70% Prospecting (Cold Audience)
30% Remarketing (Warm/Hot Audiences)
✅Always exclude your remarketing from prospecting ad sets
✅Know your time lag to purchase to determine remarketing window
✅ Leverage broad audiences / interest expansion
✅ always optimize for purchase
✅ automatic placements always except for story specific campaigns
✅CBOs with similar audience sizes
✅ conversion (lowest cost bidding) or value optimized bidding
✅ no more than 15 active ad sets in account
✅ leverage dynamic creatives with multiple copy tests
✅ DPA for view content/add to cart
✅ let your ad sets get out of learning phase before tinkering
There you have it. That’s how I run FB ads.