Your First AdEspresso Campaign

Looks like you're ready to create your first Facebook Ads campaign in AdEspresso. That's awesome!

In this quick guide we'll guide you through some best practices to successfully set up your first campaign! If you're just getting started I also recommend to join our weekly demo webinar

Check out the Campaign Creation section of our support for detailed guides on every step of the campaign creation process. Here we'll focus more on overall concepts.

Split Testing Your Facebook Ad Campaign


One of the most effective ways to optimize your Advertising is through testing. 

To be successful you'll need to test multiple Ad's designs and every aspect of your demographic targeting to find the right message for the right audience. This can be an extremely time consuming process. Not on AdEspresso. In few clicks you'll be able to create and test hundreds of ads.


When creating your ads' design just click the + icon to test a new variation.

You can test everything, Headlines, Post Texts, Images, Landing Pages and so on.

In the same way, after you've defined your Facebook Ads Targeting, you'll be prompt to choose what elements you want to test.

AdEspresso will create all the Ads for you. Let's to do some math just to give you a clear idea of what will happen.

Let's say you're testing:

  • 2 Headlines
  • 3 Images
  • 2 Genders
  • 4 Countries (Italy, United States & Canada)

AdEspresso will create all the variations for you. 2x3x2x4 = 48 Ads

What to test and how many experiments should you run


The most common error I see on the first campaign is creating too many experiments. I know the temptation is strong. You want answers and you want them fast!

But this can easily lead to unreliable data. The more experiments you create, the more data AdEspresso will need to provide you relevant results.

My strong advice is to start slow and progressively test more elements.

A good initial test setup could be:

  • 2 Images
  • 2 Post Texts
  • 2 Genders

This will result in 8 Ads created, low enough to give you some relevant results quick and reliably even on a low budget. As you get more experienced you can set up much bigger campaigns.

The other big doubt is always what you should test. While of course this really depends on the kind of business you're advertising, here's a brief lists of the most relevant elements to test, sorted from the most important to the least ones.

Ads Design:

  1. Image
  2. Post Text
  3. Landing Page (this has no impact on the ad CTR but it can really make a difference in terms of cost per conversion)
  4. Headline

Ads Targeting:

  • Country
  • Gender
  • Placement (where your ads are displayed)
  • Interests
  • Age
  • Custom Audiences
  • Relationship Status
  • Purchase Behaviors
  • Education Level

With time you'll be able to test all of these elements. As you get started, my advice is to never test more than 20 ads in your first campaign!

Budget: How much should I spend on my first campaign?


This is a tough question and there's no one-size-fits-all answer. It really depends on the performances of your ads and what you are promoting.

If you're promoting a very consumer product, you'll be able to get cheap conversions and you'll be able to generate enough data to analyze your experiments also on a low budget.

On the other side if you're promoting a B2B, expensive product, you'll likely need a much bigger budget.

My Advice is to allocate at least from $5 to $10 daily for each experiment you're running.

If you're testing 10 different Ads a budget between $50 and $100 daily would be very good to guarantee you reliable results within a week likely.

You can also set a lower budget but it'll require more time to get reliable results.

Overall, the more experiments you're running, the more budget and time you'll need.

Creating 150 Ads with a budget of $10 daily is a recipe for failure. Not only Facebook will likely reject your campaign for insufficient funding but even if it will get approved by Facebook, you'll never have enough clicks, impressions and conversions for AdEspresso to provide you reliable suggestions.

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