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.

Outlines

00:00

🔍 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.

05:02

🎯 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.

Keywords

💡Dynamic Creatives

Dynamic Creatives refers to a feature in Facebook's ad platform that allows advertisers to upload multiple creative elements such as images, videos, headlines, and ad copies, and the system automatically tests different combinations to find the best-performing ad. In the video, the speaker mentions that Dynamic Creatives will be phased out, which is a significant change for advertisers who have been relying on this feature for testing and optimizing their ads.

💡Flexible Ads

Flexible Ads is a new feature introduced by Facebook as a replacement for Dynamic Creatives. It allows advertisers to create multiple versions of ads at the ad level, providing more control over the creative elements. The speaker in the video discusses the challenges with Flexible Ads, particularly the inability to see creative data, which is a critical aspect of ad testing and optimization.

💡Ad Set

An Ad Set in Facebook's advertising platform is a group of ads that share the same targeting, budget, and schedule. The video script discusses the transition from using Dynamic Creatives within an ad set to managing multiple Flexible Ads either within one ad set or across multiple ad sets, indicating a shift in the strategy for ad testing and management.

💡Media Buying Fundamentals

Media Buying Fundamentals are the core principles and practices that guide the process of purchasing advertising space across various media channels. The speaker emphasizes the importance of adhering to these fundamentals, regardless of the specific testing method used, to ensure effective ad performance. This includes making logical decisions, controlling variables, and ensuring that all ads are tested on the same audience.

💡Creative Testing

Creative Testing is the process of experimenting with different ad creatives to determine which versions resonate most with the target audience and drive the desired outcomes. The video focuses on new methods for creative testing in 2024, highlighting the need for advertisers to adapt to changes in Facebook's ad platform and find effective ways to test and optimize their ads.

💡Breakdown

In the context of the video, a 'breakdown' refers to the ability to analyze the performance of individual elements within an ad, such as headlines, copies, and creatives. The speaker mentions that as of August 2024, advertisers can now do breakdowns to see the performance of headlines and copies, but not yet for creatives, indicating a limitation in the current ad testing capabilities.

💡322 Method

The '322 Method' mentioned in the video is a structured approach to ad testing, involving three creatives, two copies, and two headlines. This method allows for a systematic testing of different ad elements to identify the most effective combinations. The speaker demonstrates how to set up such tests using separate ads, which, despite being more time-consuming, provides more visibility into the performance of each ad element.

💡Copy

In advertising, 'copy' refers to the text content of an ad, which can significantly influence its effectiveness. The video script discusses the importance of testing different copies alongside creatives and headlines to optimize ad performance. The speaker provides an example of introducing new copy alongside existing best-performing copy to see which combinations yield the best results.

💡Headline

A 'headline' in advertising is the main title or phrase that captures the attention of the audience and communicates the core message of the ad. The video emphasizes the importance of testing different headlines in conjunction with other ad elements, as part of the creative testing process. The speaker illustrates this by showing how to set up tests with new headlines alongside different ad copies.

💡Optimization

Optimization in the context of the video refers to the process of refining and improving ad creatives and campaigns to enhance their performance. The speaker discusses various methods and strategies for optimization, including the use of Flexible Ads and the 322 Method, to ensure that ads are as effective as possible in achieving the desired outcomes.

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

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Monday Wednesday and Friday and if you

want me to run your Facebook ads click

the link below to have Nick terer run

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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

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exactly step by step of how we create

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below to Nick's Facebook ads course

thank you so much for watching Hope a

good rest of you all day peace out