This guide will walk you through some best practices and overall concepts before you create your first campaign.
Campaign split testing
One of the most effective ways to optimize your advertising is through testing.
To be successful with your advertising you need to test multiple designs and target different demographics to find the right message for the right audience. This can be a time consuming process, but with Hootsuite Ads you can create and test hundreds of ads with a few clicks.
On the Ads Design step (2) of campaign creation, click the icon to add a new design variation to test. You can test multiple headlines, text, links, images, calls to action, and more.
On the Audience step (3), click to add more demographics or interest groups to test. When you click Proceed, you’ll be prompted to select the elements you want to test.
The total number of ads that Hootsuite Ads will create as a result of your selections will display to the right.
For example, if you're testing:
- 2 Headlines
- 3 Images
- 2 Genders
- 4 Countries
Hootsuite Ads will create 2x3x2x4 = 48 Ads
What and how much to test
The most common error is to create too many experiments right off the bat, which can easily lead to unreliable data. The more testing variations you create, the more data Hootsuite Ads needs to provide you with relevant results. Start slow and progressively test more elements.
A good initial test setup could be:
- 2 Images
- 2 Post Texts
- 2 Genders
This will create 8 ads; low enough to give you some relevant results quickly and reliably, even on a low budget. Generally we don’t recommend testing more than 20 ads in your first campaign. As you get more experienced you can set up much bigger campaigns.
What to test depends on the kind of business you're advertising, but here's a brief list in order of the most relevant elements to test.
- Post Text
- Landing Page (this has no impact on the ad CTR but it can make a difference in terms of cost per conversion)
- Placement (where your ads are displayed)
- Custom Audiences
- Relationship Status
- Purchase Behaviors
- Education Level
With time you'll be able to test all of these elements.
How much to spend on your first campaign
This is a tough question and there's no one-size-fits-all answer. It depends on the performance of your ads and what you are promoting. Ads for very consumable products can get cheap conversions and you'll be able to generate enough data to analyze your experiments on a low budget. Ads for more expensive products will likely need a bigger budget.
As a general rule, try to allocate at least $5 to $10 daily for each experiment you're running. So for 10 different ads, a budget between $50 and $100 daily would be recommended to get you reliable results within about a week. Lower budgets will require more time to collect reliable results.
Overall, the more experiments you run at once, the more budget and time you'll need.
Note that Facebook can also reject campaigns for insufficient funding. For example, creating 150 ads with a budget of $10 daily would only allocate 15 cents to each add. Even if this were approved, the campaign would not likely get enough clicks, impressions and conversions to collect enough reliable data to act on.