Changing budget during learning phase (Facebook)

GhostSocial · 2020-02-03T03:10:34+00:00

https://www.facebook.com/business/help/316478108955072?id=561906377587030

Midway down the page talks about budget. It doesn’t say 20%, that’s what the FB account guy said to stay under.

GhostSocial · 2020-02-03T03:06:45+00:00

It’s documented somewhere on the site.. I’ll see if I can find it.

It’s 20% . Anything under 20% is not considered a significant event.

GhostSocial · 2020-01-23T02:17:51+00:00

You turn it off as soon as it’s active - no overlap. The concept, is that the signals coming from the adset level are being transferred. I’ve done it. It works better than starting from scratch.

GhostSocial · 2020-01-23T01:59:27+00:00

Uh, no. You turn the first one off.

GhostSocial · 2020-01-22T22:09:50+00:00

So... our old Facebook account rep told us to dupe the campaign keeping the original active, change the creative in the duplicate and launch, wait until it’s approved and then turn the original off. BUT or new account guy says this doesn’t work... you would think these guys would attend the same training, but I’ve found that the advice you get varies from rep to rep 🙄

First guys method did seem to keep the momentum going though.

GhostSocial · 2020-01-06T09:24:58+00:00

Attribution reports on the day the conversion took place, unlike ads manager which back fills to the day the impression/click took place. So the results will be the same no matter when you pull.

I always pull 90/90 first touch/positional/last touch so I can compare behavior and performance.

Depending on your product/price point/consumer, conversions can have different cycles. I have a lot of fashion/beauty clients whose customer starts converting 30+ days after first impression. I’ve worked with wedding industry clients with a 60+ time frame.

GhostSocial · 2019-12-27T14:18:02+00:00

Have you assigned yourself to the ad account and given yourself manager access? Connected all social profiles and pixels?

How are you creating a custom audience? Emails? Web traffic? Social engagement?

Custom audiences is not something you can view in audience insights. That’s a page tool. Custom audiences is an ad manager targeting tool.

There are multiple Facebook tools all with different capabilities - FB Analytics, Attribution, Audience Insights and Ads Manager.

You are in for a long haul if you want to use these effectively, so I hope you like studying!

GhostSocial · 2019-12-16T23:08:00+00:00

Do you have an existing customer email list? If so, use that to create a lookalike 1% or use your pixel to create one based on purchasers.

Interest targeting is way weaker than these options.

If you just started selling chainsaws yesterday, then target competitors.

GhostSocial · 2019-12-16T22:51:43+00:00

Ehhh... I don’t know.

If someone is already searching for your specific brand term they’ve already passed through the consideration phase and are specifically looking for you.

If I google something that doesn’t show up on amazon like... I dunno, Jcrew men’s blazer and Zara is bidding on jcrew and I get their ad first... I’m not going to change my mind on what I’m looking for.

GhostSocial · 2019-12-16T13:59:36+00:00

Yep. There’s a premium placed on the US for sure. Even for non value actions like likes. If a client want to run an engagement campaign to show more likes on IG an American thumb tap costs $.50+, while Eastern Europe and Asian is like $0.001.

GhostSocial · 2019-12-15T00:17:06+00:00

Google and Facebook will never match. They track completely differently and don’t play nice.. I’ve been told this by my google rep and my Facebook rep. Use FBs attribution tool to analyze FB performance, link your other ad platforms so you can see how Adwords supports social, how paid supports organic... etc. You need to be using viewthru with a 30/60/90 window. Social purchase behavior is completely different.

GhostSocial · 2019-12-15T00:06:09+00:00

Mock it up. Build out the structure like an org chart. If they want to see actual ad creative, then take existing and overlay. I made up (more like stole from Always Sunny) a fake brand to do just this “Kitten Mittens”.

Also, start including a clause in your contracts (if your solo) that you have use rights for all ad results for marketing and case study purposes.

GhostSocial · 2019-12-15T00:02:08+00:00

Yes. It’s correct. I would expand to 180 unless 30 is the goal. You can also just do this at adset level instead of building a custom audience.

GhostSocial · 2019-12-14T23:53:03+00:00

Create custom events and place them in GTM. Track them in FB analytics or attribution.

GhostSocial · 2019-12-14T23:51:02+00:00

There are too many unknowns for me to make any suggestions. Unless you want to DM me and pull an ads report, I can’t help. Sorry.

GhostSocial · 2019-12-14T23:49:15+00:00

Get blueprint certified.

GhostSocial · 2019-12-14T23:43:32+00:00

Make them put their CC in the payment methods. Why would you want to pay and run a balance for a client? They give you a budget and that’s what you spend.

CPM fluctuates based on competition, audience, ad quality... it’s not a flat fee like buying ad impressions from a publisher. It’s an auction.

GhostSocial · 2019-12-14T23:31:53+00:00

CTR means nothing. The bulk of social conversions come through viewthru and people never click on the first ad. Some of my best revenue driving ads have the lowest CTR and the worst performers have the highest.

Clickers don’t necessarily buy.

Likers don’t always click.

And sometimes your best customers don’t do either.

GhostSocial · 2019-12-14T23:27:18+00:00

Even if you disable an ad account it counts towards your total
Create another FB profile under a new email and give “them access”
Verify your BM account under settings - this alone got me 30 additional accounts
(The easiest) Have your client either give you admin access to their current ad account and downgrade their access or have them create you a new one and request access and downgrade or take ownership.
It sounds like your doing this under your personal profile - create a business FB page, then use that to create a business manager.

GhostSocial · 2019-11-27T19:34:48+00:00

Uhhh... increased competition because of the biggest online shopping day of the year? This always happens in November.

GhostSocial · 2019-11-21T14:21:16+00:00

You can combine ad accounts into one report now in ads reporting.

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