As a Facebook ads consultant, I get to peek into lots of Facebook ad campaigns.
A lot of people are doing lots of things right.
But I see lots of under optimized campaigns also.
One of the biggest mistakes I often see is that people have lots of different audiences that they’re targeting with different ad sets.
Targeting different audiences with different ad sets is great when you’re testing audiences.
But once you’ve already identified your best performing audiences, you’ll want to combine your audiences into a small number of Super Ad Sets.
Facebook’s algorithm does most of its optimizing at the ad set level.
The more conversions that a particular ad set has, the more data Facebook has to optimize delivery of that ad set to deliver impressions to people who are most likely to convert.
The algorithm also works best with the broadest relevant audiences possible so they have the leeway to find the right people for you.
So here’s what you should do…
After you’ve identified several interests that are profitable for you, create a new ad set that combines all those interests, give it a healthy budget and then pause your previous small ad sets.
Do the same with your Lookalikes. A single ad set with all of your profitable Lookalikes combined.
It’s also a good idea to make sure your ad sets aren’t overlapping audiences.
So if you have an ad set of combined interests, you’ll probably want to exclude your lookalikes.
And of course, always make sure to exclude custom audiences of people who have already converted from all your ad sets.
Give this a try. I think you’ll be happy with the results.
Have questions? Send them my why in the comments 🙂
- How to Verify Your Domain For Facebook Ads and Configure Events (step-by-step guide) Updated Feb. 2021 - February 23, 2021
- Thoughts on Facebook’s Updates and Apple iOS 14 (updated Feb. 8, 2021) - February 8, 2021
- Podcast #13- How Facebook Ads Fueled Proof’s Rapid Growth with Dave Rogenmoser - September 30, 2020