• When Should You Turn Off a Facebook Ad That Is Not Converting?

  Let an ad spend three times your target cost per acquisition before you judge it, and up to five times if it has already produced at least one conversion.

• Should You Turn Off an Ad Inside a Winning Adset?

  No.

• How Many Ads Should You Put in One Facebook Adset?

  Five.

• When Should You Scale a Winning Facebook Adset?

  Scale once the adset has produced around ten genuinely profitable conversions.

• Why Does Facebook Report More Purchases Than You Actually Got?

  Almost always because the purchase event is firing more than once.

• How Long Should You Let a New Facebook Adset Run Before Judging It?

  Five to seven days, untouched.

• What Is a Good Cost Per Landing Page View on Facebook Ads?

  Under two dollars is healthy for most offers, and under a dollar fifty is where you want it.

• Should You Use ABO or CBO for Facebook Ads?

  Use adset budget optimization for anything you are testing, and use campaign budget optimization only to scale ads you have already proven.

• Should You Optimize for the Schedule Event or a Custom Conversion?

  Optimize for the native schedule event.

• Why You Should Test Landing Pages, Not Just Creatives

  Most people only test creatives.

• How to Handle Skeptical or Negative Comments on Your Facebook Ads

  Ban the user first, then delete the comment.