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How We Lowered our FB Ad Cost by Half

Posted October 24, 2017

Getting into Facebook ad campaign with your eyes blindfolded will cost you a lot of money in the long run. If you want to lower the cost per click, impressions, etc. of your ad campaign, then you have to do your due diligence. Luckily, we are here to teach you some of the ways we’ve been able to lower our costs by more than 50% in just a few months of testing.

AB testing ads

Data is the foundation of any good campaign. Without data you are doing your ad campaign blindfolded – it’s as simple as that. And to get data, you need results from initial ads. To get even more data, you should do AB testing. This is when you launch 2 or more ads, all with identical elements. Except you vary 1 element across the board.

For example, if you want to test what type of image is more effective, create an ad with the same targeting, the same copy, but with different ad images. Let those run for a brief period and see which one performs better than the rest. Then you can isolate the type of image that works and you can use that information as a guide moving forward.

Using this through the years, we’ve come up with the following:

  • Try to use pictures with a friendly face. We found that a smiling woman is very effective.
  • Use colours that really “pop” out of the screen for sidebar ads. It’s the only way to get noticed.
  • Do not colours that “pop” out when creating ads for newsfeeds because it is already in a large format and will stick out too much as advertising in a space where eyes expect unbranded content.

Is Your Objective Really Clear?

On paper, your object might seem simple. For example, when we had a client with a brick and mortar store, it’s clear that he wants to get people to visit his store. To do that, you need an ad that is displayed as many times as possible (impressions) or so you would think. Thus, it’s clear that your objective is impressions.

In the end, you always need to remember to track all your data. Monitor your ads constantly and make sure that you are improving your ads and moving your budget to ads that actually perform. What is most important especially, in the beginning, is to keep a benchmark for all other preceding KPI’s. That the only way, you find out if your ad performance has been improved.

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