How to test Facebook Ads the Right Way
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- Опубліковано 27 лип 2024
- This is my blueprint for building 8-figure brand ad accounts, that will also save time and cut costs. Facebook ads are a paid version of organic content, they make their own audiences and organic content runs on the same engine inside of Facebook as ads do. The creative elements of the ad determine the ad's efficiency and scale.
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Chapters
00:00 Intro
01:26 Maximize Your Ad Spend: 5 Tips for Crafting Facebook Ads that Scale
06:02 Master Facebook Advertising: Discover the Top 3 Best Practices for Testing Your Ads & the 5 Most Common Mistakes to Avoid
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Maximize Your Ad Spend: 5 Tips for Crafting Facebook Ads that Scale
Tip 1: The headline is the first thing users look at after the creative stopped their scroll
For successful ads, utilize clear, compelling headlines to provide context and drive engagement. It needs to give context to the creative that you've shown them and this should drive interest for engagement and result in a click with intent.
Tip 2: Your 1st Impression Matters
High-quality images and videos are key to making a strong first impression with your target consumer in your advertisements. You need to instill respect with your images and videos.
Tip 3: Say what needs to be said
Use ad copy to provide context and overcome objections, keeping it short and to the point to avoid losing the attention you've earned. You can also go very long form to tell a story and give context. I have often put in full reviews and links to other information.
Tip 4: Positioning is EVERYTHING
Adopt action-oriented language in your ad to directly address the needs and pain points of your target audience and communicate the value of your product or service.
Tip 5: Ads Create Their Own Audiences, Scale with Variety
To optimize ad performance, test various creatives, keeping in mind that there is no perfect format. Success and scale comes from a blended approach that allows for a curated multi-touch journey.
Master Facebook Advertising: Discover the Top 3 Best Practices for Testing Your Ads & the 5 Most Common Mistakes to Avoid
Best Practice #1: Never test with Post IDs
Always begin testing with dynamic creatives. Utilizing individual post IDs and comparing them to each other can lead to competition within the data set, diminishing the potential results. Instead, focus on implementing a dynamic creative approach, where each iteration is mutually beneficial.
Best Practice #2: Always use the 3:2:2 Method
This approach includes three different creatives, two sets of copy, and two headlines, all with the same underlying concept, in order to achieve a specific business objective. By reducing the number of iterations, this method allows for more actionable data for Facebook to utilize and provides greater insight into what elements are most effective.
Best Practice #3: Strategically Scale Efficiency or Reach
When using dynamic creatives with the 3:2:2 method, comparing the results against high-performing ads and a control ad set, targeting only broad audience. The goal of this testing is to either enhance the performance of existing ads, or to expand the reach of the ads by increasing the audience. It is important to note that any other testing objectives would be considered a waste of resources and can be detrimental to the success of the campaign.
Mistake #1: Using low-quality images and videos
Low-quality visual materials can be detrimental to the impact of your campaign. Remember, this is the first interaction that potential customers have with your brand, so it is vital to invest in high-quality visual elements to make a strong 1st impression.
Mistake #2: Over-Iterating on the Same Ad Concept
Creating multiple ads that are aimed at a single customer segment may seem like a good strategy, but it can lead to ad fatigue, which can decrease the performance of the ads. Instead of repeating the same problem, it is more valuable to identify and solve new issues.
Mistake #3: Exclusively using Direct Response Sales Copy
Focusing too much on hard selling the product in ad copy can be detrimental to the campaign's success.
Mistake #4: Lack of Clarity
Being too ambiguous about the product or service being offered can be a major mistake. If potential customers don't know what they are being sold, they will not be interested in making a purchase.
Mistake #5: Buying the Wrong Attention
Having your content target the appropriate audience is a crucial aspect of creating an effective ad campaign.
We would like to see a video about how to decide that we have a wining post ID? And when do we switch of a DTC and start a new one?
Love that idea!
So glad I found your channel, full of value!
I'd like to hear your tips and opinions on cloaking in some of the next videos
Welcome aboard! Tell your friends
Hello Charley, 12 minutes of applause. Congratulations on the passion you are able to transmit.
Oh thank you so so much!
Fantastic content, better than netflix and chill :))) Binge watching
Glad you enjoy it!
share with your friends
I kinda dont want you to grow. This content is game changer. Dont you want someone under your wing ^^. Keep it going , it really makes sense. I will test in with my new product. I was focused testing 100 ads but your right, facebook have all he needs to do it. The most important thing is knowing how to show your product like you see it .
I appreciate that!
Great vid, keep it up! Questions, how would you run a brands campaign that has multiple different products that are not in the exact same niche. Would you create a new broad campaign or just make sure the creative is to a singular product?
Yes; a campaign for each business objective
And then start taking away the least valuable objectives
Great tutorial Charley!
To clarify- the dynamic creatives, are they images with copy within the image? Thanks
You can do that for sure
But it’s not limited to that
hi Charley, why does the 3:2:2 method follow that ratio instead of some other ratio?
creative is the most important
and you want the highest level of insight and confidence in the data
too many variables
make it impossible to know why things work or fail
Would you use DPA and Collection Ads in the same campaign as other adsets? They always seem to take the budget right away...
no
Hey Charley, great video! I been testing this and I came up with 1 question about formats.
I see that I can only make ads in one format when they are dynamic. For example, I can only use square images and don't know if it will perform better in a Story/reel format.
Should I run DTCs with separate formats? Thanks!
That is correct
How different should creatives be within the 3:2:2 structure?
I must be misunderstanding something -- but as dynamic only reports performance data in the aggregate, how are you supposed to know which of the three creatives is the best one? I don't understand how DTC does not just introduce guesswork into determining the winning property of that creative
Hello Charley, i am currently watching all of your video in your channel. How will your creative testing start from when you start with a new brand with no previous creative or no competition in this space to mimic from?
Is the “3-2-2” meaning: 1 Adset/ 3 Ads, 1 different creative each Ad?
3 creatives
2 primary text
2 headlines
In one DCt
Hello Charley, how do you suggest to test catalog ads, considering that dynamic creative is disabled in this case?
I think catalog ads can be incredibly helpful
hey charlie, congrats on this gold content! i have a question if you want to answer it. i use to run the topical TOfu, mofu and bofu, should i now create a single campaign with 3:2:2 and all broad separating each ad set with the funnel awareness.
or should mix them all into DTC with a single ad set?
Broad is the full funnel
One campaign setup with all your BEST ads in one ad set, and then other ad sets running DCTs
As that picks up, kill of the 2016 style built campaigns
@@CTtheDisrupter thank you so much charley. yeah that campaigns were really volatiles. thanks for taking time to answer me.
@@CTtheDisrupter Hey charlie, i launch the campaign and it has brought me a sale of 20$ for 0.96 cents
Charley, I can't register to your webinar. Landing page URL is broken
Charley, please correct me if my setup is wrong…
You’ve got 1 best performing creatives adset, maybe 1-2 DCO adsets running. The DCOs never get turned off and I just keep throwing new creative ideas in there to either:
A: find a new audience
B: improve efficiency (on already converting creatives)
The DCO will allocate the spend to the best performers so I don’t need to worry about turning stuff off/on.
If the CPA is bad, keep throwing new creatives in there that hopefully get more spend and lower CPA.
Best performing creatives get built singularly in the best performing creatives adset.
Happy with performance and within PSM targets… raise spend on the CBO campaign.
Sound about right?
DCTs should be their own ad set; and don’t edit them
@@CTtheDisrupter Ahhh so when a DCT test concludes you create a new one in the same adset testing something else? For either new concept or efficiency
@@donnydanvers6087 it would be a new ad set
Hi Charley thanks for dropping amazing value as always. I have a complex question. I have been following your videos and trying to implement the strategies especially in regards to maintaining brand value and growth. And really value what you have to say.
I am wondering your thoughts on tiered discounting off overall order price in regards to customer acquisition for example 2x items 20% off 4 items 35% off 6 items 50% off (overall order value).
Its a jewelry brand with over 500 skus so it means customers are picking up on average 4-8 pieces but it does mean maybe 50% of people are choosing the 50% off but people do checkout with over 6 items usually. I have heard you say its good for the customers if they have more items in their household. But as I am trying to build for growth what are your thoughts on this deal? The Average price of 1 item is $30 but our AOV with the bundle upselling is $88 which is making the whole system work really well as a potential ever green offer. And people are checking out for more than close to 3 x the cost of 1 item. Our returning customer rate is between 30-35% consistently. So people do come back.
I was thinking of changing to buy 2 get 1 FREE as you talk alot about this but I just wondered what you thought of this set up I really trust what you say so any input would be insane. If this is not good practice basically. I appreciate your time as always. Our LTV/CPA is 3.56 on triple whale and we are only using flows no campaigns yet on klaviyo which is a bonus.
Buy more save more is a great offer, but pick 1 or 2 offers max with
Buy 2 get 1 is excellent
question on the 3:2:2 Method, is this all under one ad set? or this running 3 ad sets?
It’s one ad
Hey Charley. When moving a winning post id from the DCT to the winners ad set, do you then just delete that content in the DCT?
Turn off the DCT
@@CTtheDisrupter Thanks Charley. That makes perfect sense. I guess the winning post id then just needs a few days to find it's way in winners ad set.
Are you separating out campaigns by country? Or do you put all the top tier countries in the same campaign?
Depends on customer journey… but line products & offers, you rarely need multiple, and usually that’s a liability not an asset
How many dynamic creative adsets (3-2-2) are you testing at the same time in a single CBO? Is there a budget vs adset formula? ex: 5 adsets/(3-2-2s) per 1k in daily spend or whatever?
No formula… I wouldnt really test more than 1-2 at a time
3 max
How many questions are you trying to find answers too? And how much time are you willing to sacrifice for confidence by running multiple tests alongside each other
Hey Professor, great video! Totally agree with everything, except for one thing: you say only ever test with dynamic creative (3:2:2) method. So I get the benefits you lay out which same logical. But on the other end DC testing is quite limited on Meta still. As you can only upload one format (F.e. 1x1 feed) for each creative. Or am I missing something in the possibilites in the adsmanager? Especially with UGC this is a no go for me.
Yea, we don’t need to ever use multiple placements for winning ads… so this problem isn’t really an issue.
I’ve used it for UGC for many years
@@CTtheDisrupter So what format do you upload with UGC? (9x16's? 4x5's?)
@@miloverhoeven9297I work at an agency and we use 9:16 UGC for IG reels, fb reels, and anything vertical. We also use 4:5 for fb posts, ig feed posts etc. I recommend having both variations and turning on auto placements so more ppl see the ad in both formats!
@@CTtheDisrupter Curious about this! So, would you run a DC test with multiple formats of the same video, then only use best performing format in your "winning ads" ad set?
If I'm not mistaken, you can't run multi-slide instagram story ads using dynamic creative testing. This is the best performing format of ads for our brand. How would you go about testing this format? Thanks for the value!
I run DCTs to test for format and then build out from the winners
@@CTtheDisrupter Right on, yeah I figured out I can just switch on the DCT even if there's just one multi-slide in there. Your strategies have been a game changer for the brand, thanks again!
This video is about the 5 best tips on creating an ad, not how to test them!!
Hey Charley, two questions I would greatly appreciate an answer to! I recently launched a CBO with the 3-2-2 method and the link CTR was terrible after $70 so I turned the test off. Is this dumb? would it have improved with more data? there were no sales yet.
Also, if my product has a $100 margin am I turning off ads that surpass $100 CPA on a brand new ad account and keeping on testing new creatives to find something with a
CTR doesn’t mean anything
In 3:2:2, we run CBO, so spend is earned
And we need to measure that way
@@CTtheDisrupter Gotcha, thanks Charley :) Seeing as CTR is a useless metric what would you recommend for diagnosing if the ads are bad VS the funnel? CPA doesn’t really tell me where the issues are because the landing page OR the ads could be to blame.
CPA is all that matters
Stabilize that, then improve LP
@@CTtheDisrupter Stabilize by getting out of learning, right?
And would you turn off a DCO that goes over your desired CPA and test a new one?
Thanks for answering my questions, Charley 🙏
@@Kafufflez stabilize as in, know how it’s going to turn out
Maybe a week or two after leaving learning
I tried the 3-2-2 method on a different ad account (I kept my ads running on another account). I waited for like 5 days but didn't got any results. Should I kill all my ads before using the 3-2-2 method? Or maybe I did something wrong?
Why a separate account?
That’s going to be part of it
I would run it in the same campaign @ CBO
How do you switch strategy to this? Just turn off everything and start clean? Are you excluding purchasers? Does this work for a company/product that has historically low LTV?
Build this, and then shift money over as it continues to be better than your worst ads
Would targeting plumbers vs targeting dentists count as a different "business objective"? Even if it's to sell them the same thing?
I’d they are worth the same, with the same landing page… sounds like they are the same business objective
Are they treated differently financially?
@@CTtheDisrupter Ah that's a good point, I guess maybe I'd want different landing pages that are more congruent to the demo. Treated the same financially though
Hello!
What is your best strategy to sell a LTO? Should I be creating engagement ads and the retargeting with an offer?
No need to ever run engagement ads, if making money if your goal
Hi Charlie, I purchased your $2k course on how to build a winning ad account last year and suddenly I can not access it anymore. I sent you a couple emails about this and was hoping you could please help me? I tried requesting several password resets yet do not receive any emails. Thanks in advance
Please email info@FBdisrupter.com
And I can get you all taken care of immediately ❤️🔥🚀💯
@@CTtheDisrupter OK I just did. I appreciate it!
Nice Content as always. Quick question about the testing process and the concepts. If im start testing should i go with:
1. 3 Creatives (Statics), with the SAME Headline, but DIFFERENT Background Images?
2. 3 Creatives (Statics), with DIFFERENT Headlines, but the SAME Background Images?
3. 3 Creatives (Statics), with three DIFFERENT Headlines and three DIFFERENT Background Images (mixed)?
Any one of those will work
3 creatives
2 headlines
2 primary text
Set that test up to answer questions
@@CTtheDisrupter im confused. So all of the suggested point will work?
They all could work
As long as they answer a question for you and help you make decisions
@@CTtheDisrupter thank you buddy ❤️
Hello sir Sandeep
Hi!
Why 3 creatives ... why not 4 or 5 or more
This content is pure fluff. You never give out actual advice, everything you say is just marketing talk that you hear in every meeting you dont want to be in. I've tried your methods and they literally always end up resulting in less conversions.
I’m sorry to hear that, I have thousands of folks who have seen rampant success from this content, and my Facebook Group & Disrupter School
Lmao you haven't paid attention to his vids. Short term, doing what he does doesn't convert as much as things like using retargeting. Audiences etc.,, but on the long run, it's much better and you are focusing on big wins. Go study more
@@purpose6113 I've watched a ton of his videos, he recites the same things in every video regardless of the title: "Increase Customer LTV blah blah blah".
As I say, it's all pure fluff that removes accountability on his end when it doesn't work. I've never seen him walk through an ad account and show us the account structure he swears by in every video.
All marketing talk with big words and not much else.
@@user-tm4sg9pn9f Watch Nick Theriot; he'll show you what you're talking about