Your first AdEspresso Facebook campaign

This guide will walk you through some best practices and overall concepts before you create your first campaign.

If you're just getting started we also recommend watching our onboarding webinar for a clear demo of how AdEspresso works.

When you're ready to create your first campaign, these help articles will guide you through creating each campaign type. 

Campaign split testing

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

To be successful with your advertising you need to test multiple ad designs and target different demographics to find the right message for the right audience. This can be an extremely time consuming process, but with AdEspresso you can create and test hundreds of ads with a few clicks.

On the Ads Design step (2) of campaign creation, click the + icon to add a new design variation to test. You can test multiple headlines, text, links, images, calls to action, and more.


On the Audience step (3), click + to add more demographics or interest groups to test. When you click Proceed, you’ll be prompted to select the elements you want to test.


AdEspresso will create all the ads for you. The total number of ads that will be created as a result of your selections will display to the right.

Let's say you're testing:

  • 2 Headlines
  • 3 Images
  • 2 Genders
  • 4 Countries

AdEspresso will create 2x3x2x4 = 48 ads

Learn how to measure the results of your split tests after they've been running for a while.

Creative inspiration:

What to test and how many experiments you should run

The most common error is to create too many experiments right off the bat, which can easily lead to unreliable data. The more experiments you create, the more data AdEspresso needs to provide you with relevant results. Start slow and progressively test more elements.

A good initial test setup could be:

  • 2 Images
  • 2 Post Texts
  • 2 Genders

This will create 8 ads; low enough to give you some relevant results quick and reliably, even on a low budget. Generally we don’t recommend testing more than 20 ads in your first campaign. As you get more experienced you can set up much bigger campaigns.

What to test depends on the kind of business you're advertising, but here's a brief list in order of the most relevant elements to test.


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


  • 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.

More helpful resources:

How much to spend on your campaign

This is a tough question and there's no one-size-fits-all answer. It depends on the performance of your ads and what you are promoting. Ads for very consumable products can get cheap conversions and you'll be able to generate enough data to analyze your experiments on a low budget. Ads for more expensive products will likely need a bigger budget.

As a general rule, try to allocate at least from $5 to $10 daily for each experiment you're running. So for 10 different ads, a budget between $50 and $100 daily would be recommended to get you reliable results within about a week. Lower budgets will require more time to collect reliable results.

Overall, the more experiments you run at once, the more budget and time you'll need.

Note that Facebook can also reject campaigns for insufficient funding. For example, creating 150 ads with a budget of $10 daily would only allocate 15 cents to each add. Even if this were approved, the campaign would likely not get enough clicks, impressions and conversions to collect enough reliable data to act on.

Learn more about budget and bidding:

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