August national days for Print on Demand campaigns

August national days for Print on Demand campaigns

August national days for Print on Demand campaigns

Summer is finally here! With August on the way, there are a ton of new national days, weeks, and months to be celebrated.  There are great opportunities for Print on Demand sellers to test and launch new product lines.  Not sure what’s coming up?  Keep reading to see what new POD opportunities are on the way.

International Bacon Day, National Tell A Joke Day and International Beer Day are just a few of the crazy national day events taking place in August.  Whilst not every country across the globe celebrates these weird holidays, there will still be a group of people out there partying it up and celebrating to the fullest. The National Holiday Calendar is a great way to find new niche interests to test out on new target audiences; it shows you all of the National Days that are celebrated all year-round.  With August coming up, here’s a list of some of the most celebrated August National Days:

August national day calendar

  • August 1st – National Friendship Day (US)
  • August 4th – International Clouded Leopard Day
  • August 6th – International Beer Day
  • August 7th – Purple Heart Day
  • August 8th – World Cat Day
  • August 9th – National Book Lovers Day (US)
  • August 10th – World Lion Day
  • August 11th – World Calligraphy Day
  • August 12th – World Elephant Day, International Youth Day
  • August 13th – International Lefthanders Day
  • August 14th World Lizard Day
  • August 15th – V-J Day (Europe)
  • August 16th – National Tell a Joke Day (US)
  • August 19th – World Photography Day, World Humanitarian Day
  • August 20th – World Mosquito Day
  • August 21st – National Senior Citizens Day (US)
  • August 22nd – National Be An Angel Day (US)
  • August 23rd – International Day for the Remembrance of the Slave Trade and its Abolition
  • August 24th – International Strange Music Day
  • August 25th – National Kiss and Make Up Day (US)
  • August 26th – National Dog Day, National Women’s Equality Day (US)
  • August 28th – International Bacon Day
  • August 30th – Summer Bank Holiday (UK)

Remember, to capitalize on these National Holiday dates, it is important to start marketing your product lines early!  Market weeks, or even months in advance so your target audience has time to purchase and receive their products before these National Dates come around.  Once you have decided which niche groups and upcoming events you want to target, it’s up to you to market your products to the masses.

Luckily, Moteefe has a ton of free resources available to help you succeed with your Print on Demand journey!

Be sure to watch the past live stream broadcasts available on our YouTube channel for some helpful tips and tricks about social media marketing using Facebook. Don’t forget to subscribe to Moteefe’s YouTube channel to keep up to date with our content and receive a notification every time we upload or go live.

Niche ideas for campaigns

If you need any help or inspiration about launching new products, check out our blogs on how to launch a line for German niches and Cinco de Mayo.  With Father’s Day recently behind us, you can also check out our blog post on Father’s Day design ideas for Print on Demand for more creative ideas to draw upon. 

However, if none of these recommended dates intrigue you to start your next seasonal line, check out the National Day Calendar for other random and oddly specific national holidays to get further inspiration for your next Print on Demand adventure.  You can also check out another one of our past broadcasts, The Beginner’s Guide to Niche Marketing; our blog posts have full transcripts available for those who prefer to read. However, if you prefer to watch the live stream yourself, you can check it out in the Moteefe x Marcazo Global Facebook Group our YouTube channel available below.

Now that you know what dates are coming up, it’s time to launch your new lines! Seasonal lines can help keep profits flowing all year round. We can’t wait to see what you come up with…

Happy selling!

Team Moteefe

Summer campaign niche ideas for Print on Demand

Summer campaign niche ideas for Print on Demand

Summer campaign niche ideas for Print on Demand

The sun is out which means it’s time for summer!  With a new season here, now is a great time to test out some summertime niches.  Fortunately for you, our team has compiled a decent list of ideas that you can test out for yourself.

Why you should launch a new campaign for the summer

Although creating new campaigns on national events is a great way to boost your revenue, these events only take up a single day out of the calendar year.  Instead, it’s a good idea to test out a seasonal campaign.  Since seasons tend to stick around for three months out of the year, this allows you to sell these POD designs for much longer. 

With Christmas and Mother’s Day being some of the biggest Print on Demand opportunities during the year, launching a new summer campaign is a great way to boost sales during the slower seasons.  Plus, this gives you a chance to test out a new niche and audience.  Testing is the only way to determine what does and does not work, so might as well use this as a learning opportunity.

Summer niches

There are a lot of hobbies available for testing.  In fact, you don’t necessarily need to focus on a summer niche in the summer.  However, it does help since hobbyists may want to show off their custom merchandise while taking part in their favorite activities.  Not sure what hobbies to try?  Check out the list below: 

  • Barbecuing
  • Golf
  • Fishing
  • Lobstering
  • Camping
  • Hiking
  • Beach
  • Gardening
  • Water skiing
  • Kayaking / Canoeing
  • Paddleboarding
  • Backpacking
  • Rambling
  • Sunbathing
  • Tennis
  • Bike Rides
  • Archery
  • Photography
  • Horseback riding
  • Geocaching
  • Open Water Swimming
  • Bird watching
  • Scuba Diving
  • Rock climbing/bouldering
  • Festival
  • Surfing
  • Yoga
  • Sailing
  • Road tripping
  • RVing
  • Smoking Meats
  • Windsurfing
  • Cruises
  • Jet Skis
  • Snorkeling
  • Wakeboarding
  • Yachting
  • Parasailing

Download our free design templates

To get started on these new niches, you will need to create a design. Luckily for you, our team has created a ton of customizable, seasonal designs that are perfect for the summer. The best part? They are completely free to use! And since we provide you with the PhotoShop file, you are able to customize them yourself. This is great for sellers that have a bit of design experience and want to tailor the designs to their own personal style or audience. 

There are a ton of designs around Father’s Day, music, barbecuing and more!  For those happy with the artwork, download the PNG and get started selling.

We can’t wait to see your next campaign.

 

Team Moteefe

 

Free customizable Print on Demand designs now available!

Free customizable Print on Demand designs now available!

Free customizable Print on Demand designs now available!

Launching a new campaign on Moteefe only requires one thing—a design.  Coming up with designs can sometimes be the hardest task when launching your Print on Demand business.  Fortunately, our team has created a ton of FREE customizable designs for sellers like you to use! There are over 40 designs available for use that can be targeted to niche groups like fathers, rock climbers, musicians and more!

With Father’s Day on the way, why not try some of these designs out for yourself? Download them here and start testing.

Not sure how to get started? Here’s a quick tutorial on how to launch your first campaign with Moteefe.

Step-by-step tutorial for launching your first Print on Demand campaign

  1. Download the designs from the Google Drive link
  2. Log into your Moteefe account
  3. Click “Create Your Campaign”
  4. Next, upload your design.
  5. Edit the details of your campaign
  6. Publish!

That’s it!  The design files are available in PNG for sellers that want to immediately start selling.  But if you want to customize the designs to your targeted niche, the PSD file is also available for editing.

 

Try these out for yourself and let us know how they go!  You can share your progress with other sellers by joining our Facebook group, Moteefe x Marcazo Global. 

Happy selling!

Team Moteefe

TikTok creator guide for Print on Demand sellers

TikTok creator guide for Print on Demand sellers

TikTok creator guide for Print on Demand sellers

TikTok is a great tool to use to help grow your Print on Demand business. Unfamiliar with the app? Use our guide to learn more.

The TikTok functionality consists of enabling the tracking of several buyer-side events on your store, optimize your delivery of adverts on the platform, or even create audiences to reengage with overtime on the platform.

This functionality is currently available on a per-store enablement basis and allows a creator to input the Pixel ID linked to a given TikTok Ad Account.

Pixel & Tracking setup

For more instructions on how to create a pixel in your TikTok Advertising Account, please refer to the URL: https://www.tiktokforbusinesseurope.com/resources/install-tiktok-pixel

In order to be able to advertise effectively and track performance accurately, all you need to do is provide your TikTok Pixel ID.

Important: When creating the pixel, choose “Manual Install”. 

Moteefe has pre-created all events and populated them with data points to prepare for future TikTok advertising products on your stores. When the full pixel code is provided, all you need to do is extract your unique Pixel Identifier from the code:

 

<script>
!function (w, d, t) {

w.TiktokAnalyticsObject=t;var ttq=w/[t]=w[t]||[];ttq.methods= [“page”,”track”,”identify”,”instances”,”debug”,”on”,”off”,”once”,”ready”,”alias”,”group”,”enableCookie”,”disableCookie” ],ttq.setAndDefer=function(t,e){tLe] =function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);ttq.instance=function(t){for(var e=ttq._i[t]]| [],i=0;i<ttq.methods.length;i++)ttq.setAndDefer(e,ttq.methods[i]);return e},ttq.load=function(e){var i=”https://analytics.tiktok.com/i18n/pixel/events.js&#8221;;ttq._i=ttq._il|{},ttq._if[e]=[],ttq._i[e]._u=i;var

n=document.createElement(“script”);n.type=”text/javascript”,n.async=!0,n.src=i+”?sdkid=”+e+”&lib=”+t;var o=document.getElementsByTagName(“script”)[0];0.parentNode.insertBefore(n,o)};

/*
Your pixel ID can be found below. Copy all numbers and characters between the quotes
*/
ttq.load(‘YOUR_PIXEL_ID’); ttq.page();

}(window, document, ‘ttq’); </script>

This ID should then be pasted into the appropriate section of your User Settings or directly on the Store dashboard on Moteefe (as in the example provided below). Once you have your TikTok Pixel ID, all that’s left to do is update the stores’ section as per the steps below.

1. Access the Store’s Dashboard link

2. From the list, on the appropriate store, click the TikTok icon on the right-hand side

3. On the pop-up modal, paste your TikTok Pixel ID and hit “Save”.  Your pixel ID is now present on all events within your store.

You are now free to create campaigns in TikTok, track performance on your TikTok Dashboard and create audiences from your TikTok Pixel events over time.

Ad Formats, Placements & Technical Specs

TikTok allows adverts to be placed on more than just the TikTok App, by serving Ad space within other third-party apps within the ecosystem, similar to the way Facebook acts as a delivery engine for Instagram advertising.

TikTok Placement Ads

Ads placed within the TikTok app are limited to the video format, and displayed at this point exclusively within the “For You” page. Please note the technical specifications below also apply to Ad Placements in Video formats within other ecosystem apps.

Video Ad Requirements

Property TikTok Placement Others
Placement TikTok in-feed ad BuzzVideo: – BuzzVideo in-feed ad -BuzzVideo details page ad -BuzzVideo story ad Top Buzz: – Top Buzz in-feed ad – Top Buzz details page ad Babe: – Babe in-feed ad – Babe details page ad
Ad Composition Video creative + ad display image + brand or app name + ad description Video creative + brand or app name + ad description
Aspect Ratio 9:16, 1:1, or 16:9 16:9 or 1:1
Video Resolution Resolution must be 540*960px, 640*640px, or 960*540px No restrictions.  We suggest a resolution ≥ 720*1280px, ≥640*640px, or ≥1280*720px
File Size No specific restriction, ≤540*960px, ≥ 640*640px, or ≥ 960*540px
File Type JPG or PNG
App Name or Brand Name For app names, we support 4-40 characters (Latin) and 2-20 (Asian characters).  For brand names, we support 2-20 characters (Latin) and 1-10 (Asian characters).  Note: Emojis cannot appear in the app name or brand name.  Punctuations and spaces will also occupy characters. Depending on the phone model and operating system, longer text can be at risk for not showing completely on the screen display.

 

 

Ad Description For descriptions, we support 12-100 characters (Latin) and 6-50 (Asian characters).  Note: Emojis, “{}” and “#” cannot appear in the description.  Punctions and spaces will also occupy characters.  Depending on phone model and operating system, longer text can be at risk for not showing completely on the screen display.

 

 

 

News Feed App Series Image Ad Requirements

Property News Feed App Series Image
Placement BuzzVideo: – BuzzVideo in-feed ad -BuzzVideo details page ad -BuzzVideo story ad Top Buzz: – Top Buzz in-feed ad – Top Buzz details page ad Babe: – Babe in-feed ad – Babe details page ad
Ad Composition Image creative + brand or app name + ad description
File Type JPG or PNG
Image Resolution No restrictions.  We suggest a resolution ≥ 1200*628px.
File Size No specific restrictions, ≤500 KB is suggested.
App Name. orBrand Name For app names, we support 4-40 characters (Latin) and 2-20 (Asian characters).  For brand names, we support 2-20 characters (Latin) and 1-10 (Asian characters).  Note: Emojis cannot appear in the app name or brand name.  Punctuations and spaces will also occupy characters. Depending on the phone model and operating system, longer text can be at risk for not showing completely on the screen display.
Ad Description Note: Emojis, “{}” and “#” cannot appear in the description.  Punctions and spaces will also occupy characters.  Depending on phone model and operating system, longer text can be at risk for not showing completely on the screen display.
Untitled

 

TikTok also supports placements within Pangle, a market-specific engagement-driven video app, which is currently limited to the following core markets: Japan, Korea, Taiwan, Vietnam, Thailand, Malaysia, Egypt, Turkey, United Arab Emirates,  Saudi Arabia, Russia, and Indonesia.  For more information please refer to the appropriate TikTok Help Center article.

 

July national days for Print on Demand campaigns

July national days for Print on Demand campaigns

July national days for Print on Demand campaigns

Every new month calls for new celebrations.  With July on the way, there are a ton of new national days, weeks, and months to be celebrated.  There are great opportunities for Print on Demand sellers to test and launch new product lines.  Not sure what’s coming up?  Keep reading to see what new POD opportunities are on the way.

National Postal Worker Day (July 1), National Fried Chicken Day (July 6), and Cow Appreciation Day (July 13)  are just a few of the crazy national day events taking place in July.  Although not every country all over the world celebrates these weird holidays, there is a group of people out there partying it up and celebrating it to the fullest.  The National Holiday Calendar is a great way to find new niche interests for anyone ever looking to test out new target audiences.  It shows you all of the National Days that are celebrated year-round.  With July coming up, here’s a list of some of the most celebrated July National Days:

July national day calendar

  • July 1 – Canada Day 
  • July 2 – World UFO Day
  • July 4 – Independence Day (USA)
  • July 6 – International Kissing Day
  • July 11 – World Population Day
  • July 14 – Bastille Day
  • July 17 – National Tattoo Day
  • July 20 – International Chess Day
  • July 20 – National Moon Day
  • July 25 – National Parent’s Day
  • July 29 – International Tiger Day
  • July 30 – International Day of Friendship

Keep in mind that these are the dates of the national holidays.  It is important to start marketing your product lines weeks, or even months, in advance so your target audience has time to purchase and receive their products prior to these dates.  Once you have decided which niche groups and upcoming events you want to try, it’s up to you to market your products to the masses. 

Fortunately, Moteefe has a ton of free available resources to help you succeed with your Print on Demand journey.  

Be sure to watch the past live stream broadcast available on our YouTube channel for some helpful tips and tricks when it comes to social media marketing using Facebook.  Don’t forget to subscribe to Moteefe’s YouTube channel so you get notifications every time we upload and go live. 

Niche ideas for campaigns

If you need help with launching these new lines you can check out our blogs on how to launch a line for German niches and Cinco de Mayo.   And with Father’s Day coming up in June, we highly recommend you check out our blog post on Father’s Day design ideas for Print on Demand

But if none of these recommended dates intrigue you to start your next seasonal line, check out the National Day Calendar for other oddly specific national holidays. Skim through the National Day Calendar to get some inspiration for your next Print on Demand design.  You can also check out another one of our past broadcasts, The Beginner’s Guide to Niche Marketing.  The blog posts have the full transcript available for those who prefer to read.  But if you want to watch the live stream for yourself, you can check it out in the Moteefe x Marcazo Global Facebook Group, our YouTube channel, or below.

Now that you know what’s coming up, it’s time to launch your new lines!  Seasonal lines can help keep your profits flowing all year round.  We can’t wait to see what you come up with. 

Happy selling!

Team Moteefe

Campaign Budget Optimization for Print on Demand

Campaign Budget Optimization for Print on Demand

Campaign Budget Optimization for Print on Demand

Campaign budget optimisation (CBO) has been available as a way of constructing your Facebook advertising campaigns for some time now. Facebook was even considering making it mandatory. That means it would have been the only way that you could have launched a Facebook ads campaign. Facebook marketers have wondered whether campaign budget optimisation is right for them and whether running CBO’s for testing campaigns can work.

It’s important to point out that every marketer will have different experiences with their campaigns, whether they are CBO campaigns or not. When selling print on demand products, the most crucial factor is the design, not the advert and not the campaign’s structure within Facebook. Nothing in this article will make a design that nobody wants to buy start selling.

This post will cover several different structures for running adverts on Facebook. However, every advertiser will have different results, and nothing is guaranteed. The only way to succeed is to test, test and test some more. In the end, you have to find a formula and campaign structure that works for you. Some advertisers will set much higher initial budgets than others, and each niche will have dramatically different results.

Table of contents

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Campaign Budget Optimisation versus Ad Set Budget Optimisation

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What is Campaign Budget Optimisation?

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What’s the advantage of learning about CBO?

Campaign Budget Optimisation versus Ad Set Budget Optimization

Campaign budget optimisation means that you set a budget for the entire campaign rather than on the ad set level.

Let’s first review how marketers constructed campaigns on Facebook before campaign budget optimisation. The original way of optimising was on an ad set level known as ad set budget optimisation or ABO. An ABO structure allows an advertiser to set a budget for each ad set within a campaign.

A campaign on Facebook has three parts. The campaign itself. The ad set or ad sets within that campaign, and then the ads associated with each ad set a campaign can have multiple ads sets within it, and each ad set can have multiple ads related to them.

One of the advantages of ad set budget optimisation is sellers can set budgets for each ad set. Setting a budget for each separate ad set gives you a very high level of control over your daily ad spend. It is a fast and efficient way to manage your ad sets.

Tip: Although you can increase the budget of an ad set at any time. Some advertisers have found it better to duplicate an ad set and increase the new ad set budget. Leave the original one running rather than changing its budget. As a general rule, we do not recommend changing anything on a profitable ad set.

POD sellers have found that optimising add sets for purchases gives the best result. Some sellers have found success by optimising for add to cart. Both purchases and add to cart are worth testing.

Create four or five ad sets, each with a daily budget of five dollars. Review each ad set’s performance after 24 hours and turn off all the ad sets that are not performing well. That does not mean turning off all the ad sets have not made a sale. It does mean turning off ad sets with low engagement, which is a good sign that the ads may not ever turn profitable.

A good metric to look at is the cost per link click. You should turn off any ad set with a cost per link click of over two dollars unless that ad set has made a sale.

Want more information on setting up and testing ad set budget adverts on Facebook? Then join our free Facebook ads course.

What is Campaign Budget Optimisation?

With a CBO campaign, Facebook lets you set a budget for the entire campaign. That means that you set the budget at the campaign level, and the budget is distributed to each ad set depending on how well Facebook thinks that ad set will perform. Meaning that Facebook spends almost your entire daily budget on one to or just a few ad sets and does not spend anything on others or a tiny amount on some of the other ad sets within the CBO campaign.

The Facebook algorithm allocates the budget to the ad sets differently when you are using campaign budget optimisation.

The following statement is directly from Facebook. Facebook explains how campaign budget optimisation works:

“We optimise your campaign budget in real-time on an opportunity-by-opportunity basis. Our goal is to get you the most results possible and for the cost of those results to align with your bid strategy.”

A campaign structure that is using campaign budget optimisation will look like this:

Although the Facebook algorithm determines how much to spend on each ad set, you can set the daily minimum and maximum spends within the campaign for each ad set. Setting daily minimums and maximums can help in testing as you can force Facebook to spend a minimum amount on each ad set. If you wish, you can also cap the spend of an ad set; this could help you have an ad set targeting a smaller audience than the rest.

Tip: Until you get more comfortable with running CBO campaigns. It is better to let the Facebook algorithm determine the spend that it allocates to each ad set.

Tip: Wherever possible, it is better to have similar-sized audiences within each ad set when you are using campaign budget optimisation; doing so seems to lead to more balanced ad spends across the ad sets and better overall results.

What’s the advantage of learning about CBO?

Many advertisers have tested campaign budget optimisation and found that their initial results weren’t great. Still, like many things in marketing, successful marketers keep experimenting and trying different things until they find something that works for them.

Once you find a campaign budget optimisation strategy that works for you, it can be easier to scale the campaigns, and you may find that you can spend far more on a campaign than you were by using asset budget optimisation.

Campaign Budget Optimisation Structure

With CBO campaigns, Facebook is allocating budget to give the best results. So it is essential to provide Facebook with as many options as it needs to find a winning combination. It is crucial to find the sweet spot. Don’t give Facebook too many options or too few.

POD sellers have found that one campaign with 10 or 12 ad sets with three ads per ad set can work well. Use the same three ads on each one of the ad sets. Use different targeting for each of the ad sets. Try to keep the audience size similar in each ad set.

Bid Strategy for Facebook Campaigns

To maximise the performance of all Facebook marketing. You need to understand the different types of bid strategy that Facebook offers. Many marketers use the default settings, and that can work great. Testing is always essential, and it is better to test and learn and find what works for you.

The four types of campaign bid strategy are:

  • Lowest Cost (this is the default)
  • Cost Cap
  • Bid Cap
  • Target Cost

The lowest Cost is the default strategy setting. Selecting this will mean that Facebook will control the bidding price for you. Facebook will try and find the most results for the budget you set. Remember, you have to choose the optimisation event for Facebook in each ad set. Whichever event you choose to optimise for will be the event that Facebook sets the bid strategy to target. Suppose you have selected the lowest cost. Then there is nothing more for you to do as Facebook controls everything for you.

If you select one of the other three, Cost Cap, Bid Cap, or Target Cost, you can control the costs yourself. So you can define how much you are willing to pay for the conversion event you have selected in ad sets.

You may have heard of manual bidding before. These three options give you the ability to enter a manual bid. But, they are different to the original manual bidding options that Facebook offered.

If you select Lowest Cost, Facebook will try to spend all the budget for the ad set or campaign to get the most results. Facebook will do this no matter what the cost per conversion you are getting is.

The other three strategies will let you control the cost. Each one is different, but how Facebook allocates the budget is similar. Facebook will spend your budget and attempt to target the results you want. Trying to target these results can result in Facebook not spending any money on an ad set in a COB campaign. Facebook will spend no money because it cannot find enough people in the audience to target at the set price.

For example, suppose you set a Bid Cap for a purchase conversion at one dollar. In that case, Facebook may not serve the ad to anybody. Facebook will not serve the ad is because it believes that nobody within the audience would purchase at that price. If this happens, you need to define a higher Bid Cap.

Each of the three cost control strategies has slight differences. You can see those differences in this comparison image below from Facebook.

If you select Cost Cap, then Facebook will attempt to get you the best results at a cost below the cost you defined.

Suppose you were to select Target Cost, which is a lot like Cost Cap. Facebook will try to get you conversions at the target cost that you defined.

After receiving feedback from our marketers running print on demand products, we have found that most prefer to use either Cost Cap or Lowest Cost for their campaigns. But, they do use these two optimisations in different scenarios.

The testing phase using Campaign Budget Optimisation

Note: Before moving to use campaign budget optimisation. You may wish to test first with ad set budget optimisation as it is a cheaper way of trying a new product. To test with ABO, make a new campaign with four or five ad sets in it.

Before CBO was available, the only way to set a budget was by using individual ad sets. Setting a budget for an ad set means that Facebook will spend all the allocated budget.

Most marketers usually use the same daily budget for all ad sets within a campaign. All the ad sets within the campaign would spend their budgets, so it was easy to set daily budgets. Setting a budget for each ad set also made it easy to check and manage each ad set. It is easier because each ad set was spending the same amount of money as the others. It was easy to see which ad sets were performing well and which ad sets were not performing.

But, in campaign budget optimisation, assign the daily budget at the campaign level. So no longer can a daily budget be set at the ad set level.

Tip: You can test print on demand designs with a post page engagement ad for as little as four dollars a day. When an engagement ad has spent four dollars, we want to see a low cost per engagement. We also want to see a good number of comments and shares. Comments and shares are a great way to see if the design is resonating with the niche audience.

One way of testing a new design within a CBO campaign is to create 10 or 12 ad sets. Each ad set should have a different interest inside of the single campaign. Every niche and design will be different, and you may find something that works better for you. One successful setup is to use ten ad sets within one campaign. If you do this, use a daily budget of $150 a day. That is ten ad sets times $15 using the max cost per conversion and setting that to $15.

We are setting a total budget of $150 per day with a maximum cost per conversion of $15 per day. Each ad set has $15 available for it to spend within that day. Of course, Facebook will determine how much each ad set spends over the day. Given this, one ad set may spend much more than another. You may even see one ad set spending almost the entire campaign budget. It is also common to see other ad sets spending nothing.

The Max Cost per conversion is the ad cost that will give me a breakeven return on ad spend.

For example, if I sell a standard men’s T-shirt in Germany for $24.99 (€21.16). The profit that Moteefe will give me will be $15 (€12.73).

My cost per conversion must be less than the $15 (€12.73) dollars, so there is still a profit margin.

Tip: To calculate the budget, do this. Multiply the number of ads set by the maximum cost per conversion you are willing to pay.

Daily budget equals the number of ad sets times Max cost per conversion.

So in the example above, the daily budget equals ten times $15, which equals $150 per day.

It is better to start with the lowest cost bid strategy when testing before running the campaign. We do not know whether Facebook will generate sales for the Max cost per conversion that we need. If we were to use cost as the bid strategy from the start and the cost you defined was too low, you might not get any traffic.

So, when you’re testing, it’s best to let Facebook decide if the costs happen to be too high. After a while, it’s likely because the product or the ad or the targeting is not strong enough to be profitable. If that is the case, you will need to figure out where the problem is.—is it the product, the ad or the target audience? Adjust them over time.

90% of the time, it will be the design that you are trying to sell. Many advertisers and marketers blame everything other than the product. If you are not getting the results that you want, then find a new design to test.

Scaling with CBO

With ad set budget optimisation, scaling happens in two ways: increasing the daily budget of an ad set. If you are doing this, try increasing it by no more than 20% every 48 hours. Or duplicate the ad set and set a new budget. Leave the original ad set running.

There is no way to increase the daily budget or duplicate a winning ad set for CBOs. That is because changes to the budget are only made at the campaign level.

Scaling can be easier with CBO as marketers can duplicate the entire campaign. After doing this, the budget increased for the new campaign.

When duplicating campaigns, only run the winning ad sets in the new campaign. Do not delete the duplicate ad sets that were not performing in the original campaign. Pause them before you start running the new campaign.

You can keep the same daily budget as you had before. Or you can increase it and have a newer, higher budget for the new campaign.

For example, if you have five ad sets and your maximum cost per conversion is 15, and you wish to scale by a factor of 10. Then your new daily budget will be five times $15 times a scaling factor of 10, which will give you a new budget of $750 per day.

You can use any scaling factor you like; anything from two times to 10 times can be successful. Never spend more money on advertising than you are comfortable with. Spending money that you are not comfortable with will lead to poor decisions. Poor decisions lead to losses.

Once you have identified only those ad sets that are winning, then you can increase your budget by a factor of 10 only if you are comfortable with the extra ad to spend. It is critical that you only do this for the best-performing ad sets.

Daily Budget = Number of Ad Sets x Max Cost per Conversion x The Scaling Number.

Daily Budget = 5 x 15 x 10 = $750

Tip: If you are scaling by a factor of five or 10. You must make sure that the audience that you have within each ad set is large. Otherwise, you will soon exhaust those targets.

If you are less sure about the original ad sets’ performance or want to be more conservative with your ad spend. Then you can increase by a lower factor-like 2X, 3X or 5X.

Using the cost cap bid strategy to control costs

Suppose you want to scale by a factor more significant than 10. You can use Cost Cap as your bidding strategy. You can also do this if you are scaling by a factor of 10 but wish to be more conservative with your ad spend.

Cost Cap lets you set the target cap cost you wish Facebook to attempt to get conversions at. Remember this will be the cost per conversion of the event you are optimising for each ad set.

If the cost is too low, Facebook may not get any results for your budget and won’t spend what you have allocated. You may need to adjust the cost to let Facebook begin allocating your budget.

CBOs that are spending nothing or low amount of spend

After the testing phase, you may have found some ad sets that have performed well. Others will have performed less well. There will also be other ad sets that have spent either nothing at all or a minimal amount.

Suppose you find that some ad sets have not spent any money or have spent a tiny amount of money; this will be because some ad sets perform well. When this happens, Facebook will divide most of the budget to those ad sets. Given this, some ad sets may not get anything spent on them.

If this happens to an ad set, then create a new campaign and let them run again. You still want to have ten ad sets within the campaign, so it is best to find new targets for the other ad sets you are adding.

When you create a new campaign, make sure that you go back to the testing phase with testing budgets.

The tremendous power of lookalike audiences wtih CBO

Lookalike audiences within Facebook are awesome. They will update when new events trigger. With new people added to the custom audiences, lookalike audiences can last for much longer than interest targets. Lookalike audiences update with new people added.

Breaking a lookalike audience down by age and gender is one way to use lookalikes with CBOs.

Like this:

Ad Set #1 – Lookalike Audience 1% – Women – 25-34

Ad Set #2 – Lookalike Audience 1% – Women – 35-44

Ad Set #3 – Lookalike Audience 1% – Women – 45-54

Ad Set #4 – Lookalike Audience 1% – Women – 55-64

Ad Set #5 – Lookalike Audience 1% – Women – 65+

Ad Set #6 – Lookalike Audience 1% – Men – 25-34

Ad Set #7 – Lookalike Audience 1% – Men – 35-44

Ad Set #8 – Lookalike Audience 1% – Men – 45-54

Ad Set #9 – Lookalike Audience 1% – Men – 55-64

Ad Set #10 – Lookalike Audience 1% – Men – 65+

Suppose you are using a larger lookalike audience or running adverts in a large country like the US. You can also segment your lookalike audiences with an interest. It is best to use very broad interests when doing this, as you still want to have a large audience to target. The largest lookalike audience you can make in the United States is 22 million people. A lookalike audience of 10% of the most like your original audience.

If a 1% lookalike audience performs well, then you can test audiences of 1 to 2%, 2 to 3% for 4 to 5%, and so on. You can also use audiences of 5% and 10%.

Facebook needs to optimise campaigns

Facebook’s algorithm is very advanced. The algorithm will do everything to try to produce the lowest possible cost. But that does not mean that you cannot help Facebook by feeding in audiences that it is more likely to optimise.

Suppose the audience you have selected is too large or too broad or not interested in the product. If this happens, then it is likely that your campaign will not perform.

You can help Facebook by looking at the data from your niche over time and working out who the buyers are. If, for example, if all your buyers are women, then it would make sense to exclude men; this can be the same for age ranges. If your buyers are 35 to 54, it makes sense to exclude 18 to 24-year-olds.

The same is true for placements. If all your sales are from running ads on the Facebook news feed on mobile, then exclude desktop; this works across platforms. So if you’re getting all your sales on Instagram, it does not make sense to run more adverts on Facebook. Each niche is different, and each product within each niche is different. Testing and learning the data is critical.

A simple rule is don’t start too big. Try to test new products with audiences that you know are likely to buy products from you.