Angles are one of the most important elements (aside from images) when we advertise on the Facebook platform.
What the heck is an angle?
The angle is best described as the topic of a blog post or the particular problem you’re trying to solve. It is an insight from your customers – a burning pain or a dream – something important to them.
Having a good angle can make or break a campaign. In another word, the marketing ‘angle’ is how my messaging can connect with the target audience; It is not easy as it sounds. if you spend hours and come up with what you think is a killer angle, it might actually suck. Most of the time, the stupidest angles I thought would never ever work, end up the best campaign that performing 200% better than the one I thought is the best.
There is many ways to test, but this is what I think works best for me.
To test angles, I first dial in the best image to find the best CTR image. Start by doing 10 - 20 ads, with no angle, and see which one gets me the highest CTR. (see screenshot above)
After I find the best image, I duplicate the adset with the winning ad and moving forward to the next important element. The Ad copy for my ad Changing only 1 element. This ad copy should be various angles I’ve come up with for the product or service. (See how to brainstorm angle in 15 mins post). At this stage, If the team has a hard time being creative, I would hire freelance copywriters with different product experience.
My understanding of properly testing angles on Facebook is campaign structure and time. There is no shortcut to finding winner ads in a few hours, a day, etc. Especially important on Facebook, I find from many data-driven tests that it takes a total of 3 full days to properly optimize to a point where the best ad set ‘levels’ out.
Part #1 — Finding your winning image
Step 1) Set ‘Website Conversions’ objective; set it for optimizing for leads if I am doing lead gen, or optimize for purchase if I am doing eCommerce.
Step 2) Create your adset, set the targeting, and create your ad.
Step 3) Duplicate the adset 9x - 19x and change the image on all ads one by one, so they are different per ad.
Part #2 – Got the highest CTR (All) image? Good, now the fun begins.
Step 1) Duplicate the best adset as many angles as the team comes up with.
Step 2) Edit each ad, and place your angle
Step 3) Upload/save the changes.
Step 4) Let it run for 3 days before cutting anything, I typically test an angle at $20 per adset.
1. There are 2 main phases of the FB algo - Phase #1 is Learning, and Phase #2 is Optimizing.
2. The optimization of the campaign is on the adset level.
3. Give the algo time! Let it run for few days, I like to run at least 3 days
4. The algo doesn't like changes. Once I launch, I don't touch the settings of the ca