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Downloads / Materials

6 Month Follow-up

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Case Study Q & A

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Dynamic Creative Facebook Testing process (discussion starts at 44:52 in the Q & A)

Dynamic Creative allows you to test a lot of different ad creative ideas quickly, so it’s useful when you’re spending a lot of $ in a short period of time and burning through creatives due to ad fatigue.

Note: don’t use Dynamic Creative for blurb / cover testing etc. Only use Dynamic Creative for testing ads.

This comprises of two campaigns:

  1. A Dynamic Creative testing campaign (15 – 25% of the budget). Use the Traffic Objective / Campaign Budget Optimization / 1 ad set / your best aggregate audience of authors. News Feed Only. 1 ad, which is a dynamic creative ad with 3 – 10 images, 3 – 5 pieces of text, and 2 headlines (headlines have less impact than images / text). Make sure you turn off the option “optimize creative for each person” (this is at the ad creation level).
    1. After a round of testing is complete, turn off the ad set. Then create a new one (don’t create a new campaign) called “Round 2” and test your new images / text / headlines.
    2. You can retest images / text / headlines from the previous round that didn’t get 30 clicks, as well as new images / text / headlines.
  2. A winners campaign (75 – 85% of the budget). This does not use Dynamic Creative; these are just regular ads. Use the Traffic Objective / Campaign Budget optimization / News Feed only.
    1. Ad Set 1: the same best aggregate author audience that you used in the Dynamic Creative testing campaign.
    2. Ad Set 2: (optional) a retargeting audience of your author page engagement for the past 365 days, website visitors (pixel) for the past 180 days, and your newsletter. Can also add in any page engagement audiences other authors have shared with you.
    3. Ad Set 3: (optional) A 1% Lookalike of your Page Engagement for the Past 365 days (if you’re trying to scale aggressively)
    4. As you get winning combinations of ads from the Dynamic creative testing campaign, you place them in this winners campaign. Do not continually create new ad sets for the new ads; just put the new ads into the existing ad sets with the previous winners.

The core idea: you use Dynamic Creative to rapidly test a lot of creative ideas. Then you reassemble the best elements as single regular ads in your winners campaign (1st best image + 1st best copy + 1st best headline, 2nd best image + 2nd best copy + 2nd best headline etc.). Note that you can override these combos based on your discretion; maybe the 1st best image and 2nd best copy mesh really well together.

  1. Let the Dynamic Creative run for 2 – 4 days. One day’s worth of data will be unstable.
  2. Pull elements out that have 30+ clicks and are below or close to your target CPC (usually this target will be $0.20 – $0.30; this could be higher if it’s the middle of a high-spend launch or promo, however). Put them into the winners campaign.
  3. Make sure you don’t put images with covers and stock photos in the same campaign. The stock photos will almost always have the lowest CPC and as such hog the budget. If you want to test both, have separate Dynamic Creative testing campaigns and separate winners campaigns for each.