Success with Meta's AI features requires a systematic approach to testing and implementation. Through her experience managing numerous accounts, Zirker has developed specific guidelines for maximizing the effectiveness of these tools.
Budget and Scale
When testing new AI features, proper budgeting becomes crucial. Zirker recommends having enough budget for at least 200 conversions per day during your testing period. For example, if your cost per lead is $10, you should plan for a daily testing budget of $2,000. This might seem substantial, but it's necessary to provide enough data for Meta's AI to optimize effectively.
Within this testing budget, allocate 10-30% specifically for new features or approaches. This amount of ad spend allows you to maintain your core performing campaigns while gathering enough data on new initiatives. For Advantage Plus Shopping campaigns, you might initially see negative ROI in the early hours, but profitable campaigns often emerge by the end of the 24-hour cycle.
The 24-Hour Testing Cycle
Success with Meta's AI features requires understanding the platform's natural optimization cycle. Zirker recommends a specific testing schedule based on the platform's 24-hour pattern:
Review your initial ad performance 4-6 hours after launch and pause any ads showing no conversions.
At the 8-9 hour mark, pause any unprofitable ad sets, though you can keep those that are close to profitability.
By the 12-hour point, pause any ad sets that aren't definitively profitable.
Make a final check at 14-16 hours to pause any ad sets that have dipped below profitability.
This cycle should be reset at midnight because Facebook's algorithm essentially runs on a 24-hour cycle. “If something failed today, it might be a huge success tomorrow, and vice versa,” Zirker explains.
She recommends running this 24-hour cycle for 4-5 days to gather enough data for making longer-term decisions about your ad sets.
Through this testing process, you'll typically find that about 15 out of 20 france mobile numbers list initial ad sets are effective, and five can be permanently scrapped. Once you identify your winners, create new ad sets to replace the unsuccessful ones and continue the testing cycle.
Automation Tools and Campaign Management
While Meta offers native automation features, third-party tools can provide additional control and optimization capabilities.
Zirker specifically recommends RevealBot, which offers more frequent update intervals than Meta's native tools. “Facebook checks on performance and triggers automation every 30 minutes, while Revealbot checks in every 15 minutes,” she explains. “When you're running a high-budget campaign at scale, those 15 minutes can make a very big difference.”
Meta is also beta-testing new AI features for campaign management. These features can automatically turn off underperforming ads and adjust budgets based on performance.
However, Zirker cautions about giving these automated systems too much control. In her testing, she found that the AI sometimes turned off ads prematurely, before they had a chance to recover or before new creative variations could be tested.
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