I used to avoid 3rd party tools when it came to Facebook Ads. I didn’t have a particular reason. Like many people, I didn’t know much about them and I was slightly skeptical.
Luckily for me, a few years ago, my boss insisted on solid and easily implementable processes for Facebook Ads.
Fast-forward two years and AdEspresso is a core tool in our overall Facebook Ads process.
I am Dimitris from Enrollhand – a marketing agency that specializes in enrollment marketing helping schools across the US to boost their enrollment efforts.
A huge part of these efforts is leveraging Facebook Ads for our clients and AdEspresso has helped us a TON to do just that…
Along the way, we found a few nifty hacks that you can use too! Let’s take a look!
Hack #1 – Switch “Optimization” to Conversions
One of the most useful tricks we’ve found using AdEspresso is the ability to publish a campaign with conversion as an objective AND optimizing for post engagement.
We always optimize our newly published campaigns for post engagement. After they have gathered momentum (a solid amount of social signals), we switch our optimization to ‘conversions’ – without the need to create a new campaign.
Here is an example of a Dark Post Ad that gathered a TON of social signals.
This capability is unique to AdEspresso and is not permitted when publishing campaigns via Facebook Ads Manager or Power Editor.
I guess these are the advantages of integrating directly with the Facebook API.
Just select the ‘post engagement’ in the ‘optimize for’ section of your campaign.
Once your campaign is performing well – and you have a good amount of social signals – you can simply switch your campaign to ‘optimize for conversions’ from Ads Manager or Power Editor.
Hack #2 – Split Test Ad Images
The most effective way to split test images is splitting ad sets by image. This way, all of the ads will receive similar impressions – providing that the ad set budget and audience & optimization methods are the same.
After selecting your creatives (let’s say 3) you have to use exactly the same amount of spend on the budget of each ad set.
This process creates 3 different ad sets, each containing one ad with a different image. You can also add multiple headlines and/or descriptions without further splitting your ad set – as long as your budget equals the number of images you are testing.
Each ad copy will simply create a new ad in the set using the same image.
Let’s take it step by step.
How to Split Test Ad Images with AdEspresso in 5 Steps:
Step 1: Create your ad and choose 2-4 images you want to split test
Step 2: Select the audience you want to reach
Step 3: Click proceed in the ‘what do you want to test’ pop-up
Step 4: Select the number of ad sets you want – one for each image
Take note: This trick only works when you pay for impressions, so just leave the setting as is, and you can change it later to ‘pay for clicks’ from Ads Manager UI.
If you select anything else, you’ll get an error that the minimum budget is 5$ and you won’t be able to proceed.
Step 5: Publish the campaign
This is what you get when you check your campaign on Ads Manager:
Now that you have your three ad sets ready, just add the budget you want to spend for each photo and you are good to go.
Note: I was very surprised when the guys at AdEspresso told me that the tool doesn’t have a built-in functionality for creating Ad sets based on the budget you choose. 😮 😯 Nonetheless, we’ve used this a TON of times and we are confident that will work for you as well.
Hack #3 – Split Test Different Audiences
AdEspresso facilitates this without the need to duplicate ad sets over and over (as with Facebook).
Once you are in the audience section of your AdEspresso campaign, follow these steps to split test different audiences.
Step 1: Select ‘test multiple audiences’
Step 2: Select the audiences you want to test
Then you can proceed with the budget-optimization part and continue. AdEspresso will automatically create 2 Ad sets for you one for each audience you chose.
Hack #4 – Reuse Saved Audiences For New Ad Accounts
This is incredibly useful for agencies with similar clients.
Let’s say you’ve put a lot of effort into creating a really detailed, saved audience – one you are going to use until you have a solid custom or lookalike audience.
Wouldn’t it be great to create this just once and then use it for clients with similar target audiences? For some reason, Facebook doesn’t allow you to share saved audiences.
For all you Facebook geeks, yes I know you can export the campaign through Power Editor, copy & paste the audience JSON file to another CSV file, and import it again as a new campaign. If, however, you have too many interests selected, you may pass the limit of characters that can be contained within a single cell.
Managing this problem through AdEspresso is MUCH easier. Here’s how:
Step 1: Start the campaign with the ad account that contains the saved audience
Let’s say that I have a saved audience within my Movinhand (Euro) Account and I need to use it on my Enrollhand ad account.
I choose the Movinhand (Euro) Ad Account.
Step 2: Create the ad as per usual and proceed
Step 3: Load the saved audience from the current ad account
Step 4: Click the campaign name on the right
Step 5: Select the new ad account
Step 6: Proceed until you reach the ‘audience’ section
As you can see, we have the same audience we loaded before.
Step 7: Publish your campaign
Well… you know how to do it, right? 🙂
Hack #5 – Use Advanced Targeting Options
We noticed that there are some advanced demographics options available through AdEspresso which aren’t appearing at first within Facebook targeting. One of the reasons might be that we aren’t US-based and some features aren’t rolled out to us. But nonetheless, with AdEspresso, you can have access to all these advanced targeting options no matter your location.
The only way we could make them appear within Facebook is to first push them from AdEspresso.
They will then start appearing as suggested interests within Facebook.
Let’s say for example we have a high-end private school client and we need to reach audiences with a net worth of more than 200k$ per year. This targeting doesn’t exist within the audience search in Ad Manager but you can see it within AdEspresso.
Once you publish your campaign and you click edit within the Ad Manager, you can see what you need:
AdEspresso also has an entire asset manager that makes keeping track of all of your marketing audiences as easy as a few clicks.
With the asset manager, you can create folders to keep your audiences into for each of your clients or projects. You can have a folder for audiences organized by Household Income for example for our high-end private school client.
Now you have no excuse why you cannot be crafting perfectly designed audiences and testing them against each other in your campaigns.
Hack #6 – Sync Audiences With Ease
With AdEspresso, there’s no more downloading and uploading of emails through Facebook. It just so happens that we’re Intercom customers too, so this feature is particularly cool for us.
You can also use all sorts of onboarding event-based retargeting strategies here. You would normally set them up by implementing Facebook Events, but it would be more accurate if you could leverage Intercom data – which would probably be from a back-end implementation.
On week 1 (after sign up) we run a specific ad. For week 2, we run a different one – depending on which action the user took.
Here is how we leverage our Intercom Data:
Step 1: Choose ‘data sync’ from your main dashboard
Step 2: Name your sync process and click ‘create new sync’
Step 3: Select the source from which AdEspresso will create the custom audience
Step 4: Select the audience within Intercom that you need to sync
Step 5: Select Facebook as ‘target choice’
Step 6: Select the ad account and name the custom audience
Step 7: Select ‘email address’ in the mapping field
Step 8: Click ‘save’ and you’re done!
This is what you will see in the audience section of your Business Manager:
Aaaaand you’re DONE! Easy uh?
Even though we’ve been using this awesome tool for quite a while, I’m sure we’ll be discovering much more in the future.
With constantly changing needs and growth, it is an indispensable part of our Facebook Ads Standard Operating Procedure (SOP).
Which Facebook hacks have you discovered through AdEspresso?
DimitrisVlachos runs the Digital Marketing for Enrollhand – a marketing agency that specializes in enrollment marketing, helping schools across US to boost their enrollment efforts.”