How to create a killer Facebook ad testing campaign (for the 2024 algorithm)

Summary

This video outlines a four-step strategy for creating an effective Facebook ads creative testing structure. It aims to streamline ad optimization, minimize emotional decision-making, and scale campaigns efficiently. The approach caters to businesses of all sizes, from new advertisers to those with substantial budgets and creative inventories. The method involves setting up specific campaigns and ad sets, introducing new creatives, and strategically scaling top-performing ads into a dedicated campaign. The video also discusses the benefits of this system over traditional ad setups and provides a calculator example to illustrate potential revenue gains.

Takeaways

• 🎯 **Structure for Success**: The video outlines a four-step structure for creating a Facebook ads creative testing framework that helps scale campaigns efficiently.
• 🚀 **Eliminate Emotional Decisions**: The proposed structure removes emotional responses, allowing for more rational decisions when optimizing ads.
• 💼 **Applicable to All Business Sizes**: The strategy is scalable and can be applied to businesses regardless of their size or budget.
• 💡 **Foolproof Strategy**: The method ensures that ads are not dependent on a broad strategy, providing control and reducing reliance on an overarching approach.
• 📈 **Campaign Setup**: The video details setting up two key campaigns: a prospecting CBO campaign for testing and an Advantage Plus shopping campaign for scaling.
• 🌐 **Broad Targeting**: The initial ad set uses broad targeting to maximize reach without specific demographic breakdowns.
• 📊 **Data-Driven Attribution**: It's crucial to set the right attribution window for ads, such as 7-Day click or 1-day view, to capture the most signals.
• 🆕 **Introducing New Creatives**: New creatives should be introduced in new ad sets to avoid disrupting the performance of existing ads.
• 📈 **Gradual Scaling**: The best-performing creatives from the prospecting campaign are gradually moved to the Advantage Plus campaign to scale effectively.
• 📊 **Performance Tracking**: The video emphasizes tracking performance and only promoting top-performing ads into the scaling campaign.
• 💰 **Budget Optimization**: By following the structure, businesses can optimize their budget, reducing waste on unproven creatives and focusing on high-performing ones.

Q & A

What are the four steps for creating a killer Facebook ads creative testing structure?

The four steps include: 1) Setting up a primary prospecting campaign with CBO (Campaign Budget Optimization), 2) Creating a broad targeting ad set within the campaign, 3) Introducing new creatives by duplicating the broad targeting ad set and launching new ads, and 4) Graduating top-performing creatives into an Advantage Plus (ASC) campaign for scaling.

Why is it important to remove emotional decisions when optimizing Facebook ads?

Removing emotional decisions ensures a data-driven approach, allowing for more effective optimization and scaling of ads based on proven performance rather than personal biases or assumptions.

How does the prospecting CBO campaign function within the Facebook ads structure?

The prospecting CBO campaign serves as a primary testing ground for new creatives and as a point to scale different interests and existing creatives that are performing well but not necessarily the best.

What is the role of the Advantage Plus (ASC) campaign in the Facebook ads structure?

The ASC campaign is the scale campaign that eventually dominates the account, handling most of the retargeting and ensuring that the bulk of the budget is spent on proven, high-performing creatives.

Why should new creatives not be launched in an existing ad set?

Launching new creatives in an existing ad set can disrupt the performance and learnings of the existing ads. It's better to start new creatives in a separate ad set to allow them to compete and prove their effectiveness independently.

What is the significance of the '10% rule' mentioned in the script?

The '10% rule' suggests that only the top 10% of performing ads from the prospecting CBO campaign should be moved into the ASC campaign. This ensures that the scale campaign is filled with only the best-performing creatives.

How often should new interests be added to the prospecting CBO campaign?

New interests should be added to the prospecting CBO campaign gradually, ideally every month or two, to test their effectiveness without overwhelming the campaign with too many variables.

What is the benefit of using a CBO environment for new creatives?

A CBO environment allows new creatives to compete for budget only if they perform better than existing creatives, preventing wasteful spending on underperforming ads and ensuring that budget is allocated to the most effective creatives.

How does the Facebook algorithm decide where to spend the budget most effectively?

The Facebook algorithm is designed to spend the budget where it can generate the highest return on ad spend, making it more efficient at allocating resources than manual decisions.

What is the potential impact of implementing this Facebook ads structure on a business's revenue?

Implementing this structure can significantly increase revenue by ensuring that more budget is spent on top-performing creatives and less on underperforming ones, leading to higher returns on ad spend and potentially doubling monthly revenue.