{"id":10986,"date":"2020-10-06T08:35:57","date_gmt":"2020-10-06T06:35:57","guid":{"rendered":"https:\/\/weventure.de\/?post_type=projekte&#038;p=10986"},"modified":"2023-01-24T13:44:00","modified_gmt":"2023-01-24T12:44:00","slug":"optimization-cycle-for-facebook-ads","status":"publish","type":"projekte","link":"https:\/\/weventure.de\/en\/all-projects\/optimization-cycle-for-facebook-ads","title":{"rendered":"Evergreen campaigns: the perfect optimization cycle for Facebook ads"},"content":{"rendered":"<div class=\"wp-block-image small-container\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/weventure.de\/wp-content\/uploads\/2020\/06\/0.jpeg\" alt=\"\" class=\"wp-image-11442\" width=\"73\" height=\"73\" srcset=\"https:\/\/weventure.de\/wp-content\/uploads\/2020\/06\/0.jpeg 200w, https:\/\/weventure.de\/wp-content\/uploads\/2020\/06\/0-150x150.jpeg 150w\" sizes=\"(max-width: 73px) 100vw, 73px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center container-small\" style=\"font-size:18px\"><br>Optimizing <a href=\"https:\/\/weventure.de\/en\/successful-facebook-advertising\">Facebook<\/a> &amp; <a href=\"https:\/\/weventure.de\/en\/digital-marketing\/social-media-advertising\/instagram-ads\">Instagram Ads<\/a> campaigns poses various challenges for every performance marketer. One challenge arises particularly often, though: the optimization cycle. Unlike working with Google Ads, where optimization is keyword-based, optimizing Facebook &amp; Instagram Ads rests more on target groups and advertising material. Accordingly, the management of their Facebook Ads campaigns presented the team at nu3 with many challenges: When do I optimize too much or too little? What is the maximum frequency of my advertising material? How do I manage target groups in the event of seasonality? Together with Robert S\u00fcnderhauf and Elodie Eliot from nu3, we addressed these challenges and developed a new framework for the perfect optimization cycle regarding Facebook Ads.<br><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-css-opacity has-background wv-custom-separator\" style=\"background-color:#0d3349;color:#0d3349\"\/>\n\n\n\n<p class=\"has-drop-cap container-small\">Nu3 develops innovative products for a good nutrition and fitness aimed at helping people live a healthy lifestyle and easily get all the necessary nutrients in sufficient quantity. To this end, Nu3 relies on the power of nature, optimal dosage and delicious taste. In addition, you can find tips and free and personal advice from nutrition experts at nu3.<\/p>\n\n\n<div class=\"wp-block-image with-bg-graphic container\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/weventure.de\/wp-content\/uploads\/2020\/06\/crunchypeanutbutter-rezept-1-1080x1080-1-1024x706.jpg\" alt=\"\" class=\"wp-image-11083\" width=\"850\" height=\"530\"\/><\/figure><\/div>\n\n\n\n\n    <div id=\"wv-block_0badabac7b175c0600a60144396dda24\" class=\"wv-block wv-section-intro container \">\n\n                    <span class=\"wv-section-label wv-show wv-d-bottom\">Our Mission<\/span>\n        \n                    <div class=\"wv-parallax wv-show wv-d-bottom wv-t-1250\" data-pm=\"0\"\n                 data-zi=\"500\">\n                <div class=\"wv-parallax-sub\">\n                    <h2> Structure and strategy are <u>fundamental <\/u><\/h2>                <\/div>\n            <\/div>\n        \n        \n        \n    <\/div>\n\n\n\n<div class=\"is-layout-flex wp-container-3 wp-block-columns wv-custom-two-col mt-4\">\n<div class=\"is-layout-flow wp-block-column is-vertically-aligned-center wv-custom-two-col\" style=\"flex-basis:25%\">\n<h3 id=\"h-develop-strategy-for-direction\">DEVELOP STRATEGY <br>FOR DIRECTION<\/h3>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column container-small\" style=\"flex-basis:75%\">\n<p>Not surprisingly, there are 1001 \u201etruths\u201c about the optimization cycle of Facebook &amp; Instagram Ads. As is the case with any perfect account structure, a meaningful setup is key here as well. In order to work out the perfect optimization cycle for a given Facebook Ads setup, we teamed up with Robert and Elodie from nu3 to develop the following questions:<\/p>\n\n\n\n<ul>\n<li>Which conversion type is used?<\/li>\n\n\n\n<li>Are we dealing with a seasonal campaign?<\/li>\n\n\n\n<li>How long had the previous campaigns been running on the basis of which decisions were eventually made?<\/li>\n<\/ul>\n\n\n\n<p>Of course, every strategy must match seasonality alignments as well as the choice of conversion and advertising types. Nu3 faced in particular the following problems:<\/p>\n\n\n\n<ul>\n<li>There are seasonal products such as weight loss products (especially popular in January), which so far have only brought satisfying ROAS in the corresponding season. How could you let these campaigns \u201elearn\u201c even before the season starts?<\/li>\n\n\n\n<li>Under internal rules, running campaigns were generally exchanged after a month or so for new ones. By doing so, however, it was not possible to gather sufficient data for optimization.<\/li>\n\n\n\n<li>For longer campaigns, rigid optimization time frames were set that were heavily based on dates and too little on data.<\/li>\n\n\n\n<li>If the performance was deemed too poor, campaigns were often terminated before any optimization could be reached. The reason for this was that a duration of two to three weeks was believed to be sufficient.<\/li>\n<\/ul>\n\n\n\n<p>But how do you know that a given campaign has gathered enough data? When should it be paused, restarted or stopped entirely? Together with Nu3, we have developed a smart approach to the perfect optimization cycle!<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-css-opacity has-background wv-custom-separator\" style=\"background-color:#0d3349;color:#0d3349\"\/>\n\n\n\n<div class=\"is-layout-flex wp-container-6 wp-block-columns wv-custom-two-col mt-4\">\n<div class=\"is-layout-flow wp-block-column is-vertically-aligned-center wv-custom-two-col\" style=\"flex-basis:25%\">\n<h3 id=\"h-optimization-of-individual-parameters\">OPTIMIZATION OF <br>INDIVIDUAL PARAMETERS<\/h3>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column container-small\" style=\"flex-basis:75%\">\n<p>Using as an example the \u201cCrunchy Peanut Butter Campaign\u201d, an all-season successful evergreen product, we will present our approach to the perfect optimization cycle.<\/p>\n\n\n\n<p>First, we set the campaign to have no end date, thereby not having to pause or restart it. Accordingly, the campaign would be able to run indefinitely. As we were dealing with an evergreen product that could be marketed all year round, we opted for a 4-week optimization cycle. The following parameters were to be optimized:<\/p>\n\n\n\n<ol>\n<li><strong>Optimization of the advertising measures: <\/strong>If certain stylizations or types showed good results in terms of ROAS, new advertising measures of the same type were created.<br><\/li>\n\n\n\n<li><strong>Optimization of the target groups: <\/strong>New suitable interests were continuously added to our interest target groups during the campaign period. Furthermore, it is important to consider pursuing a new direction if the results are unsatisfactory. For lookalike target groups, the quality of the imported data is absolutely crucial. Accordingly, an optimization cycle could look like this:\n<ol>\n<li>All buyers<\/li>\n\n\n\n<li>All buyers that have bought a corresponding product<\/li>\n\n\n\n<li>All buyers that have bought a product several times<\/li>\n\n\n\n<li>etc.<br><\/li>\n<\/ol>\n<\/li>\n\n\n\n<li><strong>Optimization of conversion settings: <\/strong>During the course of the campaign, more and more data was generated via the users&#8217; conversion funnel. Based on this, we were able to continue optimizing towards the lower funnel (e.g. shopping cart placements instead of product page visits).<\/li>\n<\/ol>\n\n\n\n<p>After our analysis, operating on a four-week basis, we evaluated those three above-mentioned parameters in the third week and made adjustments from the fourth week on. In a second round, we evaluated the same three parameters in the third week and made adjustments from the fourth week on again. After just two optimization cycles, we were able to increase sales by 20% while&nbsp;lowering advertising costs, thereby increasing the ROAS by up to 15%.<br><br>Applying to all campaigns, we recommend an optimization cycle based on the number of clicks and conversion events. For the perfect optimization cycle, we always recommend nClicks =&gt; 1,000 as well as conversion events that are set individually matching the respective industry. In the case of nu3, for example, the conversion events were decided to equal 15 purchases. Depending on the budget and cost per click (or cost per conversion), the number of days \/ weeks adjusts to the aforementioned optimizations.<br><\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-css-opacity has-background wv-custom-separator\" style=\"background-color:#0d3349;color:#0d3349\"\/>\n\n\n\n<p class=\"has-text-align-center container-small\" style=\"font-size:18px\"><strong><br>Conclusion:<\/strong> It is important to let Facebook \u201clearn\u201d from how people interact with your campaigns. Only in this way can your campaigns be successfully implemented, controlled and optimized. The aforementioned learning phase is also important in order for you to understand the effects of the respective optimizations later on and to draw useful learnings for future campaigns. A meaningful structure lies at the basis of every strong setup. If campaigns are not set up according to a coherent structure, it is difficult to optimize them based on predefined key figures. What is more, your campaigns run the risk of quickly resembling a game of chance. If you have any questions concerning the optimization cycle on Facebook, we are happy to help you.<\/p>\n\n\n\n<p class=\"has-text-align-center container-small\" style=\"font-size:18px\"><br><\/p>\n\n\n\n\n    <div id=\"wv-block_e1e5eb013deb607d3707a39e0e0db29b\" class=\"wv-block-mediacounter container-full-size container-full-size\">\n\n        <div class=\"wv-block-mediacounter-media wv-show wv-t-1250\">\n            <div class=\"container \">\n                \n                    <img src=\"https:\/\/weventure.de\/wp-content\/uploads\/2020\/06\/crunchypeanutbutter-produkt-3-1080x1080-1-1024x1024.jpg\" class=\"parallax-delay-overflow\" alt=\"Erdnussbutterglas auf Erdn\u00fcssen\" decoding=\"async\" \/>\n                            <\/div>\n        <\/div>\n\n        <div class=\"wv-block-mediacounter-counter\">\n            <div class=\"container\">\n                <div class=\"row\">\n                                            <div class=\"col-12 col-md\">\n                            <div class='wv-counter wv-show'>\n                                <span class='wv-counter-animation' data-start=''\n                                      data-end=''\n                                      data-pre='2'\n                                      data-app=''>\n                                    2                                                                                                        <\/span>\n                                <span class='wv-counter-text'>Optimization cycles<\/span>\n                            <\/div>\n                        <\/div>\n                                            <div class=\"col-12 col-md\">\n                            <div class='wv-counter wv-show'>\n                                <span class='wv-counter-animation' data-start=''\n                                      data-end=''\n                                      data-pre='+20'\n                                      data-app='%'>\n                                    +20                                                                        %                                <\/span>\n                                <span class='wv-counter-text'>Sales<\/span>\n                            <\/div>\n                        <\/div>\n                                            <div class=\"col-12 col-md\">\n                            <div class='wv-counter wv-show'>\n                                <span class='wv-counter-animation' data-start=''\n                                      data-end=''\n                                      data-pre='+15'\n                                      data-app='%'>\n                                    +15                                                                        %                                <\/span>\n                                <span class='wv-counter-text'>ROAS<\/span>\n                            <\/div>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n        <\/div>\n\n    <\/div>\n\n\n\n\n\n    <div id=\"wv-block_eb584511da1be9efbff62c6a9b89b71a\" class=\"wv-block wv-section-intro container \">\n\n                    <span class=\"wv-section-label wv-show wv-d-bottom\">Quick View<\/span>\n        \n                    <div class=\"wv-parallax wv-show wv-d-bottom wv-t-1250\" data-pm=\"0\"\n                 data-zi=\"500\">\n                <div class=\"wv-parallax-sub\">\n                    <h2> Our services at a <u>glance<\/u> <\/h2>                <\/div>\n            <\/div>\n        \n        \n        \n    <\/div>\n\n\n\n\n\n    <div id=\"wv-block_dbd72bb070c10b068946d37e3fee723e\" class=\"wv-block wv-block-link-list container-small\">\n\n        \n        <div class=\"row\">\n                            <div class=\"col \">\n                    <div class=\"link-list wv-show wv-d-bottom\">\n                                                <h4>SMA<\/h4>                                                     <ul>\n                                                                    <li>Campaign Optimization<\/li>\n                                                                    <li>Facebook Ads<\/li>\n                                                                    <li>Instagram Ads<\/li>\n                                                                    <li>Social Media Ads<\/li>\n                                                            <\/ul>\n                                            <\/div>\n                <\/div>\n                    <\/div>\n\n    <\/div>\n\n\n\n\n\n\n    <div id=\"wv-block_ef4e3d639f3d4d51ac30cbc9062006db\"\n         class=\"wv-block wv-block-stoerer container-full-size light padding-normal \">\n\n\n        \n        <div class=\"position-relative fluid-container\">\n            <h2 class=\"wv-show\" data-enllax-ratio=\"-.0125\" data-enllax-type=\"foreground\"><i>You want that, too?<\/i> <br\/> Start working with us!<\/h2>\n\n                                        <div class=\"wv-show wv-d-bottom\">\n                <a href=\"#contact-form\" target=\"_self\"\n                   class=\"btn show-contact-form \">Contact us now<\/a>\n                <\/div>\n                    <\/div>\n\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Optimizing Facebook &amp; Instagram Ads campaigns poses various challenges for every performance marketer. One challenge arises particularly often, though: the optimization cycle. Unlike working with Google Ads, where optimization is keyword-based, optimizing Facebook &amp; Instagram Ads rests more on target groups and advertising material. Accordingly, the management of their Facebook Ads campaigns presented the team [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":11019,"template":"","meta":{"inline_featured_image":false},"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.1 (Yoast SEO v20.13) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The perfect optimization cycle for Facebook Ads | WEVENTURE<\/title>\n<meta name=\"description\" content=\"Optimizing Facebook &amp; Instagram Ads campaigns is a big challenge? We have developed the perfect optimization cycle with nu3.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/weventure.de\/en\/all-projects\/optimization-cycle-for-facebook-ads\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Evergreen campaigns: the perfect optimization cycle for Facebook ads\" \/>\n<meta property=\"og:description\" content=\"Optimizing Facebook &amp; Instagram Ads campaigns is a big challenge? 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