Written by Tracy Mu Sung
Do you assume that because you know how to use Microsoft Ad Center, or Google Adwords, you will automatically be awesome at creating and running Facebook Ads? Well, unfortunately, I’m here to tell you that a lot of the assumed knowledge from other ad platforms, like Yahoo/MSN, Google Adwords and Bing, is not necessarily true for Facebook.
For example, did you know that when creating your Facebook ads for the first time, you should make multiple versions to test them? Of course, because that is what you do in normal ad testing! You create two ads which differ in only one respect, run them against each other, see which one does better, pause the low performer, then test another aspect of the ad. Repeat ad nauseum.
But with Facebook ads, it is slightly different. First of all, Facebook will not offer rotation settings for you – you need to accept Facebook’s default rotation setting, which is basically – Facebook quickly decides which of your ads is performing best and shows that one more often. Very quickly, your poorer performing ads will drop off.
For this reason you need to;
1. Put up 3 or 4 ads at once which differ in only one aspect. E.g. make the same ad with four different images or four different action words.
2. You need to make those ads go live as close together as possible. Don’t go have lunch after making 2 ads, and decide you’ll make the other 2 later. Facebook will have already decided on a winner, and then your 2 new ads won’t even get a look-in.
3. If at any point you want to test a new ad, you’re going to have to create a new campaign and recreate your existing ads in there. Otherwise, Facebook will never give your new ad a chance, because it is competing with the history of the other ads.
Bonus Tip: If you don’t test your Facebook ads (what?!), you do need to at least keep your eye on ‘Frequency’. This will tell you how many times the average user in your audience has seen your ad. When it gets up to 10 – time to refresh your ads!