Bit about me. I've been doing FB for more than 7 years now and spent multiple 7 figures on ads, mostly to my own ecommerce businesses. Everything I have to say is backed by data, the tests are currently running and there will be endless more.

I was kinda in a rut, I was trying so much and failing hard. The emotional roller coaster sucks as you all know if your doing FB ads, but success is in our hands and I just got back to it and never gave up. Here are some of the most impactful things I've found to this point. I don't think FB ads is the super car it used to be, now we are in a wagon with horses, slow, but we still getting there. haha

What changes have I made? I'll be specific so these are more actionable tips.

• I've never been the guy to say this, but you gotta let stuff run for at least break even costs or at least 2 days. I want to say 3 but sometimes you can tell. Just don't kill stuff because the stats are terrible off the bat. I almost did that this week and I can't believe it, it turned around completely and at 10 ROAS after $40 spend, like wtf? lol
• High budgets simply don't work, stick to lower budgets until something is really proven over a longer time period. Then start testing higher budgets slowly. I start at $20, if that works, I duplicate to $50, if that works I duplicate to $100. I leave all others on.*Check update
• Exclusions are still required, but I reduced them from 180 to 30 days for page and site engagers. If you don't exclude people, scaling can become very difficult when you get to the bigger numbers.
• Retargeting is tough, but it still definitely works! I am including ALL my FB page interactors with all my store visitors/ATCs. So the MOF (Middle Of Funnel) and BOF (Bottom Of Funnel - There is also TOF which mean Top Of Funnel) are together now. It's preforming way better than having them separate. I put all my ads into one ad set if you were curious.
• This was a random test but it's working really great! I separated my MOF/BOF retargeting ads, by device, so Android and IOS. The craziest thing, IOS is crushing it while Android isn't doing that great. I'm scaling up IOS and scaling back android, but it fluctuates. I can see this because I'm using Hyros if your wondering about tracking. I tried this TOF but I need to try more, it's not statistically significant data, so I can't say the result just yet.
• Retarget using social images of people using your products, working really well. Hit them with a BOGO 50% off, and a B2G1 Free and a free shipping off and whatever else works with your business. I actually do this TOF (Top Of Funnel) as well. Reasoning is that everybody likes something different. Some people don't care about 30% off, but free shipping will make them convert even though it's less. Just try it, you might think your losing more money, but if you can double your conversion rate, I'm sure you won't mind. lol
• To add to the last one, try every sale you can TOF and use the same ad to retarget everyone. Like a sale is a sale right now and as long as we can acquire customers profitably/breakeven that's all the matters. Emails, retargeting, SMS new promotions ect, will make you more money later.
• I don't know if this is a coincidence or not, but all my best preforming ads right now have to do with fall. I used the pumpkin/leave emojis to make it fun and festive.
• I only stick to ABO (Ad set budget optimization) campaigns now, every CBO (Campaign Budget Optimization) hasn't worked in the last couple months.
• Value based LLAs (Look A Like audience) doesn't work for me after many, many tests. Hopefully I can save you some ad budget. lol. The best options for LLAs now are the ones with the best data, so Klaviyo lists or Facebook Page engager LLAs.

That's all I want to mention for now. Please let me know if anything isn't clear or I forgot to mention some details to make the idea work. I really hopes this helps some people out, FB is just so stressful these days. Good luck, and I hope you have an awesome Q4, just try not to stress about the things we can't change!

*Update: Hi again, I answered a reply with this and I wanted to make sure people seen the update. I was doing the duplicate thing, but I'm not seeing good results right now. What I've been trying is duplicating and staying at a low budget that's working, not doubling, but just changing the interest, age or whatever one aspect of the adset to make it a bit different. Maybe I'll try exact duplicates as well.

I know it sucks doing such low budgets, but I've been testing a lot and it's literally the only thing I can get working right now at decent profit. Another test that's been going okay is $100/d to North America instead of USA or Canada, with a best seller, and it seems to be doing the best at a slightly higher budget. So I'll be trying more NA adsets next. Happy to try any ideas if you guys figured out a way to get higher budgets working!

A dude I know that's spent a lot on ads is saying TikTok is better than FB and Snap right now. I will be putting a lot of effort over there this week. Another guy said he was profitable on the first day, I have no idea, but we gotta keep trying.

I want to find a way I can do daily updates on this kind of stuff, reddit isn't really practical, or is it, can anyone help me out? Like where would a good place be to do this, cause it would be awesome to do a daily updates and talk about what's working with everyone.