I started managing a Facebook ad account recently that was already spending a few hundred dollars per day in ad spend. Usually when I take over an ad account that already has some campaigns in it, I like to leave some of them on alongside my new campaigns. I do this for a few different reasons but the main reason is just in case the new campaigns don’t perform as well as the old ones.

You may be asking yourself “was it a retargeting ad?” and the answer to that question is no. I know sometimes people can share campaign improvements by comparing a cold campaign to a hyper targeted retargeting campaign. You can see that the new campaign is labeled as an interest targeting campaign.

It also wasn’t a campaign that was spending $5 and got a $15 sale for a 3x return like some might highlight.

I also didn’t highlight a discount code. There is a discount code mentioned at the end of the video, but it’s not on the headline or ad copy section so it is not the main point of the ad.

I’m going to break down the difference between the two campaigns, highlighting the changes made to get the improvement in results. Hopefully it helps you in making some improvements to your Facebook ads as well.

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Old campaign: carousel ad, New campaign: video ads

The link CTR for the video ads are about double for the carousel ad. In the many accounts I’ve managed, I’ve seen so many times that video ads outperform nearly every other type of media so it was no surprise that it happened here.

I used a video script format that I’ve been using for a while now: 1 – Hook 2 – Intro 3 – Product/service description 4 – CTA

Old campaign: ad copy has 1 sentence, New campaign: ad copy has 4-parts to it

The new ad copy that I wrote has the same writing style as the original but it goes into a little more detail on everything but not so much where it is a novel.

It sort of follows this structure:

[On-brand slogan/statement]

[1 short sentence about the brand and product]

[1 short sentence with an indirect CTA (i.e. check out our collection)]

[1 short sentence with a direct CTA and a link]

Putting spaces between each sentence/part to make it very easy to read and skim.

Old campaign: multiple audience types in one campaign, New campaign: only interest audiences

The old campaign has interest targeting and lookalike audiences mixed together. What we are seeing is a very uneven budget distribution and inconsistent results. I always prefer to separate the following target audiences into their own campaign 1 – Interests 2 – Lookalike 3 – Retargeting And within these 3 categories, I sometimes create a new campaign for different combinations of these (for example, a lookalike narrowed down with different interests will be in their own campaign – hope that makes sense)

Want To Get Great Results With Your Facebook Ads?

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Schedule a free 15-Minute Facebook Ads Quick Fix Call with me, and let’s get your results on track!

Ready to get better results with your Facebook Ads?

On the call you will have the opportunity to ask me any questions about your ads and get my feedback about what’s working, what’s not, and what you can do to improve your results.

Click the button below to schedule your Quick Fix Call now!

I’m looking forward to helping you get great results with your Facebook Ads!

Old campaign: multiple targeting in each ad set, New campaign: 1 interest per ad set

This is something that I’ve always recommended in most cases, and that is to have 1 interest targeting per ad set. The 2 benefits of doing this are:

1 – More transparency on each interest. If you have 5 (untested) audiences stacked into one ad set and you get great results, you won’t know which of those audiences most likely produced those results. So if you were to want to optimize that ad set, you wouldn’t know which audience to remove.

2 – You know when an audience stops working. Let’s say you tested a handful of audiences that performed well on their own (interests: fitness, workout, and gym) so you put them all into a stacked ad set. That stacked ad set performs well for a while but then eventually stops working. What you could do in that situation is split up the audiences again, let it run for 5 to 7 days, and see if you can pinpoint which of the audience is not performing well anymore (let’s say “fitness” stops performing) so you can go back into the stacked audiences ad set and remove it (remove “fitness” from the stacked ad set) and see if it improve the results.

The old campaign has 7 interests in it and we can see that the results have been very up and down. So I’m sure there are interests in there that have had big fluctuations in quality and/or competitors running ads towards them which drives up CPM.

Old campaign: 1 ad per ad set, New campaign: 4 ads per ad set

As mentioned above, the old campaign had carousel ads, and it only has one. The new campaign that I created has 4 video ads in it, all with the same ad copy. They all follow the same structure mentioned above, but they have slightly different hooks and intros in some instances and different thumbnails. What I’ve found is that having multiple ads in an ad set will produce better results, which I believe is due to Facebook’s preference of having a variety to choose from when running ads.

Now to elaborate on that a little bit more, there is such a thing as having too many ads where you experience the budget being spread too thin. You want that balance of having variety but not too much where each ad is only getting $0.01 per day.

Schedule a free 15-Minute Facebook Ads Quick Fix Call with me, and let’s get your results on track!

Ready to get better results with your Facebook Ads?

On the call you will have the opportunity to ask me any questions about your ads and get my feedback about what’s working, what’s not, and what you can do to improve your results.

Click the button below to schedule your Quick Fix Call now!

I’m looking forward to helping you get great results with your Facebook Ads!

Want To Get Great Results With Your Facebook Ads?

Schedule a free Facebook Ads Strategy Call and we can go over your Facebook campaign strategy and see if you qualify for my premium campaign management service!

Click the button below to schedule a call.