FACEBOOK AUDIENCE QUESTION

[Dane Saville]

I definitely agree with Ryan Hartigan's approach. The targeting isn't as important because Facebook is typically a stimulus channels, meaning that you're going to potential influence people to start the buyer's journey. They may use it organically for your citations (address, phone number, et cetera), but for the ads, a greater variety with the right ad copy is key. We also see better results with many of our partners using actual inventory that gets refreshed a few times per day, so not only are the lightly targeted buckets of audiences seeing relevant ad copy, they're also seeing actual, relevant inventory. And it's not just clicks those dealers are getting, they're seeing return visitors who clicked on those ads coming back at 3Xs the return rate they saw when running 1-6 ads.

 

[Ryan Everson]

I definitely agree with Ryan Hartigan's approach. The targeting isn't as important because Facebook is typically a stimulus channels, meaning that you're going to potential influence people to start the buyer's journey. They may use it organically for your citations (address, phone number, et cetera), but for the ads, a greater variety with the right ad copy is key. We also see better results with many of our partners using actual inventory that gets refreshed a few times per day, so not only are the lightly targeted buckets of audiences seeing relevant ad copy, they're also seeing actual, relevant inventory. And it's not just clicks those dealers are getting, they're seeing return visitors who clicked on those ads coming back at 3Xs the return rate they saw when running 1-6 ads.

Do you overcome Facebook's learning phase by placing all of your ads in as few of ad sets as possible and optimize for ViewContent since you have to hit 50 events in a 7-day period?

Guide to the Learning Phase

During the learning phase, the delivery system is exploring the best way to deliver your ad set so performance has not yet stabilized. The learning phase occurs when you create a new ad set or make a significant edit to an existing ad or ad set.

www.facebook.com

 

[Dane Saville]

Great question, Ryan. And your assumption was correct regarding ad sets.

Per our Social Media Director: "The best way to overcome it is to have fewer ad sets with more budget. The thing with the learning phase is that you don't necessarily need to get all of your ads out of it. The learning phase is a great tool to understand what your audience isn't as interested in since these ads are not getting as many conversions. You can turn these off completely, try to adjust them to better speak to your audience, or increase your budget but it's worth noting that any changes will cause your ads to go back into review and then re-set the learning phase, which could actually make the issue worse rather than solve it."