Module 3
1. Campaign/Audience Level
2. Testing Budget
3. Open Audience Strategy
4. Interest Data-Testing Strategy
5. Audience Targeting Settings
6. Best Practices
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TESTING BUDGET
Ad set daily budget for Max number of ad
Monthly Budget sets
testing
Under $1,000 $5 6
$1,000 - $5,000 $10 16
$5,000 - $15,000 $15 11 - 33
$15,000+ $25 Refer to Facebook limit
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LOW TICKET VS HIGH TICKET
➔ If your product/service cost less than $1,000, it’s considered “low-
ticket”. Therefore it’s safe to assume that running your ads for 7-
14 days during testing will provide you with adequate data for
the optimization/scaling phase.
➔ (based on the data we’ve collected we found that products under
$300 need to run at least 7 days.) So that also tells us if your
product cost anywhere from $300-$1,000 you’ll want to run your
ads at least 7 to 14+ days to get the data you need for
optimization/scaling phase.
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© 2022 CHAPPELL TRAINING TECHNOLOGIES LLC
LOW TICKET VS HIGH TICKET
➔ If your product/service cost more than $1,000+, it’s considered
“high-ticket”. Therefore it’s safe to assume that you will need to
run your ads for the exact number of days it will take to spend the
full cost of your product.
➔ If you do not get a purchase by the time you spent the full cost of
your high ticket product/service. You’ll need to cut your campaigns
and relaunch new ads / tweak your landing page.
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1 AUDIENCE PER AD SET
➔ Test 1 audience per ad set when to accurately measure
results from your Facebook audiences.
➔ 1 audiences per ad set during testing helps ensure your
audiences will be evenly split and statistically comparable,
while informal testing can lead to unproven audiences and
unreliable data.
➔ You should use this strategy during testing to learn which
new audiences convert rather than testing informally, such
as combining multiple audiences before you know what
works,
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1 AUDIENCE PER AD SET
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AUDIENCE SIZE 800K+
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AUDIENCE SIZE 800K+
➔ Interest audiences under 800k+ audience size are less scalable in
the long term.
➔ Targeting broadly (800K+) essentially means that you're allowing
Facebook’s ad delivery system to find the best opportunity to show
your ad to people who will convert. These audiences are more
scalable in the long term.
➔ This approach can lead to Facebook finding more potential
customers you never would've known existed.
➔ This is great for long term planning since you’ll be able to scale
further
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Detailed Targeting ON
➔ Targeting expansion helps improve your campaign performance by
allowing Facebook’s system to reach a broader set of people than
those you defined in the detailed targeting section.
➔ You can use this option when you want Facebook to show your ad to
additional people who will likely convert, get you more and/or
cheaper results. (Facebook only implements the expansion when the
algorithm thinks it can get an additional result.)
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