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QuoteHi John,
Don't want to speak too soon, as I still need to set up a static campaign, but I think I might have finally found a large audience! I've been doing a subs lookalike campaign for the last 4 days and one particular combination of text and image has been getting in subs at around the $1.25 mark for the last 2 days for the US audience- 30 subs so far with really clear winners for text and image. This could potentially be really great as even with narrowing down the age to 35-55, the audience is still 1.5 million.
I'm not sure if I did this quite right, but I put multiple ad sets in the same campaign and did campaign budgetting, so while I have really clear winners for my US audience, I'm not so sure yet what elements are working for my UK audience as the US has sucked a lot of the budget as it was doing better. But I have a feeling the UK audience will work (I have some cheap subs for one of my images, just not many of them), so I'm wondering now whether it's OK to just switch off the US audience, to keep testing the UK, or whether that will throw things off as the budget will suddenly surge? Do I do it in combination with dropping the overall campaign budget maybe? Or is it best to start over with UK audiences ?
Thanks,
Karen
9:49 am
June 7, 2011
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Hey Karen,
That's awesome, and yes, you are doing it right with the campaign budgeting (or at least, that is what I mostly do these days). Changing anything tends to be risky with these campaigns, even just turning off under performers. But if I was to do anything I would turn off the UK rather than pause the US. Then I would go and create a new campaign for the UK only. But I'd only do this if I was getting virtually zero reach from the UK. If you are getting some reach in the UK then I would leave it as is for a while. You should expect the UK reach to be about one fifth of the US reach based on population.
Anytime there is a major discrepancy between audiences size, but it is important to you to disperse your ad budget across those different audiences evenly, then you need to either use ad set budgeting, or separate campaigns for each audience.
Glad to hear that you are seeing the algorithm improvements that I told you to expect.
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Hey John,
Just a quick one before I hit the sack- trying to hopefully save a bob or two with decisions I make about this tomorrow ...
I'm doing dynamic creative for the above - I thought it's best to switch them off once you have the info you need, and start again as static ads with the best elements ? Isn't that what you do going from dynamic creative to static? Or do you also switch off dynamic creative elements sometimes ? If there is a really clear winner maybe?
Next time I will do ad set budgetting or separate campaigns... but as it stands they're together now- but it's the UK that I still need more data for - d'you think it's best to start the UK up again in a new campaign, or is there a way of building on the data I already have given the way I've set it up this time ?
Thank you, and yes really happy about these improvements - it's so great to see the subs coming in steadily and I've been playing with idea for my membership funnel today ... 🙂
Karen
12:01 pm
June 7, 2011
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Hey Karen,
What you described is what I did in my initial dynamic creative lessons. However, when the prices are good, I leave them running as long as possible. Not only because, hey, the prices are good, but also because more data is better. Things can change and making decisions with hundreds of subscribers is far better than with dozens, as you still don't have statistical significance when you have only brought in a few dozen subs. But if things are too expensive then a few dozen subs will work (simply because we don't want to waste more money than we need to).
Your winning elements may also work in the UK, but it's also possible that the UK will behave differently. Because you've already stopped things I guess I'd probably just try moving ahead as planned and see what happens. If things don't go well with the next round you can always revert to what you were doing. Starting and stopping campaigns always brings risk because the algorithm sort of starts all over again and sometimes it struggles in the beginning. But if things are already paused then there is no point in reverting now. But I'm sure all will be fin.
Good luck.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Thanks for your quick reply to this. I haven't actually stopped anything yet as I wanted to get your input first... Thanks for baring with this, I have quite a few questions!
The good news is there's a really clear winner for the US - I have 62 subs at $1.20 for one particular text line (other elements also have clear winners) and the price is still creeping down slowly.
RE: the UK audience it's not the end of the world on this front to just chalk it down to having learned not to put small audiences in the same campaign as big ones... I'm happy to start up again with the UK.
I guess the thing I'm slightly nervous about is what to do with the US elements that are on a winning streak. Part of the reason I asked in my first message about reducing the budget if I switch off the other ad sets, is that I actually have 4 ad sets in this campaign- two for the US and two for the UK- (I was testing 10 different text lines for both countries, with 5 text lines in each ad set.) The amount spent so far on all 4 ad sets is £165, and the winning (US) ad set has taken up about half that. So I wondered whether I could switch off the other 3 ad sets, reduce the budget by half so a surge in budget doesn't screw with the algorithm (?) and switch off the dynamic creative elements that are weak. (For all the creative elements there are really clear winners so not sure I need any more data there.)
Similarly, with placements there are clear winners and male and female are pretty equal in price.
The only thing I potentially need more data on is age ranges - it would be good to be clearer on whether to eliminate age 25-35. But if I decided that, would your advice be to start afresh, or alter the age range in the ad set ?
If I decide to try any of the above, and it screws with the algorithm, I suppose I just start again with a static ad and just hope it works as well ...!
I hope this is understandable- sorry it's probably a bit complicated reading, but I'd really appreciate your thoughts before I do anything ! If it's easier for you to look in my ad account, you'd be welcome to- I think I can invite you to be a business admin if you send me your fb email...
Thank you !
Karen
Have switched them off & will start up again with best elements ... I have the force on my side I've decided.
9:22 am
June 7, 2011
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That all sounds good Karen. You mentioned in an email that I didn't need to reply to this. But let me know if there were any lingering questions. Cheers.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hi John,
Thanks for this.
So lingering questions are to do with how much of a bad idea it is to switch off elements such as demographic elements on a campaign that is otherwise doing well.
So for example, if I have a campaign that is doing well except that the lower end of the age range doesn't seem to be, is my understanding correct that it's risky to eliminate that age range, but perhaps it's worth trying ? Or do I just trust facebook do serve my ad up less to the age that is working out more expensive?
Similarly, I'm wondering, if I add audience exclusions into the mix when a campaign is already running well, is that not such a great idea? Or does it depend how much it tampers with the audience size ?
Thanks !
Karen
3:42 am
December 9, 2018
OfflineHello Karen & John,
Hope you're both well. While you're discussing these issues I'm also wondering if doing things like adding a new picture to a dynamic creative ad that's already running might have an adverse effect.
Cheers,
Keith
9:26 am
June 7, 2011
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Hi guys,
Karen, while I used to turn off under performing elements, I rarely do anymore. The algorithm does a pretty good job of spending your budget where it should be spent and I have more issues turning things off then just letting them run. Likewise, I would not add any audience exclusions. Messing with the creative can sometimes be ok. Messing with the audience will almost always throw everything off.
Keith, I would not add anything. If things are performing so bad that you can't afford to continue, stop the campaign and start again rather than trying to add things to improve it.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
10:22 pm
December 9, 2018
OfflineThanks John,
Makes sense.
1:38 pm
June 7, 2011
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\m/
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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