be changed. And we start with the visuals!

Ads With Thunder-style Video

thunder ads

This time let’s try out Thunder-style videos. As you can see from the screenshot, the conversion rate increased 2.5 times and other metrics also show that the ads are performing well.

Awesome, right? Give it a try yourself and let us know how it goes!

Read more articles by Ani Hakobyan.

Embrace Negativity In Your Facebook Ads

Social media is saturated with look-alike promo content, making yours blend into others and hardly grab people’s attention. On our ad banners, we usually put Kickstarter or Indiegogo badges and pair it up with texts about limited-time discounts or special offers. 

And yet…

People have seen a similar copy and banner so many times that they are just primed to gloss over the next one in the line. 

Know How TCF

Know How TCF

So I started digging into some of the eye-catchy ways I can spice up my ad banners to differentiate them from the countless other promo posts floating online.  

In marketing, we tend to shower our message with positivity often conveyed through superlative adjectives. 

The best, the safest, the most beautiful… we all know it!

This awe-inspiring, sometimes over-promising language, packs a powerful punch to a certain extent. But when played out too hard, it becomes like a run-of-the-mill romantic comedy—it just no longer triggers curiosity. 

That’s why I decided to reshuffle the good ol’ marketing cards and embrace a little bit of negativity in my ads! And you don’t have to look further for it. Your ads’ comment threads are home to at least a moderate dose of harsh critique—which also directly speaks to your product. 

One of the projects I have been working on—LaMarque—has been bombarded with a lot of upsetting comments. But this punchy, two-word description definitely stood out: “Awful pen”. 

I took this text and pasted it right on the top of the ad banner to immediately captivate users to stop their scroll. This was accompanied by the bottom text “Said no one ever” to illustrate how good the product is to even convince a person with a negative first impression to change their opinion, and also hook users to click. 

Here is how it looked!         

Know How TCF

Disclaimer: I created this banner just for the sake of this test! So don’t pay too much attention to the design.

Instead, look at the ad performance!

The CTR was almost 2x higher than average. And the ad delivered 2 conversions immediately after spending only a few dollars. 

While I was expecting to see some negative commenters reinforcing their attitude toward the product—i.e. “Hi! I am still saying it’s awful!”—I was surprised to have not spotted even a single one. 

After such an inspiring first debut, I am now researching impactful “negative” words and concepts to infuse into my ad copy and wrap it in a more appealing design. 

If this bold new vertical sounds as exciting as it does to me, subscribe to TCF’s newsletter to not miss any of my intriguing ad banners in the future!

Create A New Audience With Audience Insights Data In One Step

Facebook Audience Insights gives you aggregated information about two segments of your target audience—people already in your audience and people on Facebook who you still don’t target, even though they match your buying persona.

Put plainly, Audience Insights shows you how your current audience compares with the rest of the people who, according to Facebook, will likely be catered to your product.

Here you can find information about demographics, interests, and behaviors of those two audiences. You can also make use of the variety of filters on the left-hand side to explore a particular feature that defines your audiences—location, genders, interest, languages, education, work, etc.

Once you’ve applied your desired filters, Audience Insights will display interactive graphs, illustrating the audiences that are most likely to be converted.

For instance, if your product is a USB device, you can see that in the United States, married men in the age bracket of 25-34 are your most converting leads. You can also notice that they mainly live in Los Angeles and speak English and Spanish.

Use these insights to run tailored ads that will speak to each designated segment of your audience and explore new targeting directions.  

know how marketing tools tcf

This was a little sneak peek of the tremendous potential of Facebook Audience Insights which I’ve been using for a while now. And this week, I also discovered a handy feature to save all the collected data and migrate it directly to your Audience Section.

So you’ll no longer lose time manually inputting every single feature of your newly-created audience, which can be set up with a mere tap on the “Saved” function in the top bar.

know how marketing tools tcf

An important pointer: while defined as “saved”, keep in mind that you can still make edits in your audience. Change the gender, age, or pick a different location, to experiment and test the ad performance when targeting a different audience. 

The Magic link to pull your FB ads out of Review

Can you recall the frustration every time your ads get stuck In Review?

Just a few weeks ago I was getting ready for a product launch and submitted my ads for review shortly before we went live.

Normally, it takes around 20 minutes for my ads to get approved and start running, and I was confident this wouldn’t be a problem…

But when I checked the status of my ads a few hours later…

facebook ad in review

My ads were still stuck In Review!

I tried to duplicate my ads, change the objective, scale-up, decrease the budget, play with audience size and modify every single parameter Ads Manager allows me to do.

Whatever you might have in mind, I tested it.

Things didn’t even change the next day.

As you can picture, this can be a real nightmare for advertisers—lost time, money and opportunities.

Eventually, I decided to turn to Facebook. I went to the Facebook Business Support Page, and scrolled down the Online Help Center menu to talk to a Facebook support representative.

 

facebook ad in review

facebook ad in review

facebook ad in review

facebook ad in review

 

Not only did their support representative force ran my ad campaign, as Facebook suggests when ads are stuck In Review for more than 24 hours, but also gave me a URL.

I call this URL the Magic Link, because with it, I can pull all the ads out of the review stage on my own.

How awesome is that?

Well my little trick is to make use of this Magic Link even if your ads are In Review for less than 24 hours.

Hack the system, get better results sooner!

When ads are stuck In Review for extended periods of time, they tend to overspend and gain from little to no results at all, hindering the ROAS of the overall ad campaign. So my advice is to not even waste a single hour waiting for the system to fix what you can do yourself.

The only thing you need to do is to fill out the short form, briefly outlining your problem.

And even so, you can get around it without this.

The only obligatory field is the Ad ID.

facebook ad in review

Although I also like to leave a short message—something like “Please force run my ad” to be on the safe side!

To find your Ad ID, go to the Ads Manager, then to Ad Level and turn on the View Setup.

facebook ad in review

You should now see the Ad ID column pop up on the right-hand side showing a series of 17-digit numbers where each corresponds to your unique Ad campaign.

facebook ad in review

It doesn’t take long to force run your ads after you submit the form. So make sure to put this tactic in use to beat what can otherwise be a nerve-racking time lag to get your ads up and running.

Side note: Recently I have been facing longer In Review sessions more often. I noticed this was far more likely to happen when I worked with new Ad accounts or used new external links. 

Give this strategy a try and let me know how it goes in the comments below!

Audience Insights in Business Manager: User Activity and Location

In Facebook’s Business Manager, you’ll find the Audience Insights section which helps users find and analyze audiences based on their location, demographic information and interests.

While Demographics and Page Likes are well-known to advertisers across the board, there are two more columns that disclose insights about your audience that have sort of faded into the background: Location and Activity.

Audience Insights in Business Manager: User Activity and Location

And this is what I discovered this week.

When you click on Location and add an interest or demographic information, you can see the city and country names where your audience is and the languages they speak. This is Facebook’s attempt to show you how well your selected audience is compared with other people on Facebook.

Audience Insights in Business Manager: User Activity and Location

You can apply these insights to your campaign and start running ads targeted to these locations where people will likely be catered to by your product in the language they speak.

What about the Activity section in Audience Insights?

In the first part, it shows the behavior of your audience, including CTR, page likes, and comments, allowing you to see how active or passive your selected audience is in comparison to other people on Facebook.

Audience Insights in Business Manager: User Activity and Location

The second part of the Activity column, shows you what devices your target audience uses. You can use this information to design ads that are better suited for each device they will be displayed on.

Audience Insights in Business Manager: User Activity and Location

Automate Countdown FB Ads On The Last Days Of The Campaign

The last days of a campaign are critical as this is when you can really tap into your prospects’ FOMO and scale your advertising efforts paired with some heavy retargeting

On these days, we tend to create special ad banners to highlight the remaining days or hours signaled through an eye-catchy countdown icon. 

Much like these two ads we created for one of our campaigns Egret.

Know How TCF

Know How TCF

Typically, advertisers launch separate Facebook ad campaigns or make changes to existing ads to keep the countdown fresh. And more often than not, these intermittent edits tend to hurt the ad performance and force ads back into the Learning phase. 

Besides, it’s just a laborious routine. 

Turning off an ad campaign every three or six hours to only create a new one consumes a lot of your time, let alone the wasted hours (and potential revenue!) while stuck “In Review”.  

And the worst of them all ― you never know when you’ll get the green light to move on.

After weeks of tests, I eventually came up with a smart workaround to overcome these challenges. 

First, create one campaign and include all your ads under a single ad set. 

This is exactly how it will appear in your Ads Manager.   

Know How TCF

We’ll use the Facebook Ads manager rules to state the start and end times of each ad in the ad level. And here comes the trick! 

The time interval specified should coincide with the time left before the campaign ends which, in turn, should coincide with the number on the countdown. 

In our example, the first ad to be activated is the “24 hours left” ad which should be stopped after 12 hours. At this time, the “12 hours left” ad is turned on for 6 hours. Once this ad is stopped, the “6 hours left” ad is turned on. 

Did you grasp the logic? 

The rest of the ads will follow the same pattern. Once it’s set up, the Ads Manager’s automation will take care of the synchronized flow.  

Sounds exciting? Now let’s see how it translates into your workflow. 

Know How TCF

To set two rules for each ad:

  1. Navigate to the ad level.
  2. Choose the ad you want to create a rule for.
  3. Go to “More”.
  4. And hit “Create a New Rule”.

Your first rule should be the “Turn on ad” where you need to state a “Condition”. In our case, it’s time. 

Choose “Current Time” and enter the date and time you want your ad to be turned on.  

Know How TCF

Do the same for the turn-off time. Then repeat these brief set of steps for the rest of your countdown ads in your ad set. 

Congrats! 

You just created a seamless automation flow to reap last-minute sales without having to create new ads every other hour. 

Discover The Best Facebook Ads In Your Niche

If you’re searching for some fresh ideas to jazz up your Facebook ads, learning from the best is the way to go. 

UnicornAds.com is home to the top 1% of ads from Shopify stores, filtered by US Alexa Rank.

Know How TCF

With the polished menu of product niches, navigating through this giant inventory is a breeze. Just select one to reveal all the top Shopify brands in your niche. 

Know How TCF

When clicking on any of the brand cards, you’ll be redirected to its Ads Library on Facebook. 

Know How TCF

The list is updated every week adding new stores that have started running ads and eliminating those that stopped. 

What’s more, you can also help other advertisers find the best ads by upvoting your favorite brands. 

Interest category to target more interests

Determining a business’s target audience through best working interests in Facebook Ads has become as common as making tea or coffee in the morning. But just because it’s done by millions of people every day, doesn’t mean it’s done right.

More often than not, to figure out who your supporters are you have to test hundreds of variations of ads with dozens of target interests to find the ones that yield the optimum outcome. Here at The Crowdfunding Formula, we run such ads every day with our eyes toward possible hacks and tricks we can employ to maximize our results while investing less money and effort.

To make sure we all are on the same page, I’d like to give you a brief walk through the basics of ad creation on Facebook Ads Manager before I introduce the genius tool I stumbled upon this week. If you know this already, feel free to hop forward to here.

Facebook Ads Manager divides Ads creation into 3 levels:

1) Campaign

2) Ad set

3) Ad

1) Campaign

In this section, advertisers need to answer one critical question—what is their marketing objective.

Do you want to run ads to raise brand awareness, post engagement or get conversions? Maybe you want to drive more traffic to your website and collect subscribers?

This helps advertisers reflect on their main objective to run FB ads, laying a foundation for the subsequent stages of ad creation.

FB Interest Category

When you’ve already picked your objective, you also need to specify the budget. In Facebook Ads Manager we differentiate between two types of budget—daily and lifetime. The latter refers to the budget spent over a defined period of time (i.e. 7 days).

FB Interest Category

2) Ad Set

In this level, advertisers need to focus on the characteristics of their target audience—what is the location of people you want to target? What age and gender are they? What languages do they speak?

FB Interest Category

And finally what are the interests and/or behavior of our target audience?

FB Interest Category

3) Ad

As you’ve figured out your target audience, you now have to think about how to grab their attention and make them click on your ad.

Get the creative juices to flow and come up with an appealing visual (or set of visuals) and catchy text that your target audience can’t help but click. And this usually isn’t as fancy as it sounds. You may want to A/B test several ads to see which combination of a text and visual works best.

Great advertisers also keep their eyes peeled to not miss the latest industry trends like Thunder Videos—which increased our conversation rate by 2.5 times last week—and create visuals their audience would be thrilled to watch.

FB Interest Category

Cool! Now as you got a grasp of the basics, let me quickly introduce you to a simple yet genius hack with interest targeting that tripled our recent conversion rates.

While testing interests, we enlist the help of tools to get variations on relevant interests to make sure every person matching our buying persona is in our target audience.

And this week I discovered the Facebook Ad Interest Hunter tool on Engine Scout.

All you need to do is enter your keyword in the search bar and the tool will generate relevant interests. The good thing about this tool is that it works with Facebook developers’ API and gives 100% accurate information because it’s outright FB, packaged in a nicer interface.

Let’s search “facebook”.

Facebook Ad Interest Hunter

The results include but aren’t limited to those 25 interests suggested by Facebook that appear in the “Detailed Targeting” section of the Facebook Ads Manager.

Ad Interest Hunter goes much further by showing all possible keyword variations, their audience sizes and broader categories/topics these interests belong to.

Facebook Ad Interest Hunter

I use the results of the above keyword search to narrow down my audience’s interest by topics:

Facebook Ad Interest Hunter

Like it always happens, some of the ads didn’t perform well enough.

But those which did perform well exceeded my expectations and increased every other coefficient, driving twice as much revenue, resulting in a ROAS above 3!

Now you know another ad hack to reach your target audience and significantly drive your ads revenue.

AudienceBuilder.io to build the best target audience

In Facebook advertising we make use of various tools to discover related interests and run super-targeted ads.

EngineScout was one tool to help us scrape other interests related to ours.

Audience builder accomplishes the same thing with some added benefits.

audiencebuilder.io

audiencebuilder.io

With Audiencebuilder, you can search for various keywords and find related suggestions to those keywords. It provides a wide variety of interests that are carefully concealed in the Facebook Ads Managers’ “Detailed Targeting” section.

Audiencebuilder also stands out in its user-friendliness, allowing you to narrow down your search to countries and define your audience size.

audiencebuilder.io

When you browse and find some new interests and want to know what exactly they mean, simply click on the Facebook and Google icons next to each interest and look up the necessary information.

Like myself, at first, you are probably picturing the hassle it takes to include all these interests in the Ads Set in FB Ads Manager. Worry not!

Audiencebuilder gives you the opportunity to quickly integrate all the interests you’ve found directly into the Ads Set!

Identical Ad Sets in One Campaign To Increase ROAS

One thing that continuously catches my eye is that Facebook ad sets love to compete with one another. And like in any real competition, there are ad sets that win and some that lose.

But what would happen if the competing adsets were exactly the same? Would they behave as rivalries or rather band up? And what the results would look like?

This is what I tested this week!

I created 2 identical ad sets with the same lookalike audiences in a single campaign and picked CBO as the budget distribution between the two ad sets. Essentially Facebook’s way of budget allocation across the best available opportunities, Campaign Budget Optimization (or CBO) is usually the most efficient use of your ad budget, generating the best results overall.

And so I hit the “Post” button and started to closely monitor what the next 7 days would bring.

The results were very much intriguing… and lucrative, too.

Facebook adsets

As both ad sets started to compete with each other, each performed outstandingly in its respective targeting direction to harness the best results possible.

This reduced the Cost per Click (CPC) and Cost per 1,000 Impressions (CPM) by a remarkable 4 times, which in turn led to a significantly higher ROAS.

I would highly recommend all advertisers reading this post to test this strategy and share their results in the comments. Let’s generate more data points to confirm this pattern.

Adintelligence.io/campaignanalyzer – audience behavior guru

Tool on how to track the individual interest (or behavior) and adjust the performance to Ad campaigns.

With the help of FB API (to use this tool, just get the approval from FB), you can track the best interests of your audience with their CPC, CTR and sales performance data!

FB ads sit at the heart of every business – let it be crowdfunding for physical products or travel ads or something else. This will help you analyze your audience behavior -provide heirloom quality Ads only on relevant audience & have a high rate of conversions.

By weeding non-relevant audience off, you will do favor both to you and them. You will not waste your budget and the user won’t get frustrated… or worse – report you!

Bigspy.com

Do you want to see all your competitor’s ads?

Made possible with Big Spy.

The benefit of this tool is that it tracks not only FB ads but also Ads from other social media platforms.

Drive Free Engagement to Your Ads

It’s no secret that ads with engagement always perform well. The abundance of comments and likes are like eye-candy that immediately grabs the audience’s attention and entices them to give a click. Hence, the higher CTR.

This is why many advertisers first run engagement-type ads to increase comments, likes and shares of their ad and only then boost it for conversion-optimized campaigns.

Engagement-type ads usually take up a notable fraction of your ad spend, so this week I came up with a little hack to save your money while still getting significant engagement.

How?

By harnessing the engagement potential of your existing follower base.

You can first post your ad as an SMM post, get some likes and comments and afterwards promote it widely as Conversion-Optimised. To do this, use Facebook’s magical Use Existing Post Option button.

Drive Free Engagement to Your Ads

Simply click on the high-engagement post, insert the link in your post and add a call to action, such as Shop now or Learn more.

Drive Free Engagement to Your Ads

In just 10 seconds, you’ve saved time and money!

A hack to create a lookalike audience with best-performing interests

In Facebook advertising, the main way to create lookalike audiences is from custom audience. But there are hacks you can use to help create lookalike audiences from other sources.

How many times you wanted to create lookalikes with interests that will raise more profits for your product? With this hack, it’s now possible.

Here is how.

First, you create UTM in the Website URL part. As shown below in the screenshot, there is a button “Add Parameter”. Press it and create custom parameters. In parameter name put your interest and in value section {{adset.name}}. Afterwards let your ad run such that the pixel can catch the whole information specified by your custom UTM.

Facebook Targeting Hack

When you spend enough, here is the time to create custom audience of your interest.

Facebook Targeting Hack

Select the right pixel, go to “People who visited specific web pages” and write the same interest that you’ve included in custom parameter. From now on, you can easily create lookalikes from this custom audience.

Cut Your Image In Half To Create Engaging Carousel Ads

I’ll continue this week’s trend about striking visual effects.

Looking for ways to supercharge your Facebook ads visuals and make them more appealing? Here’s a simple yet cool idea!

Cut your product picture in half and create awesome carousel ads with your product spread across two images.

Many people are more inclined to make a purchase after going through carousel-type ads, so this eye-catchy addition will pique their curiosity even more. You’ll stand a better chance of higher engagement and click-through rates.

Go beyond what’s obvious! Reshuffle different background colors and ad texts in different permutations to see which one performs the best.

To get your creative juices flowing, here are some examples from our recent creations.

Engaging Carousel Ads

Engaging Carousel Ads

Engaging Carousel Ads

Discover All The Ads In Your Niche In One Place

The Ad Library within Facebook is home to all the ads displayed on Facebook, Instagram, Messenger, and Audience Network overlays. But you have to navigate through quite a few steps before you reach there.

First, go to a Facebook page… then Page Transparency… and only then will you be able to get to the Ad Library…

And even after these, there’s always a chance you’ll be presented with some inactive ads.

Ads Library Helper is an extension that shows you all the ads, and makes them easily searchable via niche keywords. So you don’t even have to have a cluster of relevant pages at hand to search for their ads one by one in Facebook’s Ad Library.

Ads Library Helper

The interface consists of 2 main parts—pages and ads.

In the Pages section, you can see in detail which category each page falls into, the top 3 countries it targets, the number of active ads, and the likes they got. This saves you time scouring through a page’s Ad Library, just to find any active ads they’re currently running.

In the Ads section, you can see the number of duplicates, impressions, and the cost of an ad. The last two are still being developed. The duplicate stats is what I mostly use, as it helps to understand which creatives work best for a particular page.

Long story short—this magic extension will help you get in-depth insights for all your niche ads—all in one place.

Ads Library Helper

Build Custom Audiences On Facebook Through Custom Events

There are 2 types of events on Facebook—Standard and Custom. 

Standard events are actions predefined by Facebook that trigger the pixel to fire and log it as a distinct event. This can be a Purchase, Add to cart, Complete registration, etc. 

However, standard events are quite limited, inhibiting us from setting up unique actions to segment out our prospects and customize their journey according to their previous interactions. 

For that, Facebook’s got another option in-store—Custom events. In essence, these are actions beyond Standard events that you can set your pixel to track. 

These can include tracking people who: 

  • Viewed a specific page for a minimum amount of time, e.g. 60 or 90 seconds (active time on the page)
  • Scrolled 50% or 60% or 80% of your page (i.e. scroll depth)
  • Clicked on the social share button(s),
  • Clicked “Download” or any of the buttons on your website
  • Submitted a form on your website
  • Literally any other action you see as strategically important to your campaign. 

The bottom line is you have so many possibilities to create Custom events that will reflect your business goals and build ties with audiences that are genuinely interested in your offering. 

Once set up, you will now have the option to create Custom Audiences populated with people who took the desired Custom action. Just keep in mind that you’ll need to start with a Standard event first to be able to switch to Custom events later on. 

And now…comes remarketing! Retarget your prospects time and time again before they make the right decision.

Create 20% Lookalikes for Narrow Audiences

Sometimes we run ads for products which have small audiences identified with just a narrow set of interests. This already poses a challenge. But there is another layer to it.

The Facebook Ads Manager complicates matters even more, allowing you to create lookalike audiences of up to just 10%. And while 10% works fine with masses, when faced with a narrow audience, the same 10% significantly shrinks your target audience and also your conversion rates.

But TrustAds lets you push this limitation and create audiences of double—20%—the  similarity.

know how tcf

Simply connect your existing FB Ad account to TrustAds and create a 20% lookalike audience based on your custom file uploaded to the ad account.

Go to Audiences and choose  “Add Lookalike Audiences”.

In the window that pops up, you can also choose the source and create the lookalike.

know how tcf

TrustAds is paid. But it also has a free trial option.

Build your next lookalike audiences with TrustAds and comment on your results.

Ignite The Copy-Creative Combo In Your Ads

Precise targeting is important to appear in front of qualified leads. Yet compelling copy paired with a great visual is what will eventually drive your leads to act. 

So here is a quick rundown of 3 forward-thinking tips you can use to create a high-converting copy-creative combo that will revamp your sales. 

Tip #1: Your prospects should clearly see the benefits that your product/service promises to bring to their lives. Choose 3 main benefits that you think are the most impactful and showcase them through carousel ads. 

Tip #2: If your product is already being shipped and you are getting positive reviews from your first backers, use them in your ads to cast your product in a more credible light. To pack several reviews into a single ad for a compound psychological effect, you can use carousel ads. 

But here is a small challenge. With numerous fake accounts floating online, many people have become skeptical about the authenticity of product reviews. This is why I suggest you also ask for video testimonials from your first backers to bolster the trust around your brand and wrap your product with some human touch and channel real emotions. 

Know How TCF

Tip #3:  More often than not people may express their uncertainties about your product through negative reviews and comments. While hiding some of the bad comments is often necessary to prevent them from impeding your ad performance, you shouldn’t escape them in any way. 

Instead, weave that precious information about your product’s downsides into your copy and reciprocate it with another of your product’s benefits that will challenge your leads to revisit their initial views and even prime them to purchase.

You may think this should always resemble some sort of a logically-constructed argument. But no. Not even close. Sometimes you may find it more powerful to write in a quirky tone—if the nature of your product allows you for that room, of course. 

Spoiler: We’ve tried this approach with one of our recent ad projects—LaMarque—when we just took the negative comment and put it right on our banner. Just picture the massive traction (and conversions) it got! 

Check out more about it in our next week’s Know How! 

The key takeaway today is not to leave your negative comments hanging in the air. Otherwise, you may lose many of your convertible prospects. Because think about it… it requires a lot of interest in your product to drop a comment—even a negative one.

Identical Ad Sets in One Campaign To Increase ROAS

One thing that continuously catches my eye is that Facebook ad sets love to compete with one another. And like in any real competition, there are ad sets that win and some that lose.

But what would happen if the competing adsets were exactly the same? Would they behave as rivalries or rather band up? And what the results would look like?

This is what I tested this week!

I created 2 identical ad sets with the same lookalike audiences in a single campaign and picked CBO as the budget distribution between the two ad sets. Essentially Facebook’s way of budget allocation across the best available opportunities, Campaign Budget Optimization (or CBO) is usually the most efficient use of your ad budget, generating the best results overall.

And so I hit the “Post” button and started to closely monitor what the next 7 days would bring.

The results were very much intriguing… and lucrative, too.

Facebook adsets

As both ad sets started to compete with each other, each performed outstandingly in its respective targeting direction to harness the best results possible.

This reduced the Cost per Click (CPC) and Cost per 1,000 Impressions (CPM) by a remarkable 4 times, which in turn led to a significantly higher ROAS.

I would highly recommend all advertisers reading this post to test this strategy and share their results in the comments. Let’s generate more data points to confirm this pattern.

Migrate Ads to a Different Campaign with 4 Clicks

Migrating ads from one campaign to the next is a tiresome routine. Headlines, descriptions, images, videos, destination URLs…. it’s just a frustrating repetition of a simple copy-paste of every single one of your ad elements that can often consume your whole day.

The “Duplicate” feature has long resided in your Ads Manager. But I bet just a small fraction of advertisers hardly ever use it for this. Most of us haven’t yet unleashed its full potential, beyond copying ads in the same campaign or ad set.

It appears the well-known “Duplicate” feature not only duplicates ads within the same campaign and ad set, but also transfers them to any existing or newly created campaign and/or asset.

This simple yet powerful automation helped me streamline the manual routine, and accelerate my ad creation by 2x!

Let’s visualize it with this step-by-step walkthrough.

Here’s an example of several ads I created before which I now want to duplicate into another ad campaign:

Migrate Ads to a Different Campaign with 4 Clicks

First, click on the 3 dots and (you guessed it!) choose Duplicate:

Migrate Ads to a Different Campaign with 4 Clicks

In a newly opened window, choose the ad set and the ad campaign you want to migrate it to:

Migrate Ads to a Different Campaign with 4 Clicks

Select “Add to all” if you want to add all the ads included in the ad set to the chosen ad campaign.

Migrate Ads to a Different Campaign with 4 Clicks

Then just click Duplicate.

And that’s it.

Now you can see the exact same ads you selected as part of your other campaign:

Transfer fb ads

Having spent daunting hours on duplicating ads, getting it done with 4 mere clicks is immensely satisfying. Test this powerful hack and share your results in the comments.

See if you can surpass my personal record of 200% time saved!

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Here are Facebook ads best practices and strategies from the TCF team.

Did you find them helpful? Have you used these tools and strategies? What more would you like to see in our future blog posts?

Share your ideas in the comments below!

Stay tuned to not miss out our next blog post and kick your marketing game up a notch!

And with that in mind, don’t forget to check out our latest article on Facebook ad hacks.

TCF team

TCF team

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