The NEW WAY To Test FACEBOOK ADS!
Summary
TLDRThis video discusses the evolving methods of creative testing in 2024, particularly focusing on the shift from Dynamic Creatives to Flexible Ads for Facebook ads. The presenter highlights the differences between these two approaches, with a focus on testing multiple ad creatives and copy combinations efficiently. While Dynamic Creatives are being phased out, Flexible Ads are gaining traction, though with some limitations in data breakdowns. The video also provides a step-by-step guide on setting up Facebook ads using the 322 method (3 creatives, 2 copies, 2 headlines), and offers insights into optimizing ad performance through controlled testing.
Takeaways
- 🔄 **Creative Testing Evolution**: The method of creative testing for Facebook ads has evolved from Dynamic Creatives to Flexible Ads in 2024.
- 📅 **Timeline of Changes**: Dynamic Creatives were phased out towards the end of 2023, with Flexible Ads becoming more prevalent in early 2024.
- 🚀 **Flexible Ads Introduction**: Flexible Ads allow for multiple ads at the ad level, as opposed to Dynamic Creatives which were set at the ad set level.
- 📊 **Data Collection Challenges**: There have been issues with data collection, particularly the inability to break down and see creative data, although improvements are expected by August 2024.
- 🎯 **Fundamentals of Media Buying**: The speaker emphasizes the importance of correct media buying fundamentals over the specific method of creative testing.
- 📈 **Creative Testing Strategy**: A strategy of testing three creatives, two copies, and two headlines (322 approach) is recommended for thorough testing.
- 🌐 **Geographical Considerations**: The setup for ad testing includes considerations for different countries, indicating the importance of地域 targeting.
- 📝 **Copy and Headline Variations**: The script describes a method of duplicating ads and then editing the copy and headlines to introduce variations.
- 🔧 **Setup Process**: The process of setting up separate ads for testing is more time-consuming than using Dynamic or Flexible Ads but allows for more detailed data analysis.
- 📊 **Cross-Population of Ads**: The 322 approach allows for cross-population of ads, testing new copy against best-performing headlines and vice versa.
- 📈 **Performance Evaluation**: The script suggests that if a creative does not perform well even with best-performing copy or new copy, it might be time to discard it.
Q & A
What significant change happened to creative testing in Facebook ads in 2024?
-In 2024, Dynamic Creatives were phased out and replaced by Flexible Ads, which allow for multiple ads to be set up at the ad level instead of using dynamic creatives.
What is the main difference between Dynamic Creatives and Flexible Ads?
-With Dynamic Creatives, you would create an ad set and turn on dynamic creative, uploading multiple creatives, copies, and headlines for Facebook to test. Flexible Ads, on the other hand, allow you to set up multiple ads within one ad set or one ad set per ad at the ad level.
What challenges have arisen with the introduction of Flexible Ads?
-One of the main challenges with Flexible Ads is data collection. As of August 2024, it's possible to do breakdowns and see the performance of headlines and copies, but not the creatives themselves.
What is the 322 method mentioned in the script?
-The 322 method refers to testing three creatives, two copies, and two headlines. It's a structured approach to ad testing to determine the most effective combination.
Why might someone choose to use the 322 method instead of Flexible Ads?
-Some advertisers might prefer the 322 method because it allows for more control over the variables and provides clearer data on which specific elements (creatives, copies, headlines) are performing well.
How does the speaker suggest setting up the 322 method in the absence of Dynamic Creatives?
-The speaker suggests setting up the 322 method by creating separate ads for each variation, duplicating the ads, and then changing one variable at a time (creative, copy, or headline) to test different combinations.
What is the advantage of testing new creatives with best-performing copy and vice versa?
-Testing new creatives with best-performing copy and vice versa gives each creative two possible chances to perform well. If a new creative doesn't perform well even with the best copy, it's likely not a strong creative.
What is the speaker's philosophy on media buying fundamentals?
-The speaker emphasizes the importance of correct media buying fundamentals, making logical decisions over emotional ones, and controlling variables to ensure fair testing across different ads.
How does the speaker suggest handling ad creatives that do not perform well?
-If an ad creative does not perform well even when tested with the best-performing copy or new copy, the speaker suggests turning it off, indicating it's not a good creative.
What additional resources does the speaker offer for those interested in Facebook ads?
-The speaker offers a Facebook ads course, one-on-one mentoring, and a service where he can run Facebook ads for clients, all aimed at improving ad performance and understanding.
Outlines
🔍 Exploring 2024 Creative Testing Changes for Facebook Ads
The speaker discusses the evolution of creative testing for Facebook ads in 2024, highlighting the shift from Dynamic Creatives to Flexible Ads. They explain that Dynamic Creatives, which involved creating an ad set with multiple creatives and letting the platform optimize, will be phased out. Flexible Ads, introduced in early 2024, allow advertisers to create multiple ads at the ad level, providing more control but initially lacking in detailed data breakdowns. As of August 2024, some data collection improvements have been made, but creative data visibility remains a challenge. The speaker emphasizes the importance of media buying fundamentals, suggesting that as long as these are followed, the method of creative testing is secondary. They advocate for testing creatives in a way that ensures a winning creative can be identified, decisions are logical, and variables are controlled.
🎯 Implementing the 322 Method for Facebook Ad Creative Testing
The speaker introduces an alternative method for testing Facebook ad creatives, particularly for those who prefer more data visibility than Flexible Ads currently offer. They demonstrate setting up a new ad test using the '322' method, which involves three creatives, two copies, and two headlines. Each creative is varied by one element to test its effectiveness. The process involves uploading different images and duplicating the ad setup to introduce variations in copy and headlines. The speaker shows how to duplicate and edit ads to include new copy and headlines, creating a total of six different ad versions. This method, while more time-consuming than Dynamic Creatives or Flexible Ads, provides a detailed view of how each element performs, allowing for more informed decisions based on comprehensive data. The speaker concludes by encouraging viewers to apply these strategies while adhering to media buying fundamentals and offering resources for further learning and assistance.
Mindmap
Keywords
💡Dynamic Creatives
💡Flexible Ads
💡Ad Set
💡Media Buying Fundamentals
💡Creative Testing
💡Breakdown
💡322 Method
💡Copy
💡Headline
💡Optimization
Highlights
Introduction to new changes in creative testing for Facebook ads in 2024.
Discussion on the phasing out of Dynamic Creatives and the introduction of Flexible Ads.
Explanation of how to set up Flexible Ads at the ad level in early 2024.
Challenges with data collection in Flexible Ads and the inability to break down creative data.
Expectation for future updates that will allow for creative data breakdowns.
Emphasis on the importance of correct media buying fundamentals over the method of creative testing.
Introduction of a new solution for creative testing that adheres to media buying fundamentals.
Demonstration of setting up a third ad test in a personal ad account for a book launch.
Description of the 322 method (three creatives, two copies, two headlines) for ad testing.
Strategy for duplicating ads and changing creatives to test different variables.
Advice on testing creatives with the same hook but different backgrounds for image ads.
Process of duplicating ads and editing copy and headlines to introduce new variations.
Comparison between the 322 method and testing with DCT or Flexible Ads in terms of setup time and number of ad versions.
Advantage of testing new creatives with best performing copy and vice versa for better performance chances.
Encouragement to like, subscribe, and consider one-on-one mentoring or Facebook ads courses for further learning.
Conclusion and sign-off with a thank you note to the viewers.
Transcripts
all right so creative testing in 2024
has been going through a couple new
changes and I wanted to actually bring
us to the table and kind of go over
those new ways you can creative test in
2024 how to test Facebook ads all of
those good things so the current way
that we've been doing for the last year
and a half two years has been with
Dynamic creatives create a new ad set
you turn Dynamic creative on you upload
your three creatives your two copies
your two headlines and you give it a
test then towards the end of
2023 some people start to notice a new
notification in their account that
Dynamic creatives will be soon going
away and then early 2024 some accounts
got flexible ads and now we're starting
to see a little bit more of a mass
adoption of flexible ads across the
board where instead of turning a dynamic
creative turned on then you just simply
turn this on now at the ad level so you
can have multiple flexible ads in one ad
set or you can do one ads set per
flexible ad either way it's the same as
a DCT but there has been some challenges
and one of the biggest challenges has
been data collection in terms of being
able to break down before you couldn't
do any breakdowns now as of August 2024
you can do a breakdown and see the
headline and break down you can see the
copy but you cannot see the creative so
I'm expecting it to where you can
actually break down and see the creative
data but until then to be fair you know
we're we're not seeing that right now
and I simply want to just bring to the
table another solution of which you can
leverage um at the end of the day I'm
all about hey what philosophy are you
managing your media buying by and as
long as you're doing correct media
buying fundamentals I don't really care
which way you test the creatives again
as long as a a winning creative can take
all the spin and B you are making
logical decisions versus emotional and C
you are controlling the variables to
where it's you know they're all being
tested on the same audience they all
have the freedom of getting all the spin
and that's the main two things that I'm
looking at from a media buying
perspective as my main bread and butter
is the actual how the creative is being
built now with that being said I wanted
to jump into another just a simply
another way that follows all of these
marketing fundamentals or media buying
fundamentals that you can leverage if
you feel like hey I don't like flexible
because I can't see the data and I can't
do dcts what are other routes I can go
well this video I'm going to set this up
in the account and show you so here's
the ad account um I'm actually in one of
my personal ad accounts U for my book
launch so I'm just going to jump into
this campaign uh you can see right here
then my first ad test absolutely crushed
second ad test didn't do too
hot um so kind to go in here we're going
to set up our third ad test now this
third ad test right here just to show
you how this is set up uh website
purchases um Dynamic creative is turned
off because again it will be going away
soon again some people still can run
Dynamic creative and there's some people
that flexible is enabled completely I'm
seeing it across the board 50/50 across
our accounts um but yeah and let me
reset this real quick um then going just
scrolling down I'm doing uh a couple
different well I would say countries and
things like that um and then yeah so
that's my setup just for you guys to see
and then let's actually go into how
we're going to set this up so we're
still going to do technically the 322
which is three creatives two copies two
headlines we're just going to do these
as separate ads but I want to show
youall how to do that as separate ads
that just simply makes the best sense in
terms of like speed and efficiency so
first thing we're going to do is load in
our creative um select your Facebook
page you know create ad manual upload
single imater video boom
um and then let's add an image and then
let me just go here so I'm going to
select this one already kind of loaded
it in so here's what the image looks
like I'm just going to correct this make
this fits correctly cool done done so
this is my creative my first creative
that I'm going load into the account and
then I already loaded in my copy and I
already loaded in my headline so here
we're going to go and dup duplicate this
ad so I'm just going to click on contrl
D to duplicate this and what we're going
to do is we're actually going to change
the creative first so let's add image
and I'm actually going to upload my two
new just have two other creatives I want
to toss in here so that way all the
creatives are split by one variable um
typically when I'm testing photo ads I
do the background but because of this
particular style I'm trying out um I'm
actually doing the hook first which is
really rare for me usually it's like the
background that's what I'm I'm mainly
doing um but just because of this top of
format right here um I want to do it
this way so and I'm just going to change
this this is
create Facebook ads boom and then
controll D I'm going to duplicate that
one more time remove add image and then
I'm going to add this one in there we go
boom boom boom done dun done and then
let's go to scale Facebook ads there we
go cool so we have three different
creatives they're all the same except
they're split by one variable again
typically when I test image ads I'm
testing all with the same hook just a
different background um this particular
example because it's a truly just a text
based ad I'm just focusing on the hook
first but that's not my normal case if
this was a video then I would do exactly
the same thing for a video except when I
would a different visual hook for each
video um so just so you know what video
looks like and we know what typical
photos look like now what I'm going to
do is I'm actually going to duplicate
all of these so I'm going to select all
of these and I'm going to click
duplicate or contrl D and then I'm going
to edit just the copy so so far the copy
is the same for all of them um but now
I'm going to introduce my new copy so
the first three start off my best
performing copy now I'm just introducing
my new copy um
let's just do something simple
like all right I don't know if this is
the best copy but that was actually
something someone said and then for
headline headline I'll toss in something
new as well let's see inventory it's
running low this is probably stuff I
wouldn't actually run but just to give
you guys an example and then I'm going
to do one more final edit real quick
edit name and then I'm just going to
change this to to
new new new delete that delete that
awesome cool save the draft sweet so now
we have the exact same three creatives
with new copy and then we have the exact
same three creatives with best
performing copy um this way we're
technically still doing the 322 and then
from here we can just go and publish now
what is different about this than say
doing a DCT or say doing a flexible ad
well one thing here is it takes longer
to set up right like I have to take a
couple extra actions to set this up now
the second thing is that this tests six
different versions of ads whereas the
DCT tests 12 why because what it'll do
is it'll take a new copy and then it'll
test it against a best performing
headline and then it'll take a best
performing copy and test it by a new
headline so it cross populates a little
bit more um with that being said this is
still going to get you 90% there um and
is a strategy I'm actively the deploying
in some of our accounts that we want to
see more data um other than just looking
at nothing with a flexible ad so again
I'm just simply giving you guys another
route that you can actively do to test
these Facebook ads and still be
practicing all the best fundamentals
another really big thing about this is
that um we have all of our creatives and
our new creatives are being tested with
best performing copy and our new
creators being tested with new copy so
it gives two possible chances of those
creatives performing and if it still
doesn't perform outside of that then you
know that's just not a good creative and
I'm I'm simply going to be turning that
off so uh if you enjoyed this video make
sure to hit the like button hit that
subscribe button for new videos every
Monday Wednesday and Friday and if you
want me to run your Facebook ads click
the link below to have Nick terer run
your Facebook ads if you want to do one1
mentoring with me where I review your ad
account uh performance all of those
things give you scenarios and stuff like
that of what I would do in your
situation click link below to 101
mentoring and then lastly if you want my
Facebook ads course that goes through
exactly step by step of how we create
Facebook ads that convert f over 100
video demonstrations then click the link
below to Nick's Facebook ads course
thank you so much for watching Hope a
good rest of you all day peace out
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