Facebook ads, how do you expand after a pop?
1, the foreword
Currently do independent stations, run Facebook ads mainly do two kinds: grocery stores or base stations, of course, there are some do POD, that is, print on demand customization. And today we talk about doing grocery stores, run to the explosion after what to do?
2, how to measure the product
2-1 Ideas for selection
Everyone is now running explosive, a lot of cases is last year run explosion products this year to come out to run, shake the sound of the product to run, see their own information flow on a peer's advertising data is good, the product out to run. Mainly to see the material of the product is good or bad, novel fun small video, intuitive performance of a function of the product, then you can go to test.
2-2 Start measuring ideas
At first, our videos can be less "perfect" and landing pages can be relatively simple and rough. Then a product we give a budget of $20-30 to run. How the $30 is allocated depends on what we know about the structure of advertising. If you don't understand, you can read the previous article:Facebook's advertising process and structure
You can build a campaign to turn it into a target, and then build 2-3 ad groups, one ad for each group. (If you're not confident in your material, or have more than one good material, you can build 2 ads)OrBuild a campaignto translate into goals，Built.5-6 ad groups, each group1-2 ads。
In short, put your budget, according to this structure, each ad group evenly give a portion of the money. (It is recommended that we use the ad group budget for new users here)
2-3 How to adjust your ad to your ad's performance
If in this budget, there are orders, or purchase, start checkout and other effects are more, then we can continue to optimize, run down. If there is no order, did not join the shopping cart, click-through rate is also very low, the cost of the previous display is also very high, then directly off. As shown in the figure below, the data for the first ad group is better, so we can keep it, and if there are more than 3 purchases, we can add a budget to it. The last two, the third is not effective, low click-through rate, high click-through cost, high cost of the previous display, then turn off directly. The second although there is no order, but there is a purchase, click-through rate can also, click-through fee can also be, that can be left first.
Here a small partner may ask, how low is the click-through rate? How much is the click-through fee? In fact, this or look at the product and their own practice, three or four advertising groups and emissions there, a few data you to measure, the relatively better to stay, the rest off on it.
3, the situation of explosives
The most obvious manifestation of the explosion is the interactive data of the ad post! The figures below are all money! !
Or something like this:This raging traffic ah
But in fact, such a situation is actually rare, we encountered "explosive" may be dozens of interactions, and then more than a hundred clicks, three or four shopping, as well as some added shopping carts, at this time this product is even our "explosive reserve players." We see that this product may burst the potential, and then look at its performance is now good, through our expansion of it (1, copy campaigns, ad group 2, increase the budget of the advertising group 3, the copy of advertising, good performance and then expand, bad off), so that its impact more and more widely, become a pop."
Because as your ad data grows, Facebook's machines become more familiar with your ads, helping you find the people most likely to buy your product.
4, how to expand the volume of explosives
In fact, a lot of cases are our products do not have as strong as the above picture of the flow, but "preparation of explosives", because explosives are also through the expansion of the volume.
So how do we expand?
First of all, let's assume that we already have a "pre-explosive" and the numbers are good, so we're going to look at the other ad groups in this pre-explosive campaign and leave the good ad groups behind and turn them off.
Then copy the "explosive ad group" intact, here the copy can see the individual situation, can be copied in our existing campaign 1-2, can also be a new campaign, here copy 1-2. This makes it easier for us to compare which situation ends up with a better result. Because if you copy the same ad group in the same series, if these new copied ads don't perform well, it might affect the good ad group in the same campaign, the ad group that's ready to explode. But to be clear, Facebook ads want to run well, can only go to more tests, see which situation works well, so we all need to practice.
To sum up is: copy a good ad group, and then copy for the good running ad group plus budget, run bad off.
So how do you increase your budget? If you start with a budget of 5-10 knives, then out of 2-3 singles, you can copy this ad group, and then add this advertising group to 20-30 knives, if you add the budget, the amount of orders is still increasing, then we can add 50 knives, 70 knives, 100 knives.
Finding explosives is an ongoing testing process, and finding "pre-explosives" also has a situation where you don't run. All we can do is test more, find products that perform well, and expand rapidly. (Because it is likely that in a short period of time will be rushed by other peers (copy) on (attack) ) If the product runs badly, then do not be discouraged, continue to test, while learning the performance of the product, as well as the characteristics of advertising materials. If conditions are in place, we try to be the original creators of the blast, discover the characteristics of a product, and be the first "crab eater".
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