How to switch gears when things go wrong…

What I see a lot inside my community, especially when people start a new Facebook Ads campaign, they often have a strict process to follow.

They’ve listened to certain people over the years and they’ve got to have a campaign with a certain number of ad sets and a certain number of creatives in each ad set.

That’s fine, a lot of this works.

But where I see people failing is when they don’t have the ability to pivot when things start to go wrong after the first 4 or 5 days. 

In the first 4 days you let the algorithms do the learning and you figure out what creative is doing best. But then, they don’t know what to do after that.

Do you have to come up with new hooks? New images? Do you have to rewrite the copy?

Or, do they just throw in the towel and give up? 

What we’re doing to lower CPL leading up to day 5-7 of a campaign is testing different angles in the market. 

The best way to do this is by testing 2 or 3 angles inside the first 4 days to see what resonates with the audience.

We do this through market research.

Reverse engineering what other people are doing and let our market do the marketing for us.

Then, you’ll want to come up with 3 or 4 different angles.

That’s all we do.

What is working exceptionally well for us now and giving us a lower CPL is using ugly text-based ads. 

If we can explain our offer and create curiosity for these angles inside these big ugly images, it works really well for us.

Once we’ve got something that’s converting after the first four days and it’s pretty clear what the best angle is, the next thing we do is change the most important part of the ad.

The biggest part of real estate of the ad is the image or video.

We take the exact same text and headline from the angle that’s working and create new variations of the ad by changing the image or video.

It’s about developing the angle further with some better images inside what’s already working.