EXPERIMENT: Lesson Unlocked (15 Views)

Hey, welcome back to my experiment! I served you a Facebook ad because you have viewed 15 or more pages of my website during the past 180 days.

Today’s video lesson is embedded below…

In a prior lesson, we talked about how I split up my audience for each threshold into two different ad sets: One for the US, UK, Canada, and Australia, and the other for all other countries. The reason for that is that I want to try and reach as many people within each audience as possible. If I don’t force Facebook to reach those four countries, Facebook will often prefer other countries.

Why? When using Reach optimization, Facebook will get me the most results for the lowest cost. The “result” I’m looking for is Reach. I will reach more people if Facebook chooses to reach people who cost less to reach — which typically aren’t in those four countries.

However, something is happening now that the audience is getting smaller. The total potential audience is getting closer to 1,000, and the number of people in those four countries is closer to 300. I’m also rarely reaching my daily budget.

As a result, I’m confident that I can go back to using a single ad set for all targeted users, regardless of country. One reason for that is the frequency capping (I’m using 1 per 3 days right now).

Let’s assume that on Day 1, Facebook reaches 500 of a potential 1,000 people in the audience. Even if none of those people were in the US, UK, Canada, and Australia, frequency capping will prevent Facebook from reaching those same 500 people the next two days. They’ll need to reach someone else.

Also, I’m using a $30 per day daily budget, which I’ll never reach. So, Facebook won’t be limited to reaching more people in expensive countries by my budget. My ad set should continue to run, and I don’t expect to have an issue reaching everyone (or close to everyone).

Something I’m seeing is that with these smaller audiences at the higher PageView thresholds, I’m not only reaching a higher percentage of them quickly, but I’m mostly saturating that audience really quickly. This makes sense, given the size of the audience and use of frequency capping. I’m over 90% saturation for all ad sets from 8+ through 13+ PageViews (the 14+ just started).

What does that mean? It means that I’ll be able to shut those off far sooner than I shut off everything before 8+. I struggled to get to 90% saturation in those cases, even when running for two weeks or more.

Ultimately, the reason for that is a combination of budget, potential audience size, and frequency capping. I could have reached 90% saturation far sooner if I had spent more or extended the frequency capping. You’ll recall that I eventually started to do that, but I probably should have extended it even further.

Since we’re still in the area of 1,000 people in this audience, we may keep this going for another five lessons or so. I hope to see you at the next one!

If you want to get more tips served to you, you’ll need to first qualify! The next threshold to hit is viewing at least 16 pages of my website in 180 days.

View Prior Lessons

I have multiple engagement thresholds for viewing lessons in this experiment. If you were already ultra-active on my website, it’s possible you’ll skip a few of the initial lessons. As a result, I will link to all prior lessons at the bottom of each one.

Here you go: