HOW TO DO CREATIVE TESTING PROPERLY

HOW TO DO CREATIVE TESTING PROPERLY

How to Properly Test Ads on Facebook for Long-Term Success

Investing heavily in unproven and unstable assets is a bad business model. Testing ads for a week and then scaling your entire business on unproven assets is a recipe for failure. In this article, we will explore how to test ads on Facebook in a way that creates high-value and high-confidence assets worth investing in for the long-term.

1. Organize Ideas by Concept:

What is the business objective? What is the sales pitch angle? How can we attempt to do this in a few different ways? How do we overcome various objections?

2. Validate Ad Elements:

Primary text, headline, creative, images, and videos. Which versions drive the most efficient actions and improve our estimated action rate?

3. Use Dynamic Ads and Creatives:

Let the machine learning make all the choices and give it better and better options to learn from.

4. Extract Post IDs from Dynamic Creatives:

The only breakdown that matters in dynamic creative is spend. Extract the post ID by clicking on the timestamp in the URL.

5. Validate Post ID in Isolation:

Collate all the best post IDs of dynamic creatives into a single ad set within your campaign and run it against broad in your testing campaign.

6. Abandon Audiences Entirely:

If you consistently give the machine higher and higher quality choices to make on your behalf, it will push down your cost per action with every test, allowing you to scale your budget to the moon.

To scale your account and stabilize your results, abandon audiences and bidding models. Prioritize the development of high confidence and high-value assets that you can scale your investment in. Embrace Facebook's machine learning platform and give it better and better choices to learn from. Don't fight the wind; embrace it and win.