Hey William! Each ad platform is unique in many ways, including how we analyze campaigns, optimize budgets, target, etc. And they are always changing!
The best thing you can do right now is follow the training as it is rolled out, do your best to stay focused on the task(s) of today rather than those of next week, and, most importantly, take action!
As you go through the training, keep posting questions here in the Forum and we will do our best to provide actionable information. I will be posting some videos in the coming weeks and these are the types of topics we will be addressing.
As a general rule, if your ad(s) has been running for 48 hours and you are not seeing any initial engagement, I recommend pausing that campaign/ad set/ad and creating a new one with a different image.
In fact, I suggest launching your Facebook campaigns like this:
Campaign (with specific demographic and/or geographic targeting)
Ad Set 1 --> Ad image 1 / Ad image 2 / Ad image 3
Copy ad 1 set 2x
So you launch with 3 ad sets, each with 3 ads with unique images for a total of 9 ads.
You can also duplicate that campaign, but with a less targeting (i.e. 18-65+, M+F, living in 30 miles around Dallas) which letâs Facebook figure out the best audiences for your ad(s).
Let those ads run for no less than 24 hours (closer to 48 is best) and then check how the ads are performing. You should have some clicks/hops and maybe a conversion by then - really any sign of life is good - and you can start killing off the other ads which are not performing as well. After a few days (sometimes a full week) you should have only one ad remaining, which is your top performer.
Google is an entirely different animal. There really isnât a âtypicalâ CTR, but again, if your ad(s) have been delivering for 48 hours and youâre not getting any clicks or engagement, I recommend pausing and re-examining your setup, settings, etc.
Google has a very helpful keyword planner built in, and you can find lots of other kw tools online, but you donât need to spend a great deal of time here. Chose your best 5-10 keywords, build out your modifiers, and keep moving. Remember, you can modify kw sets and add/remove keywords anytime you want.
Also, with Google Ads, you need to put more effort into your bidding method and strategy than you do with Facebook. Here is a strategy I was taught by a former Googler and tend to follow:
Google Ads Bidding Progression
At campaign launch, use âMaximize Clicksâ bidding until you have 3-4 conversions, then switch to âEnhanced CPCâ and once you have ~15 conversions switch to âMaximize Conversionsâ. Finally, once you hit 30 conversions, you can switch to âTarget CPAâ and set the CPA to an appropriate number based on the bidding progression you just went through.
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Just remember, each platform has itâs own nuances, so if you donât navigate through them slowly and deliberately you will pay the price lol. It takes time to get the hang of each platform, but after youâve been using them for a while, they will get easier. Also, donât forget to use the built-in support with each platform! You can learn a lot by talking with their support reps!