Angles are one of the most important things (aside images) when it comes to Facebook. Having a good angle can make or break a campaign. Why? Because the marketing ‘angle’ is how you can connect with your audience. And here’s the funny part; if you come up with what you think is a killer angle, it might actually suck. Most of the times, the stupidest angles I thought would never ever work, end up killing it and performing 300% better than the one I thought is the best.
To test angles, you first should dial in the best image. Start by doing 10 ads, with no angle, and see which one gets you the highest CTR.
After you have done that, duplicate the adset with the winning ad and change just 1 element. The TEXT for your ad. This text should be various angles you’ve come up with for your offer. If you have a hard time being creative, BannersLanders offers a service called AngleSaurus where they will write you 10 angles for $100 bucks. So you might want to hire them.
The trick to properly testing angles on Facebook is campaign structure and time. You cannot call the winner in a few hours, day, etc. I find from many, 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) Make a campaign with the ‘Website Conversions’ objective; set it for optimize for leads if you are doing lead gen, or optimize for purchase if you are doing ecommerce, or something else if you are doing other things.
Step 2) Create your adset, set the targeting, and create your ad.
Step 3) Duplicate the adset 9x and change the image on all ads one by one, so they are different per ad.
REMEMBER in this first part, you are not testing an angle.
Part #2 – Got the highest CTR (All) image? Good, now the fun begins.
Step 1) Duplicate the best adset how ever many angles you come up with, I like to do 10.
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 $40 per adset.
If you cut it fast, you will make the mistake of not letting facebook properly optimize and settle the best/strongest angle.
Here’s a screenshot of WHY you should be testing angles. As you can see, the angles I highlighted KILL the others. There are some that get 0 conversions, really bad CTR while these 3 do super well. That’s the power of angles!
Let me know how it goes