Facebook FLEXIBLE ADS Ultimate Guide (2024)

Summary

In this video, the speaker discusses the transition from dynamic creatives to flexible creatives on the Facebook ads platform. They share their strategy of using Campaign Budget Optimization (CBO) with one campaign per business objective, testing new creatives weekly with a focus on quality over quantity. The speaker emphasizes the importance of creating hypotheses for each concept, using broad targeting, and letting Facebook choose the best placements. They also address scaling strategies, the importance of testing creatives, and the need to iterate based on performance data, concluding with a plug for their advanced Facebook ads guide.

Takeaways

• 😀 Facebook has removed dynamic creatives from its ads platform and replaced it with flexible creatives.
• 🔄 The speaker continues to use the same structure for testing creatives as before, now applying it to flexible creatives.
• 📈 The speaker recommends using a single Campaign Budget Optimization (CBO) campaign per business objective, with one campaign per country or product type.
• 🎯 The strategy involves creating 2-3 new ad sets per week, each with a single concept and three creatives (either photos or videos).
• 📝 A 'concept' is a hypothesis with a specific target persona, desire, awareness, and sophistication level, which guides the creative process.
• 📷 For each ad set, the speaker uses one winning copy and one new copy for the headline and uploads two copies of the creatives, with variations in either the visual or text hook.
• 📊 The speaker emphasizes the importance of testing new creatives and not getting attached to the variations or the data, focusing instead on whether the creative hits target KPIs.
• 🚫 If a creative is not performing well or negatively impacting overall performance, it should be turned off, regardless of the day it has been running.
• 💰 To scale flexible ads, the speaker suggests increasing the budget of the existing CBO campaign rather than duplicating campaigns or ad sets.
• 🛠 If an ad is not getting any traction, it's a sign that the creative needs improvement, and additional research and hypothesis rework are necessary.
• 🏠 The speaker uses the analogy of building a house with a hammer to illustrate that having the right tools (flexible creatives) doesn't guarantee success if the fundamentals (creative quality) are lacking.

Q & A

What did Facebook decide to remove from their ads platform?

Facebook decided to remove dynamic creatives from their ads platform.

What is the new feature that replaced dynamic creatives on Facebook ads platform?

The new feature that replaced dynamic creatives is called flexible creatives.

How does the speaker plan to use flexible creatives in their advertising strategy?

The speaker plans to use flexible creatives in the same way they were using dynamic creatives, by testing new creatives every week.

What is a CBO campaign in the context of Facebook advertising?

A CBO (Campaign Budget Optimization) campaign is a structure where the budget is controlled at the campaign level rather than at the adset level, allowing Facebook to allocate budget to the most performing adset.

What is the recommended number of adsets to create per week according to the speaker?

The speaker recommends creating between two to three new adsets every week.

What is considered a 'concept' in the context of the speaker's advertising strategy?

A 'concept' is a hypothesis for a marketing approach, which includes targeting a specific persona, desire, awareness, and sophistication level, and is visually articulated to the customer through three creatives (either photos or videos).

How many creatives are recommended to be included in one concept according to the speaker?

One concept should include three creatives, which can be either three photos or three videos.

What is the speaker's approach to targeting in adsets?

The speaker uses broad targeting based on age, gender, and location, without detailed targeting or lookalikes, and lets Facebook decide the best placements using Advantage Plus.

How does the speaker determine the winning variation of a flexible creative?

The speaker determines the winning variation by looking at the performance and impact on overall business results rather than focusing on the specific variations or data breakdowns.

What is the recommended approach to scaling flexible ads according to the speaker?

The recommended approach to scaling flexible ads is to increase the budget on the existing CBO campaign by 20%, rather than duplicating the campaign or the flexible creative into another campaign.

What does the speaker suggest doing if a flexible creative is not getting any spin?

If a flexible creative is not getting any spin, the speaker suggests that the creative is not resonating with the audience and needs to be reworked, or a minimum spin can be added to nudge it forward.