Supported Campaign Objectives
Much of the value you'll gain from CompanionLabs will come from being able to scale and drive efficiency from prospecting campaigns that are focused on conversions, leads, or app installs. Although some users find value in our grading, budget recommendations, and bidtesting for other campaign objectives, it's not something we recommend or directly support. Users whose campaigns are geared towards conversions (standard or custom), leads, and app installs tend to have the most success and that's what we recommend. We ask that you please keep this in mind and use CompanionLabs accordingly.
Important Ad Set Configuration to Ensure Clear, Measurable Performance
As mentioned above, much of our focus is on prospecting campaigns, which generally contain ads that attempt to get users to a website for the very first time. Sometimes these campaigns are also referred to as "cold traffic" or "new customer" campaigns.
If you're new to Facebook advertising, what you'll find is your overall performance won't be based solely on prospecting campaigns, but how you blend those results with the results of your remarketing campaigns.
What's a Remarketing Campaign?
A remarketing campaign is a campaign (or ad set) you set up to target Facebook users who visited your website, but didn't buy the first time. (Perhaps that visitor got a phone call or became distracted when they were on your website, never completing a purchase.) The remarketing campaign is a very efficient way to remind them they were interested in what you had to offer. Sometimes they are simply looking for a better deal, so you entice them with a follow up offer with your remarketing campaign. Whatever the remarketing strategy, they generally perform very well and better than the original prospecting campaign.
Sometimes experienced advertisers will blend their prospecting audiences (e.g.: a look-a-like audience) with remarketing audiences (e.g.: website visitors in the last 90 days, past customers, etc.) to build up social equity (e..g.: likes and comments) from past customers to help acquire new customers. We understand the intent behind this, but especially when using CompanionLabs, it's not worth the ambiguity it introduces as it relates to your grading, budget recommendations, or assessing manual vs. automatic performance. So we recommend that you always exclude existing website visitors and past customers from all of your prospecting ad sets and create separate ad sets that target these remarketing audiences.
If you have any questions about how to create these audiences or configure your ad sets, add firstname.lastname@example.org to your ad account then initiate a chat with us and we'll take a look! We're here to help.