Paid ads platforms are constantly changing each and every day, and with the power of the all-mighty algorithm, things are falling more and more out of our control.

After having been part of the FB ads/paid advertising/pay per impression marketing space for the last 4 years, there’s a few tricks our team has found that have been able to consistently produce insane results.

Removing complexity is the key to anything, and ads are no exception. Giving the algorithm complete freedom and control is a surefire way to remove any chance of making sound, data-driven decisions.

In this post, we’re going to cover 5 Facebook Ads tips that have been absolutely essential in getting our clients 5, 6, 10, and even 15x ROI when it comes to paid advertising.

FB Ads Tip #1: Control your bidding price

This is something that most people in the marketing space do not even know about, and I think it’s absolutely insane how FB does not cover this in more depth in their Blueprint. Usually, when building a campaign/adset you’re asked what bidding strategy you want to use in terms of Lowest Cost or setting your own price.

The secret here is, that you can actually select the price you want to pay for an impression. Yes, you heard that right, if you’re not in a hurry, choose the price you are willing to pay per impression. Whether it be $0.10 or $0.01 you can set what you are willing to bid on an impression, and give the algo a few days to catch up and optimize. If you see that you are not getting impressions due to the low bid, you can increase slightly (25% seems to be the sweet spot for most of our clients) and try again.

Doing this can help you save almost 75% of your budget when testing, to then be able to triple down when scaling and bring in more sales than what your team can handle.

FB Ads Tip #2: Conversions… Conversions… Conversions

I have prospects asking this question almost every day “Should I run a Reach ad campaign first to gain the market’s attention and raise awareness for my brand, then run a Conversions ad?”. The simple and only correct answer to this is no.

The algorithm will work and optimize to satisfy the task that you have set it out to do. So if you set the campaign objective to get likes, it's going to optimize and work to make sure you get likes. Optimize for impressions and again that’s exactly what you’ll get.

If you’re like many of our clients, you have an E-Commerce brand that sells products online, this also means that your goal with your paid ads is to get customers to convert. Therefore, use the full potential of the algorithm and make sure you launch all your campaigns with the same singular objective Conversions.

FB Ads Tip #3: Try Every Type Of Ad Creative

Facebook has gotten much more innovative than anyone could have expected, and with this came the endless possibilities for marketers to get better at what they do.

When launching a new campaign, it’s essential to make sure you understand what it is that your target audience resonates with. Having a crystal clear idea of what your customer likes to see and how they consume their content is going to give you an edge over the competition and really make you stand out from the crowd.

You do this by testing every type of creative, whether that be image, video, carousel, slideshow… By testing these out and seeing which ones resonate better with your ideal customer, you can then scale confidently knowing that your ads are as optimized as possible.

FB Ads Tip #4: Audience Size Control

If you’re anything like me, I like numbers, and I like to have a data-driven approach to every part of the puzzle. Having an audience that is very niched down is ideal for companies that are looking to target a very small portion of the population interested in a particular thing.

The issue there is, with the IOS14 tracking nightmare, audience interests have become less and less precise.

You want your audience size to be between 150,000 and 2.5 million (what works best for most of our clients) for cold traffic. This means that if you pick an interest in your target niche audience and the size is less than 150,000, what you do then is what we call Flex Targeting where you will combine interests to further increase your audience size.

Experiment with audience combinations and even try adding some “weird” interests to the mix, and you’d be surprised by the results we’ve gotten using this strategy.

FB Ads Tip #5: Section Each Variable On Its Own

Creating a predictable money-printing machine with paid ads comes from mastery, and truly understanding where your target customer lies. Having multiple countries, interests, age groups, and objectives all mixed in one campaign is a surefire way to make sure you never see consistency in ad returns over a 365 day period.

Keeping things simple, you want to separate your campaigns based on whether it’s for Testing, Scaling, Retargeting, and what Country it’s targeting.

This is how we name our client’s campaigns: [DATE]-[PURPOSE]-[CONVERSIONS]-[COUNTRY]

This gives us a clear idea as to what this campaign is all about, and we can then clearly assess how ads are performing in each country. It also gives us a clear indication of how our testing, scaling, and retargeting ads are doing in that specific country.

You want to carry through this same structure to your adsets, and never include more than one interest per adset (unless it’s size is less than 150,000 as mentioned in Tip #4).

This is how we name our client’s Ad Sets: [DATE]-[INTEREST]-[AGE RANGE]-[PLACEMENTS]-[AUDIENCE SIZE]

This will help us scale confidently once we know how the adset is performing in that particular data pool.

We carry on this same naming to our Ads as well, to remove all doubt and ensure consistency

This is how we name our client’s Ads: [COPY #X]-[CREATIVE #Y]-[TYPE]-[LANDING PAGE]

This is essential for testing, as it will show us exactly what creative/copy combination is resonating the most with your audience, as well as how the rest of the funnel is performing on that specific landing page.

We hope you have gotten some value from these tips, and implement them into your operations moving forward. These are some of the things we have noticed over the years that are proven to help you get astronomically better results with paid ads.