Far too many people have been taught how to do creative testing by people who focus on the wrong KPIs
People often use the wrong tools
because they misunderstand how the machine works
and have a myopic view of what success looks like
Scale your Biz, not your Ego
These are 100% Facts
Creative stops the thumb more than copy does
The average person swipes the height of the Eiffel Tower on a daily basis
The priority here is to align our strategy for creative testing with Facebook's business model
otherwise we're working hard to fail
We have to think about what we're doing in the scope of how our work impacts the environment we work in
To be fair, this way of testing ads WAS THE RIGHT WAY of doing things... back before oCPM
This is effectively the worst thing to do now
And the reasons why are not debatable
Even the best minds in creative direction would have to be right every time... for every brand... for every audience... every day... for every offer
That's just a ridiculous expectation
and not a scalable solution by any means
The machine knows more about its users than you
Data-Based Machine Learning platforms rely on not only volume of information, but also require that data to have integrity
When we use ABO and avoid DCTs... we are effectively making a concerted effort on keeping Facebook dumb
Is our Ego really more valuable than our success?
If 80% of our spend goes to ads that aren't good
How good do our winners have to be just to make up the difference in that waste?
Also, is investing that heavily in telling Facebook that you don't respect their users... actually good for your relationship long-term?
CPC doesn't matter
*when you scale this gets "worse"
CTR is a useless metric, I'd rather get a worse rate at a much higher volume
*when you scale this gets "worse"
If an ad got a 4 conversions
Does that actually serve as any sign it will work at 40?
None of these inform PSM
There is a big resistance to Dynamic Creative
Almost always by the folks who build their self-worth on being able to build "THE BEST AD"
But we have to know that a C+ operator with a smart machine & a proven process...
will beat an A+ worker doing all the work themselves
Every ad has its own learnings
A Dynamic Creative is an adaptive webpage where every iteration has its learnings compounded
Why not focus on having every single ad impression and iteration make every single following ad impression and iteration better be being more informed?
When we can spend the vast majority of our budgets on the best user experiences... we waste FAR LESS money
We also don't harm our relationship with Facebook at scale, which keeps our account costs low
Letting ads do the targeting & optimizing to the best business results WORKS!
This makes operations, decision making & data analysis extremely binary
This reduces the guesswork
...the stress
...the lack of confidence
Every decision within the Machine should be as easy and straightforward as possible
Nothing is higher confidence than the 3:2:2 method
Audiences became obsolete in 2018
Ads aren't randomly delivered to every user in an audience... that not how Facebook works... its not programmatic or search
Ads are shown to people based on trillions of data points, even if its the 1st impression from your entire account
Facebook is an oCPM environment
It's NOT SEARCH
... Email
... PPC
... SEO
You have to know what that means and focus on how that changes how we think and how we prioritize our efforts
Know the fundamentals
& avoid the FOMO of chasing all the out of context bad advice out there
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