How To Test New Facebook Ad Creative The RIGHT Way!

Summary

In this informative video, Ben Heath from Lead Guru outlines a strategic approach to testing Facebook ad creatives for optimal results. He emphasizes the importance of not editing existing ads but instead duplicating and introducing new elements to maintain clarity in data analysis. Heath suggests keeping top-performing ads running while testing new ones to avoid performance cliffs, and stresses on assessing ads based on cost per conversion rather than volume. His methodical process, if consistently applied, can significantly enhance campaign profitability, as illustrated by real-world examples.

Takeaways

• 😀 Always test new Facebook ad creatives without editing existing ads to maintain accurate historical data for analysis.
• 📈 Structure Facebook ad campaigns with multiple ad sets and ads to test different targeting options and creatives effectively.
• 🛑 Pause underperforming ads based on cost per conversion, not just by volume of leads or purchases.
• 🚫 Avoid editing existing ads as it can confuse Facebook's optimization process and distort historical performance data.
• 🆕 When introducing new ad creatives, duplicate previous successful ads and vary the creative elements to compare performance.
• 🔄 Duplicate successful ad sets and introduce new ads to test alongside the top performers to ensure ongoing campaign effectiveness.
• 🕒 Allow sufficient time for new ads to go through Facebook's learning phase before assessing their performance.
• 📊 Base decisions on cost per result or conversion rather than just the number of leads or sales generated.
• ♻️ Continuously test and refine ad creatives to gradually improve campaign performance over time.
• 🔍 Historical data is crucial for understanding what works best in your ad campaigns and for future strategy development.
• 🌐 Joining a community like the free Facebook Ads Mastermind group can provide additional insights and support for improving ad strategies.

Q & A

What is the main topic of Ben Heath's video?

The main topic of Ben Heath's video is how to test new Facebook ad creatives effectively to see the best results possible.

What is the typical structure of a Facebook ad campaign according to Ben Heath?

The typical structure includes one campaign with multiple ad sets and several ads, where the same ads are used across different ad sets to test targeting options.

Why should you not edit existing ads in a Facebook ad campaign?

Editing existing ads can confuse Facebook's optimization process and make it difficult to analyze historical data accurately for future decision-making.

What is the recommended approach when adding new ad creatives to a campaign?

The recommended approach is to duplicate the existing ads and then modify the duplicates with new creative elements, rather than editing the original ads.

How many ads should be running in one ad set at a time according to the video?

It is advised not to have more than five ads running in one ad set at any one time to avoid overwhelming Facebook's optimization process.

What metric should you focus on when assessing the performance of an ad?

The focus should be on cost per conversion rather than volume, as it provides a clearer indication of which ads are performing best.

What should you do with the underperforming ads in a campaign?

You should pause the underperforming ads and continue running the best-performing ones to maintain the overall effectiveness of the campaign.

Why is it important to keep the best-performing ads running even when testing new creatives?

Keeping the best-performing ads running ensures that if the new creatives do not perform well, the overall campaign results won't drop off significantly.

How long should you run new ads alongside the existing ones before making adjustments?

It is suggested to run the new ads alongside the existing ones for at least seven days to allow for a proper learning phase and to assess performance accurately.

What is the purpose of joining Ben Heath's free Facebook Ads Mastermind group?

The purpose is to be part of a community of Facebook advertisers, ask questions, get answers, and participate in free live trainings to improve ad campaign results.

What does Ben Heath offer in his free webinar called 'Three Killer Facebook Ad Strategies to Double or More Your Revenue'?

The webinar focuses on the sales funnel, detailing how they work and offering strategies to choose the right sales funnel for different products and services to potentially double or increase revenue.