The NEW WAY To Test FACEBOOK ADS!

Summary

This 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.