Creating great Facebook ads takes patience, and not only with writing great copy, but also in finding appropriate imagery, and targeting people who actually want to read what you have to say. Sometimes the ads work, sometimes they don’t, and it can be the most frustrating thing not knowing why when we can test ads as much as we can these days.
Ads need sporadic love and attention: you post the ad and then you leave it be, before you come back and optimise it by trying to squeeze the most potential out of the ad as possible. But there’s much more to it than that. For one, timing is everything — there’s no point in using data from 3 hours of results to optimise. Each targeting option/ image or copy needs to be left for a significant amount of time before data collection: anywhere from 24 hours to a week. It all depends on the length of your campaign. If your campaign is going to run over a 4 week period, for instance, it would be wise to allow 4-7 days before optimising.
How we optimise is a complicated process, so it’s worth knowing all the ins and outs of optimisation: