PPCChat | Facebook Advertising | 12th November 2019

Posted by & filed under PPCChat.

Hosted by @markpgus, 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.

Q1: What new Facebook features/trends/suggestions are you embracing?

 

Reluctantly accepting CBO. For IG though I’m really liking Stories right now. @robert_brady

HOT FB FEATURES I’M USING – 50 Conv/Adset/Week – Account Simplification – Dynamic Creative Testing – Event Ads @markpgus

I’m trying with CBO. @adwordsgirl

Placement customization, multiple primary text options, and really trying to get min ROAS control to work. @ericdfarmer

Dynamic Creative Testing and Event Ads are HUGE now! @MaverickAdverts

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

I only dip my toe in Facebook, but I do like the testing functionality. @lchasse

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

 

Q2: What steps are you taking to get to 50 Conv/Ad Set/Week? How is it going?

 

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.  @ericdfarmer

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

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

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

On one hand – testing expanded audience targeting… on the other hand – refining audience exclusion lists. @Galliguez

THE OH !@#$ I CAN’T 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

Most of our conversion windows aren’t only 7 days long, so it’s not as much of a concern on that front; however, when it is, we usually swing wide on the targeting, then refine. @CountXero

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

None. We try to get as many conversions according to the budget not according to what Facebook suggests. @adwordsgirl

 

Q3: Are you trying new objectives because of the focus on 50 optimization events? What are your favorites? When do you use them?

 

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

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

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

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

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–if the ROAS isn’t met, there is some explaining to do. @RyBen3

Consideration – Engagement, Video Views Conversions – Cart/Checkout @zmste

For events, we’ll do a mix of purchase or event responses. @adwordsgirl

 

Q4: Have you been doing anything new with creative? What are your best performers right now?

 

TOP RECOMMENDED CREATIVE RN 1. RAW USER GENERATED CONTENT. GET A NEIGHBOR’S 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

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

Stories. Stories. You guessed it… Stories. @duanebrown

Perceived movement in still images has been working for me. @AskYisrael

Answered this previously but our best performers are UGC incorporating reviews into ads and IG Story polls. @RyBen3

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

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. @ericdfarmer

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

Instant Experience for Ads on Facebook absolutely flew for me with one campaign for a B2C client. @chloevarns

 

Q5: Have you been using Dynamic Creative Testing? How has it been working?

 

Not on FB, but we’ve been on it for Google Ads for some time. It’s a real mixed bag on results, but usually because of (again) limitations from the brand. @CountXero

YES AND IT’S DOING WELL. BUTTTTT I’M TRYING TO FIND OUT HOW TO BEST USE IT. I’M 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

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

Same goes for RSAs, they don’t do much for performance but clients like seeing which headlines/descriptions Google favors. @FindingAmanda

Honestly, haven’t really tried it out yet. @adwordsgirl

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

 

Q6: How many ads do you use per ad set when not using Dynamic Creative?

 

Honestly I don’t have anything exciting here. I’m mainly trying to learn. I have heard people believe that certain groups of ads perform well together. Maybe some don’t get conversions but the main one is the converter with the others giving the assist? Thoughts? @markpgus

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

 

Q7: What do you think is the most underrated feature in Facebook and why?

 

EVENT RESPONSES – CHEAP – FREE REMARKETING – WANTING TO GO SOMEWHERE IS SERIOUS INTENT. @markpgus

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

Events and offers. @AskYisrael

 

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