facebook ads structure | product testing

While testing a new product, the goal within the first few days is not necessarily to be profitable
(although that's always a an amazing sign), but to find a few profitable audiences.

We'll set up an ABO (ad set budget optimization) campaign with 8-10 ad sets @ $20/day, each of
them including 4-7 different ad creatives. If your budget is too low for this, do $10/day, but only run
2-3 ad creatives per ad set.

Each ad set is targeting a different audience (single interests with an audience above 1M, or stacks of
interests). Target countries are your choice, but I usually start with top 5 (United States, United
Kingdom, Canada, Australia, New Zealand).

Schedule everything to start at midnight (ad account time zone).

Here's what it should look like on day 0:

ABO
campaign

interest 1 interest 2 interest 3 interest 4 interest 5 interest 6 interest 7 interest 8

creative 1 creative 1 creative 1 creative 1 creative 1 creative 1 creative 1 creative 1

creative 2 creative 2 creative 2 creative 2 creative 2 creative 2 creative 2 creative 2

creative 3 creative 3 creative 3 creative 3 creative 3 creative 3 creative 3 creative 3

creative 4 creative 4 creative 4 creative 4 creative 4 creative 4 creative 4 creative 4

creative 5 creative 5 creative 5 creative 5 creative 5 creative 5 creative 5 creative 5

On day 1, you check your metrics after spending $40-60. If you're getting no sales or not even a
reasonable amount of checkouts, most likely your ads suck, website sucks, your product sucks - or a
combination of them all. In that case, it's up to you whether you want to improve on those things or cut
the product and move on. I personally cut the product and move on because I know I've built
everything efficiently.

For me, most of the time it looks like this (green is profitable, red is not):

ABO
campaign

interest 1 interest 2 interest 3 interest 4 interest 5 interest 6 interest 7 interest 8

For day 2, you duplicate all profitable ad sets, and use the suggest interest tool to find similar
audiences to target. Don't overthink this, just find mildly related interests and go with them. Schedule
them to start at midnight. Cut the unprofitable interests for the day.

From this point on, the process is somewhat repetitive.

If you have any questions, share them in the mavenport discord chat and I'll do my best to answer
everyone.

written by @eduardbeschea | mavenport

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