Morning!

My AI Ads have been running for about 18 hours maybe now and I'm seeing the data come back in.

I'll break it down in this but, if you don't wanna read the whole thing, here's the highlights...

• No sales yet :(
• Ads are doing well
• Better than average CTR
• Reasonable CPC which should come down
• Spend is still way below my targeted CPA for this campaign

Ok, now into the details.

So whenever I'm running meta ads there's a few things I'm always looking for.

Obviously everything is judged against one key ratio.

Keeping the Average Order Value above the Cost Per Acquisition.

If I can make back the money I put in with a break-even or positive ROAS, I can continue to spend comfortably.

Now, in these early stages of an ad campaign, it's gonna take a while for the algo to find the right buyers.

Before buyers come in, I'm looking for a few things around how well the ads perform.

Those stats are...

• Unique outbound CTR (how many people click "learn more" on the ad)
• The cost per unique outbound click
• The ratio of all clicks to outbound clicks

Here's the reasoning.

All clicks to outbound clicks

This is great to understand the content of the ad.

The "all clicks" data includes the people who click on your profile to check out your page, or on the ad to "read more". This bit.

I use this as a basic indicator of the effectiveness of the hook.

If this gets good clicks, it usually means the hook's doing OK.

I'll then compare it to the Unique Outbound Clicks. This is # of people who are clicking the link to go to the sales page.

If there's too big of a drop off, I know that the hook is good, but the rest of the ad is losing people so I should adjust the rest of the copy.

On Unique Outbound CTR

So this is the stat that tells me the % of people people clicking on my ad to go to the landing page.

The basic rules I follow are...

• Anything below 1% is terrible.
• 1-2% is OK.
• 2-3% is good.
• 3%+ is great.

I try to get everything over the 3% mark, but a lot of the ads I run in competitive markets hover at the 2.5% mark. Which is acceptable.

On Unique Outbound CPC

Usually, I'll have an idea of a pages CVR.

I'll know if I drive X people I can expect Y customers.

If you also know your AoV, then you can do some quick math to get an idea of what's an acceptable number.

Let's keep the nuber simple for an example.

If you have...

• An average CVR on the page of 10%
• And your CPC is $5

Then you'll pay $50 to make a sale.

If your average order value is less than $50, you either need to...

• Increase the AoV
• Bring down the CPA.

It's too early for me to know these numbers with this new offer. And as it's in a new industry, I've no clue what a reasonable benchmark is.

So I'm flying blind here.

Anyway, onto my actual stats for this secret project. Here's a screenshot of my Ad account stats.

I hit "go" yesterday afternoon and it took a while for the ads to start delivering as this is a new account.

Also, some of the ads got held under "processing" for ages which reduced spend.

All in all, I'm pretty happy considering the ad creative and copy was all done by AI.

A really good outbound CTR.

Reasonable CPC.

Good all clicks to outbound CTR ratio.

Now, if the sales page does its part, we should be good with this one to scale.

If you enjoyed this, consider joining us in GM+ where I'm doing a full analysis and breakdown of every element for members.

​Check out GM+ here.

Speak soon,

Pete "not too bad at ads" Boyle