The MVAC Framework: Facebook Ad Testing with Low Budgets

In the new age of Facebook success with paid ads lies in efficiently testing ads.

Yes, testing ad creatives, ad copy are essential to have success with Facebook & Instagram Ads.

Gone are the days of targeting secrets, hidden audiences, and ad account tricks.

In order to test ads, you'll need a system that will tell you if your ads are winners or losers.

Especially, on low budgets this can be a daunting task.

Not every business owner has €1000 to throw around to find out whether paid media is working or not.

So, I developed a framework which helps my agency to test Facebook Ads on a budget.

I got inspired by the startup concept of MVP (Minimum Viable Product).

So, I named it the MVAC (Minimum Viable Ad Campaign) Framework.

TL;DR - the MVAC Framework:

1. Simple Structuring

- 1 Campaign

- 1 Ad Set (Advantage+ targeting)

- 3 ads: image, carousel, video

2. Messaging

- 1-3 headlines

- 1-3 body text variations

- CTA: Maximum 2 variations

3. Testing and Analysis

- Collect data for 4-5 days

- Choose winners by knowing your metrics

4. Scaling winners

- Keep and scale winning variations, kill under perfomers

- Test new ads all the time

5. Rinse and Repeat

- Always be testing

Understanding the MVAC Framework

The MVAC framework is built on the principles of simplicity and speed.

It emphasizes a streamlined approach to creating, testing, deploying, analyzing, and improving Facebook ad campaigns.

Let's break down each core component of the MVAC Framework:

•  Step 1: Simple Structuring

•  Step 2: Messaging

•  Step 3: Testing and Analysis

•  Step 4: Scaling winners

•  Step 5: Rinse and Repeat

Step 1: Simple Structuring

At the core of the MVAC framework lies a simplified campaign structure:

•  1 Campaign

•  1 Ad Set (Advantage+ targeting)

•  3 ads: image, carousel, video

This minimalist structure allows for focused testing and optimization, leveraging the power of Meta's AI to enhance targeting efficiency.

The MVAC approach advocates for a singular campaign structure to avoid waste of resources and efforts.

By consolidating your ads into one campaign, you maintain a clear focus on testing and refining your messaging and creative elements.

Step 2: Messaging

Central to the success of any Facebook ad campaign is the messaging. The MVAC framework emphasizes simplicity and clarity in crafting compelling ad copy:

•  1-3 headlines

•  1-3 body text variations

•  CTA: Maximum 2 variations

Each element of the ad copy should adhere to a structured format, encompassing a hook, problem identification, solution presentation, and a clear call-to-action (CTA).

Ad Copy Essentials:

Effective ad copywriting is both an art and a science.

By adhering to proven frameworks such as PAS (Problem-Agitate-Solution) or AIDA (Attention-Interest-Desire-Action), you can craft messages that resonate with the target audience.

Read more about copywriting formulas in DAS #37 - 7 Proven Facebook Ad Copywriting Formulas.

Ad Creative Essentials:

Creative is a key element of the ad.

Whether that is an image, GIF or a video the main goal of it is to STOP THE SCROLL and then explain in the shortest of time what your ad is about.

You need to hook the viewer, then retain attention till explaining your offer.

Learn more about high performing Ad Creative types in DAS - Issue #45.

Step 3: Testing and Analysis

The cornerstone of the MVAC Framework lies in the process of testing and learning:

•  Monitor ad performance

•  Analyze successful combinations

•  Optimize based on insights

To maximize the efficacy of testing, it's crucial to establish clear parameters and timelines.

Allow campaigns to run for 4-5 days with designated budgets facilitates meaningful data collection.

Start with €10-€15 per day, or if you have a bigger budget, then allocate around 15-20% of your overall budget to testing.

Try to test one variable at a time. If you have created 2 headlines and 2 body texts, then test that ad copy against a video, image and carousel. See the results

Know your metrics!

I wrote about all the important metrics you need to know by heart in order to decide if an ad is a winner or loser.

Read about these all important metrics in the DAS - Issue #01.

Step 4: Scaling winners

Once you identify successful ad variations, it's time to scale up strategically:

•  Increase budget on high-performing ads

•  Kill underperforming ads

•  Maintain campaign continuity

Scaling efforts should be gradual and focused. Increase budget by 20-30% daily on good performing ads and kill the ones that don't bring results.

Don't stop a good performing campaign, rather start a new one to test other ads using the MVAC system.

P.S. Lately, I tend to leave good performing campaigns run, and if I find ads, or I need to create new offers, I add the new ads to well performing campaign and scale from there.

Step 5: Rinse and Repeat

Continuous improvement is also key to the MVAC framework:

•  Adjust based on results

•  Explore new testing avenues

•  Refine and optimise

By continuously testing new messaging angles and new ad types you'll be destined to find winners and ultimately have success with Facebook Ads.

Always be testing and tinkering!

If you find a good message angle and find out that images work for you, then test new variations of that same angle and create similar imagery.

Conclusion

In conclusion, the MVAC framework is a simple yet powerful tool for navigating the complexities of Facebook advertising, especially when operating on small budgets.

It keeps you focused and grounded in the ever-changing landscape of Meta's Ads Manager features.

Make simplicity and testing your guide within the MVAC approach.

This way you can harness the full potential of your campaigns while navigating the challenges of low budgets.

With this framework as your compass, success in Facebook Ads becomes not just attainable but sustainable.