Key insights

• 💼 Structure tests in ads manager
• 🎯 Strategize and develop effective creative tests
• ⚖️ Balance iterations vs net new testing
• 🔍 Segment creative tests vs other campaigns
• 📊 Easier to read and digest data when tests are segmented
• 📈 Horizontal scaling with broad targeting and $200/day test start
• ⏳ Run creative tests for at least 7 days and consider scaling if successful
• 🚀 Prioritize rapid format testing and analyze clear winners for iteration

Q&A

• How can analyzing winning ad creatives contribute to creative success?

  Analyzing winning ad creatives can reveal larger learnings, such as the effectiveness of specific messaging or themes. Applying iterations across products and continuously evolving strategies based on customer feedback are essential for creative success and sustained campaign performance.

• What are some recommended formats to test for Facebook ad creatives?

  Recommended formats to test for Facebook ad creatives include features, benefits, 'us vs them,' before and after scenarios, problem solution approaches, user-generated content (UGC), founder's ads, testimonials, statistical ads, and unique or unconventional ad formats. It's essential to analyze test results on an individual level to identify clear winners and iterate based on successful creatives.

• How can I prioritize creative tests for better results?

  You can prioritize creative tests by considering testing criteria, variations, and variables to achieve better results. Additionally, aiming for bigger swing tests, creating high potential ad creatives, and diversifying tests can contribute to obtaining valuable learnings and improving campaign performance.

• How long should I run a creative test, and when should I consider scaling it up?

  It's important to run a creative test for at least 7 days and consider scaling it up if it proves to be successful. The duration allows for sufficient data collection, and scaling up is appropriate when an ad creative demonstrates positive results and potential for further performance gains.

• What are the key strategies for effective Facebook ad campaigns?

  Key strategies for effective Facebook ad campaigns include testing multiple ad variations with broad targeting, scaling horizontally, and starting creative tests at $200 a day. This approach aids in gathering concrete data, achieving scalability, and optimizing ad spend.

• How should I structure tests in Ads Manager for Facebook ads creative?

  You should structure tests in Ads Manager by organizing them based on specific criteria such as variations, variables, and testing hypotheses. This helps in managing and analyzing the performance of different ad creatives effectively.

• 00:00 Learn how to test Facebook ads creative in 2024. Structure tests in ads manager, strategize and develop effective creative tests, balance iterations vs net new testing, segment creative tests vs other campaigns to protect performance and ensure test spending. Easier to read and digest data when tests are segmented.
• 02:48 Testing multiple ad variations with broad targeting, scaling horizontally, and starting creative tests at $200 a day are key strategies for effective Facebook ad campaigns.
• 05:58 When conducting a creative test, it's important to run it for at least 7 days and consider scaling it up if successful. Media buyers have different strategies for using CBO, and it's essential to strategize and develop a test with a clear hypothesis and consider the variables to be tested.
• 08:31 Prioritize creative tests based on testing criteria, variations, and variables to achieve better results. Aim for bigger swing tests for Pure Performance play and creating high potential ad creatives.
• 11:30 Prioritize rapid format testing, prioritize based on potential performance gains and execution time, test formats like features, benefit, point out US vs them, before and after, problem solution, UGC, Founder's ads, testimonial ads, statistic ads, and ugly ads, analyze test results on an individual level to identify clear winners and iterate based on successful creatives.
• 14:13 Analyzing winning ad creatives can reveal larger learnings, such as the effectiveness of specific messaging like 'debloating in under 1 hour'. Iterations should be applied across products, and continuous testing and evolution of strategies based on customer feedback are essential for creative success.