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c h a p t e r6 :Month 3: Create DeM
anD with FaCebook aDs■so, let’s summarize the steps necessary to optimize a campaign:- Create multiple ads of similar themes.
- organize them into campaigns.
- Let them run for a week or two while recording daily outcomes.
- analyze statistics/outcomes.
- retire underperforming ads, and run new a/b tests by creating variations on
better ads. - go back to step 3, and repeat until you have optimized your numbers.
if you haven’t done some of these things, review that part of this chapter, and
progress from there.
with each iteration, you should get smarter, and you should learn new things
about your advertising approach. over time, you should be generating outcomes more
cheaply and efficiently. as long as this happens, you should continue to iterate.
but after a month or so of building and optimizing an advertising campaign, you
may notice that the campaign isn’t doing as well as it used to do. what happened? Just
about all Facebook advertising has a bit of a “shelf life”—an amount of time that the
combination of your ad copy and the demographics that you target will provide great
results. but as people begin to see your ad repeatedly—and some people see it even
after having acted upon it—your numbers will naturally drop a bit. that’s ok; it’s the
surest sign that you’ve captured the available opportunity!
here you have a few options:
• Continue running the ads because, even though your numbers aren’t as good as
they used to be, they’re still acceptable.
• run a different ad at the same demographic.
• run the same ads at different demographics.
the possibilities are truly endless. Just keep in mind that you’ll need to track
how your ad performs over time, because at a certain point you’ve maximized the
benefits from that specific campaign and it’s time to make a decision—make changes,
continue, or move on to something else.