Facebook Ad Learning Phase Tool, Audience Overlap, Audience Saturation & First Time Impression Ratio

Key Takeaways

and the moment that podium it started running fantastic and in about 10 days 15 days it just came down to heart a few more examples I have like that here is another one I'm going it in four days it picked I mean it's fantastic 15 16 days I was just one ad and then it dies down the the credit fuel room that I encounter like that so this was initially and then they just drop off completely say say it again it they get results right as you launch them and then over time they just start stop getting spin towards them yeah so so what do I do though cut in or well clearly to begin and because they did pretty good I mean they were very proven apps this app's we're very successful in the past which one is receiving all the spend so this one as you can say is receiving all the spend very much and this is last 14 days can we view the chart on that one yeah and so what's happening is the moment I put in there they're on everything else goes slow and then this itself dies down now why my overall performance goes down click delivery let's see what happened click delivering yes oh it doesn't want to show you maybe on the ad set level can you go to the ad set level yeah my thoughts are that the ads long and they reach totally new audiences in the very beginning and then the frequency went out meaning the ads were starting to be shown to the same people more often so you got less as submissions that's my hypothesis but if you hit inspect we'll see you know it doesn't want to show us there either yeah so pretty much it's the same in just one ad that was yeah there we go all right so that peak was right here good costs were low you see where you're spend is yeah look at that those are nearly identical graphs mm-hmm it seems that when you have your spend at closer to $65 daily mm-hm it performs much better but when it's spend is much lower okay so at the $65 spend is where I'd say you're able to outperform your competitors and outbid them and gain a grasp the the most amount of submissions at the lowest cost because nobody's competing with you in that spend range as you can see that here yeah and then also if we there's 13 significant edits 13 adds created but yeah even then there was a much changes a blur I see so you have two charts out other than one is for ADD and one is what I said or what I did to oxy this one is for the ad set that I read one and includes all the ads yeah and your first time impression ratio also is decreasing so it starred even at the very beginning you're reaching about 77% first time first time meeting new people 77% new people and over time as it's going down alongside your spend you're now reaching only 40% of new people therefore you see hardly cost including your amount spent all right your lap is very clear now if we throw this and this chart even shows that with a high spend you're able to overbid and it doesn't look like you had any other ad sets competing with yourself at all during this period so this is like a triple hitter here so we're upward or outperform outperforming and over competing against anybody else and we're also getting no overlap which is resulting in like these three dollar cost right massive volume but when we have auction overlap plus we have lower spend and then we have lower first time impression ratio we get this slap this slump or it's just a few leads at a high cost so on under use you of the first time information I would like control that or can I control that you have you can you can so in order to control that you have to exclude your website visitors or your ad engagements in each of your ad sets that's gonna force it to only show to new people because in order for it to show to the same people again it's gonna have to have already shown it to them before and the only way you're cold audience could do that is if they visited your site and they ended up in your audience again which makes sense because if you have look-alikes or other types of targeting the algorithm it's probably gonna show it to people who have already engaged with your stuff which makes sense yeah but you can exclude those people and force it to go back to about a 90% range I think so one of the three audiences can it again website visitors and add engagements which is like Facebook page engagements okay and that can raise your cost that will potentially raise your costs so in order to combat the rising costs you just throw in a retargeting campaign and the retargeting will get super low costs like two three dollar leads which makes up for this subtle increase but that's because you're reaching new people okay the auxin overlap publican told it I guess that that just make sure that I don't have another axe right here he'll tell you all right so we clicked on the little end just to show you how I just got here is a little fast go back up this link right here this button takes you down there okay and it tells you top overlapping ad sets for this time period okay each six-week challenge ad set the look like us past 180 days point six that's not a big overlap to be honest when you combine those three together it turns into a two point six eight which you can see here yeah it's been pretty high but it's down it's pretty low now it's getting down to a four point something and in order to prevent this from happening you just exclude these audiences from your ad sets anything of a 20% overlap is gonna be bad a 2.68 is nothing to really worry about oh and we can see that here like right here it says twelve point nine that's concerning because when we look at it here on this end date we're talking about a $13 lead but when you look down here $7 lead when you're at a four percent so 10 percent and above in your case looks like it can be harming right so then going back to the end said again if you go back to the campaign this one is part of CBO main I'm putting on a tower as a budget so on here so here's the other one which is kind of running flat to slightly down so should i them put in individual budget and set budget or whatever you suggest I mean they both are you can see you know career on similar budget you know keep it on CBO the campaign budget yeah okay but then this but it is good enough I mean I'm spinning hundred dollar right did you increase it recently yeah I did I wanted to get out of this learning mode because it's 98 percent in learning loan right and your lead cost yeah you have a very little low time impression ratio mm-hmm your first time in facing day yeah yeah okay so with an increase in that can actually end up hurting eventually because you're gonna run out of people to reach right right right so you either need new audiences or you're gonna need to start excluding yeah the audience is gonna be tough and I think that means you said for a while like for yes aim at running for more than a year now yeah then honestly 65 Daly might be that range okay that's more maintainable but you might stay and you could theoretically get out of learning phase that is 65 daily because you're not overspending forcing additional dollars to go to the same people that might be the actual spend which is consistent for you and you could probably get out of learning because you would be getting at lower cost which would result in even more leads than a higher cost of spend would oh okay so you suggest that I reduce the budget - that's what it looks like was working at 65 now were you at 60 or anything around that range in the last few days yesterday I think I ran out I think I probably was at $80 yeah I was at 80 here and 20 here sigh up by 20 download on both of them you increase it to 100 yesterday yeah your cost is going down yeah so I mean it's performing little bit better because it's getting more lead now uh-huh [Music] because I'm on 17 it was really bad it is getting better when you see this lead going up and you see this going down and cost all right don't change anything right let's heat until if it goes up here if these follow Graham and if they start to like do something like this where you see this start to happen where now the Blues going down and the Greens going up watching for another two days and if they continue to head towards each other mm-hmm we want to divert them again so that's when I would start pulling back spend okay but no sense in pulling back spin because now that you've increased it looks like we're coming back to a situation like this right but also keep in mind it won't go like that forever it will be a point where it's that diminished returns but that's okay because I think it and stay consistent it's you know a certain number that's good right on that on that ad which was doing no not that they said this dislocate this handset has taken on one second just real quick and then I'm done after them on this man when was this timber we saw them that ad reserved to being severe Lane okay sugar all of the timing is stephane that's why yeah on that it does it make sense to like restart this and like duplicate it and shut this one off that probably won't make any difference worry no because what had happened was the delivery on this thing you can say that alone if we go back to that chart we saw that it was because of the new people it reached Isaac he was reaching a nearly double the amount of people during that time right who's reaching a hundred a hundred percent yeah only new people on that day and then 77 on that day and then we started seeing a 66 and everything below 66 we started seeing a huge drop because yeah so about how we they said of this company to each other percent down and how can I control that I guess that's let's see if I get 30 days of data no I didn't think it would in order to at the only new mm-hmm you'd have to do the exclusions but my only concern was if you do the exclusions since you're in a limited location you're confined by mile radius at a certain point you're gonna start reaching an audience that is not your audience yeah right right exactly because I'm trying to reach the audience and it's just you know people buy the whole day they'll never come and arriving yes there yeah your costs are now heading in a better direction yeah admit I checked those out for the next few days but if they start to go down I'm going to increase cost and then consider excluding certain audiences and potentially launching a retargeting do you have a retargeting now no only one of them I had and I set it down because it wasn't doing anything yeah Newport News people not on Chesapeake but on Newport News I had one campaign and I set it down today because it was not doing anything I consider retargeting on 180 day website visitors at five dollars daily spend and only have your top two performing ads in that audience the in talk to you performing meaning they have over twenty submissions at least in the ride around five dollars or below cost okay okay I'll do that and if that works that should get you lower than your current average which should be like five dollars in below per lead oh so I'm running into Vegas as things progressed running into the situation we're scaling would be difficult right because people are already being reached right you're gonna hit diminished returns yeah so now is the time to keep spending consistent or if you're looking to still scale up and bring more people in you're the only way to continue growing it would be you you would end up loot decreasing on the profit or bringing somebody in to continue scaling like we charted it out its gonna start costing you more but theoretically you'd still be making more money but it would be less profitable if that makes sense right yeah I understand okay I mean the good thing is the audience's I'm in a military area so people just rotate quite a bit here so new fresh people coming in and so that's good yeah yeah so that's good thing so okay thank you sir I'll see what I need to know thanks man yes thank you