Tips for Tracking Facebook Ad Creative Performance

How I test Facebook ad creative: Let's start with a quick discussion about "testing" If you remember from your high school days When you want to test something in a lab You always need your "constant" or "control" variables to stay the same And then you have your dependent variable or dynamic variable that your actually testing for. That's what I do, to properly test creative. Below is my step by step guide to finding the triple threat combo Winning creative + copy + thumbnail - Step 1: Creative Variations The first step here is finding a winning variation Start by creating 3 variations of the creative you want to test You can change the 3 second hook, messaging, etc. Run that test in an ABO campaign for 3-4 days Broad ad set / Same primary text copy - "control variables" Your only dynamic variable should be the creative itself Once you find a winner, feel free to post ID that into your scaling campaign Step 2: Copy Variations Run a new test, in a new ad set. 3 ads, each with the same "winning" creative variation from before But each one now has 3 different variations of copy One of them should be a past winner And the others are new, or variations of a past winner Run that the same way you did the creative, and now you've got your winning combo Winning creative + Winning copy Throw it into your scaling as well. But we're not done yet! Step 3: Thumbnail Testing: Triple Threat Your thumbnail choices are extremely important This time your dynamic variable is your thumbnail So create a new test in a new ad set Each ad is the same combo from before (winning copy + winning creative) But each one has a different thumbnail choice (the dynamic variable) Run that for 3-4 days Pick your winner Now you've got your triple threat! Go ahead and throw that into your scaling as well. - Doing this increases your chances of 1. Not passing on a "winner" 2. Getting the best out of your creative - If your team isn't doing this, shoot me a DM and we can chat. I can either 1. Do it for you or 2. Show them how

Creative testing is your secret weapon on Meta. Here's my approach. (1) Crank Out Quality Ads - Produce as many ads as possible while maintaining high quality. Avoid creating low-quality ads just to increase volume. Have a hypothesis you want to test - whether it's a visual hook, trending audio, or a new creator - to gather learnings. (2) Track Every Ad - Use a standard naming convention to keep track of all your ads. This helps in analyzing performance over time. You don't want to look back in the last 90 days to try to see which hooks, scripts, creators, concepts, etc are your best building blocks. (3) Creative Diversity - Test various types of ads – static, video, UGC, 3D motion, AI-generated, and even "ugly" ads. The goal is to have a diverse set of creatives. They look different but also speak to different levels of awareness. Different offers, angles, headlines, scripts, etc. (4) Allocate Budget for Testing - Dedicate 10-25% of your marketing budget to creative testing. Increase this percentage if you're just starting out. Know that this will inflate your CPA but the winning creatives that come out will take your ad account to new levels. (5) Isolate Variables - Conduct 'ad set tests' to isolate variables. Ensure each test gets enough data, around 30 conversions in a week, to be more confident. If possible, you can test in lower cost GEOs, on Android, or Tiktok. (6) Monitor Spend - The ad that gets the most spend is a strong signal of its effectiveness. Keep an eye on where your budget is going. It's a good sign that this ad can scale if you port it over into your evergreen/BAU campaigns. (7) Always-On Testing - Testing should be a continuous process. Don’t stop after finding one winning ad. Keep the momentum going to discover new top performers. You need to build the muscle with constant reps. Creativity can be learned, I promise. It's fun too. (8) Volume Negates Luck - The more you test, the higher your chances of finding successful ads. This is just the reality now advertising on Meta and Tiktok. There is an exponential rise of video content on our screens. Trust me, it's going to get more difficult with AI-generated video. You need a reliable system to stand out and gain mind share. Solving this is the #1 opportunity for brands to grow efficiently heading into 2025. ___________________ P.S. - You can have both quality and quantity with Sovran

Did you know that Facebook/Meta has one of the world’s most powerful creative testing capabilities, but most media buyers don’t know how to use it? Understand these algorithms, and you will find top performing creatives quickly and easily. There’s three key things to understand about how Meta's creative testing algorithms work: RAPID PERMUTATIONS - Meta tests every possible combination of visual + text + headline + call-to-action button quickly and decisively. If you use dynamic creative, you could have 1000s of variants tested in the first day a campaign is live. ATTENTION WINS - Given the system picks winners from a few hundred impressions, there isn’t enough scale to look at conversions. Instead dwell time and click-through-rate are used to identify top performing combinations. BIG REWARDS - Some creative variants might only be 5% better, but might get 90% of the budget. This system picks winners fast and rewards them generously. Knowing how this system works gives you a huge upper hand. Here’s a few ways to take full advantage: 1️⃣ Dynamic Creative - Take full advantage of dynamic creative by feeding the system a wide range of creative versions. Utilize versions across every dimension (10x visuals, 5x post texts, 5x headlines, etc). 2️⃣ Analysis Splits - Use Ads Manager creative breakdowns to see which versions of visuals, headlines, and CTAs are getting more spend and more impression volume. This is done at the Ad Set level using the Breakdown > By Dynamic Creative Element setting. 3️⃣ Focus on Winners - There’s no need to shut off under performers (they’ll receive little to no budget, anyway). Instead, focus on your winners and try to understand WHY they are doing better. 4️⃣ Iterate - Make 2nd generation creative variations that incorporate your insights and relaunch in new campaigns. Swap out under-performers with new creatives. Augment the creative format of top performers to increase reach (make a series of videos from statics, for example). Why is Meta creative testing so powerful? Because it’s like a Darwinian natural-selection machine at your fingertips. Use it to quickly test, learn, and scale high performing ads. ----------------------------------------------------- Interested in this topic? This is a single chapter from the Master Class on Meta Optimization Algorithms I’m holding on May 1st. Check the comments to register for the event.

"We don't feel like we have a strategy behind our Facebook ad creatives and don't know what's making ads perform well." This is one of the most common issues I hear brands mention during the sales process. At Brighter Click, we’ve honed a unique methodology behind categorizing creatives to track their performance. Here’s a quick tour: 🔎 Our Creative Dashboard: Using a Google Sheets-based system, we tag and track each creative component. This granular approach lets us analyze everything from copy to landing pages. Creative Tagging System The number one thing you need from a Creative Tagging System is a comprehensive tracking method. CR# = Creative CO# = Copy HE# = Headline LP# = Landing page Ex. CR2 CO4 HE1 LP2 🎯 Analyzing Key Metrics: We categorize creatives by brief, format, and theme, then measure them against account averages. This helps us spot which elements truly drive performance. The Central Report (shown in the video) allows for a quick glance at high-level performance. 🚀 Continuous Testing and Improvement: Every creative undergoes thorough testing. We aim for constant improvement, particularly in ROAS/CAC, ensuring our content stays impactful and relevant. 🔧 Strategic Insights: Our methodology extends beyond tracking. We use these insights to refine our creative strategies, continuously improving our approach. Measuring creative performance is an evolving art. How do you measure creative impact in your campaigns? p.s. Leave the comment "Ad Creative" in the comments or send me a DM if you'd like access to this tracking template. #adcreatives #digitalmarketing #BrighterClick #marketinganalytics #campaignoptimization

Meta is 100% biased. And you’re probably testing creative wrong 😑 When adding in new creatives to a Meta ads account there’s really only 1 way to give the creative a fair test. If you’ve run ad sets with 4-5 creatives you’ll notice how Meta will prioritize 1 creative. It’ll get all the spend and all the impressions. It’s a common fallacy to then look at the other creatives in that ad set and think “okay these are not performing well”. This actually may not be the case. For creative testing in Meta, I recommend having a separate campaign (not ASC) just for testing. Do not turn on CBO, to let each ad set have its own budget. I prefer HV but you might want to test with a cost cap, either is fine. If you use a cost cap I would set it a bit higher than usual just for testing. Now, for the ad sets. Each ad set should really only have 1 ad. Or maybe you can test 1 ad creative duplicated 3 times with 3-4 different headlines or primary text. Set a daily budget at the ad set level to ensure Meta spends enough to give each creative a fair shake. So if you’re testing 4 new creatives, you’d make 1 testing campaign with 4 ad sets. Each ad set has a different creative inside. This is the best way to find true winners in your paid social performance. And it completely sucks when you pay a lot of money for a bunch of new creatives or videos and half of them “don’t perform well” and get turned off within 2 weeks. This way, you can see if the creative really works! #marketingstrategy #creativemarketing #performancemarketing

The #1 problem I hear from brands and agencies lately is that their teams have trouble analyzing creatives. Sure, they report on data. Spend, CPAs, CTRs, Hook Rates, etc. They can even tell you which creative performed the best. But they can’t tell why. And because of this: teams struggle to double down on what’s really working. This is an example of what my reports look like for each creative test: [Look in the comments!] Each creative report includes the following: - Testing criteria & hypothesis - Data, pulled easily from Motion (Creative Analytics) - The top performers (outlined in red) - The analysis - Next steps: ad account and creative iterations The analysis is the most important and in-depth part. Most brands and agencies don’t do this. When I conduct an analysis, I review the following: - Performance trends: how does this creative compare to other creatives and other top performers? - Any standout data that could tell a larger story or theory - Messaging analysis - Imagery analysis - Analysis on breakdown data: do the trends for Age, Gender, or Placement tell a larger story? The “Next Steps” are equally important. What actions are going to be taken in an ad account? Are you going to scale the creative or drip into other campaigns? On the creative end: what learnings do you want to pressure test? Don’t try to get to everything at once: focus on the most important learning you got from the creative. https://lnkd.in/gv_ybC6c