Adespresso: Faster Scaling, Better Insights for FB Campaigns

My everyday work involves a lot of data-driven Marketing. I end up using a lot of tools for all this work. Sometimes I’m selling hotel rooms or getting architects to try out a new design software and sometimes I’m selling business workshops for senior management. But mostly, I sell T-Shirts. In all these cases, advertising is online is one of the most basic things I do. It’s important for me to get the right message to the right audience. But just like everyone else, I’m not always sure of what’s the right message or who’s the right audience.

Enter Adespresso.

At one point in time, I was handling Facebook ad campaigns for 4 different companies through 2 ad accounts. It wasn’t easy creating so many advert sets, ad copies, A/B testing and still not getting the right combination. I discovered Adespresso mainly through online reviews and growth marketing forums. I decided to try the 14-day free trial. I used it to create and optimise some campaigns spending about 100$ with campaign budgets as low as $1 per day.

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Pros

  • Perfect for A/B testing: Adespresso lets you create all possible permutations and combinations of adverts using different creatives, copies for different target audience. If you try to do this manually it might take days.
  • Simple dashboard with an overview to understand how good the campaigns are performing. The graph helps understand a lot of things quickly compared to Facebook’s tables.
  • The dashboard also gives great insights on the audience – based on age, location, device, gender, time of the day etc for specific conversion goals. This helps a lot in figuring out what targeting works the best – without digging through a lot of data.
  • The campaign summaries are great. You get to see the best and worst performing ads and interests targeted.
  • The community/forum – Adespresso university is a great place to get help and understand the platform better.
  • You can set a daily budget for less than the $5 base(on Facebook). As low as $1 per campaign per day.
  • The support is quick and very responsive.

Cons

  • Adespresso does support Instagram and Messenger destination ads but not all features are enabled. Instagram story ads are not available. Also, it doesn’t support structured JSON for Messenger destination ads which lead to maximum conversion.
  • The auto optimisation sounds fancy but doesn’t work that great. It might sometimes take a wrong judgement and stop some well-performing ads. The conversion goals are not specific to the kind of campaign and hence some of the analysis might not be apt for all campaigns.
  • Bulk creation of ads is possible but bulk editing isn’t. You can’t edit/change a creative/link in bulk. It’s hard to even understand how the advert sets are structured on Facebook.
  • The Adespresso dashboard is simple & less complicated but not as powerful as the Facebook dashboard.

It’s very useful for a company/start-up spending lots of time(more valuable than money) on Facebook ads. My free trial ends today and I’ve decided not to go ahead at least for now. I will, however, reconsider the decision if and when they start supporting Instagram story ads and structured JSON for Messenger destination ads. But even then, I won’t be too sure of the auto optimisation part. Facebook is adding new features for advertisers every day and I understand it’s hard for a product like Adespresso to keep up with this pace.

It’s a great tool for you if you run a lot of generic ad campaigns. By generic, I mean something generic goal like driving traffic to your website or page likes.

Final Verdict: 7.5/10