To run effective creative tests, starting with a well-thought-out account structure is critical. A simple yet powerful structure includes:
- Advantage+ Shopping Campaigns (ASC): Use this for scaling proven creatives.
- Testing Campaigns: Dedicated solely to new creative testing.
For every new creative test, create a separate ad set. This ensures clean data, protects performance, and guarantees your creative gets sufficient spend. Each ad set can contain multiple variations, such as:
- Features Point-Out Images
- “Us vs. Them” Comparisons
By segmenting your creative tests from your primary campaigns, you gain more control and can make data-driven decisions without jeopardizing the performance of existing ads.
Why Should You Segment Creative Testing?
1. Protect Existing Campaign Performance
Adding untested creatives directly into high-performing ad sets can disrupt their performance. While new creatives might enhance results, they can also hurt performance, potentially leading to wasted ad spend and reduced ROI.
2. Ensure New Creatives Receive Spend
New creatives added to ongoing campaigns often fail to get spend because Facebook’s algorithm prioritizes proven ads. Testing in a dedicated campaign ensures new creatives get the attention and budget they need for meaningful insights.
3. Simplify Data Analysis
Separating creative tests allows for clear performance tracking. For example, you can easily see:
- How much was spent on creative testing versus scaling campaigns.
- Which creatives drove the best results in terms of engagement, click-through rates, or conversions.
Best Practices for Creative Testing
1. Use Broad Targeting for Initial Tests
Testing on a broad audience provides scalable insights. Broad audiences are versatile and often work across different targeting setups, making them ideal for finding high-potential creatives. Even for brands spending as little as $5,000 per month, broad targeting remains effective.
2. Test 2-4 Creative Variations at a Time
Testing 2-4 creative variations per ad set strikes a balance between variety and focus. Bigger swings in creative differences—such as messaging, imagery, or hooks—yield better insights. For example:
- Variation 1: Features-focused ad with a bold headline.
- Variation 2: A customer testimonial overlaying the product image.
- Variation 3: “Before and After” transformations.
This approach ensures you capture learnings even if not all variations succeed.
Budget Allocation for Creative Testing
For brands spending over $100,000 per month, starting creative tests at $200/day helps exit the learning phase faster. For smaller budgets, consider $50-$100/day as a minimum. Let tests run for 7 days to collect meaningful data, but early results can sometimes dictate scaling or pausing after 3-4 days.
How Long Should You Run Creative Tests?
- 3-4 Days: Evaluate early performance (e.g., click-through rates or conversion rates).
- 7 Days: Collect enough data to ensure statistically significant results.
ABO vs. CBO for Testing
Choosing between Ad Set Budget Optimization (ABO) and Campaign Budget Optimization (CBO) depends on preference and goals:
- ABO: Offers more granular control over spend allocation, making it easier to assess individual ad set performance.
- CBO: Works well when using ad set minimums and maximums to throttle spend.
For newer media buyers, ABO is often easier to manage during creative testing.
Developing an Effective Creative Test
Step 1: Define Your Testing Goal
Decide what you want to learn from your test. Are you testing:
- A new ad format (e.g., video vs. carousel)?
- A new messaging angle?
- A specific audience hook?
Step 2: Create a Hypothesis
Formulate a clear hypothesis to guide your test. For example:
- Hypothesis: Including a comparison to a competitor in ad messaging will increase click-through rates.
A strong hypothesis ensures your test is focused and meaningful.
Prioritizing Creative Tests
Focus on High-Potential Formats
Begin with creative formats that are likely to deliver the highest performance. For example:
- Features and Benefits Ads: Highlight product advantages.
- Before and After Ads: Show transformative results.
- User-Generated Content (UGC): Authentic-looking testimonials.
Balance Performance and Time-to-Execution
Prioritize creatives that deliver results quickly while minimizing production time. For instance, an informal “ugly ad” can often outperform polished content and be deployed faster.
Analyzing Test Results
Identify Winners and Extract Learnings
After running tests, analyze which creatives performed best. Focus on key metrics like:
- Click-through rates (CTR).
- Hook rates (e.g., first 3-second views).
- Conversion rates.
Identify common themes among winners. For instance:
- Messaging that emphasizes speed and convenience.
- Imagery with bold, contrasting colors.
Iterate Based on Insights
Use your learnings to refine future tests. For example, if “problem-solution” messaging resonated well, apply that format to new ad creatives for other products.
Why Big-Swing Tests Deliver Better Results
Big swings—drastic changes in messaging or format—are more likely to uncover high-performing creatives. For example, instead of testing minor text variations, test:
- A testimonial-based UGC ad vs. a stats-driven infographic.
- A bold, humor-driven video vs. a polished, professional video.
This approach increases your chances of finding scalable ad formats.
Final Thoughts
Testing Facebook ad creatives in 2024 is all about strategy, segmentation, and scalability. By isolating tests, focusing on broad audiences, and experimenting with bold variations, you’ll gain actionable insights to fuel your campaigns.
Remember, the key to success lies in iteration. Learn from every test, refine your approach, and let data guide your decisions. As you scale your creative testing strategy, you’ll position your brand to thrive in the ever-changing ad landscape.