Question

What is the best way to start running ads on facebook when you don't have any data yet,and you want to avoid burning budget in cold traffic?

Answer 1

Starting fresh on Facebook Ads without data is like driving in fog. But here’s a structured and proven roadmap that helps you avoid wasted spend while building momentum:

Step 1: Begin with “Warm Mimicry”, Use Lookalike-Style Interests

You don’t have actual customer data yet, but you can simulate warm audiences by:

• Targeting interests that mirror your ideal buyer (competitor brands, magazines, tools they use, etc.)

• Narrowing by engaged behaviors (Facebook Page Admins, online shoppers, etc.)

Example: Selling fitness gear? Try interests like "Nike," "Bodybuilding.com," and "Home Workout."

Step 2: Choose a Funnel-Friendly Objective

Use Engagement, Video Views, or Leads (with instant forms) first, not Conversions,because:

• Conversions rely on event data that you don’t have yet

• Video Views and Engagement help build warm audiences cheaply

Step 3: Use Low-Cost Content to Warm Up Audiences

Run video ads, reels, or carousels that educate, entertain, or preview your offer. These are:

• Cheaper per reach

• Useful for building custom audiences (e.g., 25% video viewers)

Tip: Make short, mobile-first creatives with strong hooks in the first 3 seconds.

Step 4: Build Custom Audiences for Retargeting

Use your first few campaigns to collect warm signals:

• 25%+ Video Viewers

• Post Engagers

• Page Visitors

• Lead Form Openers (even if they didn’t submit)

Then retarget them with:

• Direct offers

• Lead gen forms

• Testimonials or UGC

Step 5: Use CBO with 1–3 Broad Ad Sets

Avoid over-segmentation. Use Campaign Budget Optimization (CBO) with:

• Broad interest group 1

• Broad interest group 2

• One test ad set with a mix of stacked interests

Let Facebook allocate budget toward what’s working.

Step 6: Monitor Early Metrics (Don’t Just Wait for Purchases)

Track:

• CTR > 1% (click-through rate)

• Thumb-stop rate (for video ads)

• Leads or Initiate Checkout if tracking is installed

This gives early signs of traction before you spend too much.

Step 7: Don’t Skip the Pixel

Even without conversions, set up the Facebook Pixel and all standard events:

• Page View

• Lead

• Add to Cart (if eCom)

• View Content

This will allow Facebook to start learning and improve delivery over time.

Bonus: Use Facebook’s “Advantage+” Tools Cautiously

Advantage+ Audience or Placements can help, but when starting:

• Test with manual targeting first

• Then switch to Advantage+ once you’ve built warm signals