Ads

Marsell runs ads as small tests: two ads against each other, sending people to one landing page, with a daily budget, a set number of days and a total you approve. They run from your own ad account, on Facebook and Instagram through Meta, or on Google Search. You pay the platform directly, and no money moves without your yes on a card.

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What you need first

Open Ads in Market (or Ads in full for the whole page). Each ad platform has a tile that says where it stands, and What you need first: Meta (Facebook and Instagram):

• a Meta Business portfolio;
• an ad account in it, with a payment method added in Ads Manager;
• a Facebook Page, which the ads run as;
• an Instagram professional account linked to that Page, for Instagram;
• connect as an admin of the portfolio;
• selling into the EU: set the default beneficiary and payer on the ad account once.

Google Ads: a Google Ads account with its billing set up. Marsell runs search ads: two ads in one ad group, for visits. Connect a social account for the project first: the ad account joins the same connection. See Connect your accounts.

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Connect your ad account

Press Connect Meta or Connect Google Ads on its tile and approve access on the platform’s own page. Back in Marsell, the tile says Connected, with the ad account and the currency it pays in.

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Where the ads may run

Marsell never guesses where to advertise. It takes the countries, or your town with a radius, from your confirmed facts. If they don’t say, choose them: Where may the ads run?, Add a country…, then Save the countries. Local ads reach 25 km around you by default.

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Start a test

Marsell also proposes tests as part of the plan. One test runs at a time: an offer you add while one is under way joins it. Before it asks you anything, the test gets ready, and says Waiting and what for: the ad account, the countries, two ads’ worth of pictures or films, or the landing page, which comes to you for a yes first.

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Approve the spend

When the test is ready, a card asks to “Run two ads for” a number of days, “up to” a total. It shows:

• both ads as people will see them;
• the budget: an amount a day for each ad, the days, and the most the test can spend;
• who sees them, where, and the landing page;
• How it works, in words.

Press Approve to start the ads, Edit and approve to type a different daily budget per ad (the button then reads Approve with this budget and shows the new total), or Reject to end the test. A test starts at $10 a day for each ad for 7 days, up to $140 in all. Spending always asks: a card that spends money never runs on a standing yes. A team member whose role can’t approve spending sees the card without the approve buttons.

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Follow the results

Each test shows, for both ads, Spent, Views, Clicks, Visits and Took the step, and how much of its total is spent. Marsell reads the results every hour. An ad wins only when it’s clearly better at getting people to take the step, by a statistical test, after at least 30 visitors each. A small test can end without a winner. When one wins, Marsell pauses the other and says which won and by how much. Moving money to the winner is its own card: “Put” a new daily amount “on the winning ad”. It never raises a budget on its own.

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When a test stops

Marsell pauses both ads on its own when:

• the test reaches the total you approved;
• its last day is over;
• the money bought nothing on two days: spend with no clicks, or clicks with nobody reaching the page.

To stop a test early, pause the ads in Meta Ads Manager or Google Ads.

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Rehearsals

A test marked Rehearsal reaches no one and its numbers are made up: it shows how a real test runs, and nothing is spent. Its card says Sandbox: no real money; a card that spends says Real money.

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Who pays for what

• Ad spend is billed by Meta or Google to your own ad account. It never comes out of your tokens, and Marsell can’t add or change a payment method for you. Live ads together have a monthly ceiling.
• Tokens pay for Marsell’s work on the test: the ad words, the pictures and the landing page. Launching, reading results and pausing cost nothing.