In the Year 2021, I spent $200,000 on Facebook ads with a total ROI of 80%.
I’ve learned a lot about Facebook’s advertising platform. How to make effective advertisements, and what matters when you get transformed. In this article, I’ll break down the lessons I’ve learned over the past year to help you succeed faster in Facebook ads.

I. Use Automatic placements

Automatic placement enables you to get the best results from all available placements. This means that Facebook will test all available display locations and then allocate your budget to multiple display locations based on where they may perform best.
Therefore, if a display location does not perform well, the algorithm will focus on the opportunities of other available display locations.
As usual, we extracted some data from one of our A/B tests to show you why we always recommend using automatic layouts.
It can be seen from the table below, when using the automatic layout, the CAC decreases by 50%, while the CPC decreases by 153%.
We’ve already tested this over and over again on multiple advertising accounts, and we always find that auto-showing of locations are the obvious winners. Therefore, if you are still using the manual display of location, or you are still hesitant to test auto-display location, we strongly recommend that you do so.

II. Use the best caption

If you are trying your best to write ad captions that are effective and have high conversion rates, then you will absolutely like this next technique.
Recently, we analyzed the captions from more than 4000 advertisements to determine which elements of the caption are most suitable for potential customers and repositioning.
For prospect campaigns, we found that using emoticons, mentioning promotions, and free shipping significantly improved the ROI.

III. Don’t use video ads

Yes, video is more interesting and attractive than still images, and you are most likely to get a higher click-through rate (CTR), but is this your most important indicator? Click-through rates are very important, but you should look at more important indicators, such as customer acquisition cost (CAC) and cost per mille (CPM).
So to answer your question, why do we recommend using still images? Let’s see our A/B test results. When testing this, the ad group and all other variables in the ad remain unchanged, so we can understand the performance of these two creative formats.
After the test, we found that video ads not only have significantly higher CPM, but also CAC and CPC.
Most importantly, the CR of video ads is also low, as shown in the figure. The effect of using video ads is not as good as static image ads.

IV. Track your competitors

Another simple but useful technique that cannot be ignored is to learn from competitors.
Learning to make good use of spy tools is also a necessary skill. The insights gained from a competitive analysis can shape and improve your ad materials.
With the analysis function of the spy tool, you will be able to systematically analyze the digital marketing work of competitors and determine their strengths and weaknesses, to have an in-depth understanding of the ad materials that can be further improved and enhanced. Find industry leaders, monitor their Facebook ads, check their bidding keywords, etc. Learn quickly and turn them into your own materials. Learn from them but not blindly copy. The final result is to convert it into your own material.

V. Once there is a successful ad material, it will be rapidly scaled up

Doing material testing is usually a very boring process. The only purpose of this process is to find a successful material.

After finding successful ad materials, it will be scaled up rapidly and maximize ROI in a short time. Here are several ways to scale up:

  1. Increase the budget under this advertising account. It is not recommended to increase the budget too high in an instant, try to control it within 5x as much as possible.
  2. If the daily limit of the account is restricted, you can choose to continue with the new number. You can continue to update the same material, or you can choose to continue to overlay the post of existing advertisements.
    Click on the link to view the Chinese version:
    https://veryfb.com/d/27-roifacebook