Run Ad on Facebook in the Testing Phase: This post will describe the ad on Facebook. You are advised to test run ads on Facebook for at least 3-4 days in order to tell how good or bad the ad is going.
At this test time, make sure you do not employ any settings because that resets the Facebook ad algorithm.
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How to Run Ad on Facebook in the Testing Phase
The testing phase also depends a little on the budget. Testing ads on Facebook at $5/day is different from $100/day and larger budgets can show the better performing ads faster.
Take a look at this post on Setting your Facebook Ads budget for more information.
Significance of Ad Results
When you test your ads on Facebook, be sure that your results have “significance”. This means that enough data is needed to be able to say that one ad significantly performed better than another.
For instance, if one ad got 25 clicks and had 4 conversions and another ad had 33 clicks and 3 conversions, those results aren’t significantly different enough to say for sure which ad is better. You can use this Split Test Calculator to get more information on significance.
Budgeting enough for the testing phase to always be significant isn’t always an option and often just noticing the trend is good enough.
Learn Phase of Ad on Facebook
suppose you are running a Conversion Ad or Lead Generation Ad, there is a “learning phase” that the ad goes through so that Facebook can learn what type of people within your targeting complete the desired action.
The learning phase may be 50 events within a week or if you have more than that the ads can be optimized more quickly. The learning phase can differ and if you make changes to the ads, the ad will have to go through the learning phase again (but it may be shorter depending on how significant the changes were).
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Here are some of the edits that will cause Facebook to reset the learning phase:
1. Any change to targeting
2. Any change to ad creative
3. Any change to optimization event
4. Pausing your ad set (or the campaign it’s in) for 7 days or longer (the learning phase will reset once you un-pause the ad set / campaign)
5. Adding a new ad to your ad set
These changes will not reset the learning phase unless the change is significant:
- Bid cap or target cost amount
- Budget amount
If you don’t have enough events during the week (50 or more) then you may want to consider changing the type of ad you run – for example, change from a Conversion ad to a Traffic ad.
But I have seen ads that don’t have a lot of events still perform well.
How You Should Run Your Ads on Facebook in Long Term Campaigns
Facebook ad performance varies on daily bases. My advice is that you should Set a threshold of performance and watch the trend before making a decision.
Frequently you will observe weak performance for a couple of days and then the ad will rebound so don’t try to tweak things too often.
Have a threshold for your desired results and when you see 3-4 days outside of those results, then stop the ad and refresh the campaign with a new image or possibly test a new audience.
I believe the steps on the Ad on Facebook in the Testing Phase are great.