When it comes to Facebook ads, it’s your creative that gets the clicks.
A successful Facebook advertising strategy hinges on the engaging copy and bold imagery you use to stop people from scrolling and get them to click on your offer. You have to know which audience you’re going after and what those audiences think about, are challenged by, and would want from a brand like yours. You have to create many variations of advertisements that speak to those audiences, and use multivariate testing approaches to identify which combinations perform best for you.
But how do you go about doing that, exactly? What are other companies doing? How do you know you’re testing enough? Creating enough ad variations? Spending enough or too much?
Nanigans’ new ebook tells you. Getting Creative: The Secret to Facebook Advertising Success gives you a run down the three most important elements of successful creative that gets people to click. You’ll learn:
- their fine-tuned creative ad process that reflects your brand’s identity
- creative best practices to follow
- how you should approach multivariate creative testing
- creative iteration based on performance
- how to scale your campaigns
Creative Facebook Ads: Testing & Iterations
While there are a number of great gems within this ebook (like: did you know refreshing creative at least once a week is more important for Facebook than any other channel?), it’s Nanigans’ attention to creative testing that makes it worth diving into.
A regular testing model is critical. Facebook ads are not a “set it and forget it” medium.
One of the major reasons people fail to test well is because it can be a bit overwhelming. There’s no end to the things you can test in your marketing but once you have all the necessary frameworks in place, you have to ensure you utilize multivariate testing to ensure that the ads that are performing “good enough” start performing incredibly well.
How do you do that? Nanigans outlines a three-pronged approach:
- What’s the goal for your creative testing?
- How much can you afford to test? The more variables you want to test, the more you need to a flexible budget. Nanigans recommends:
- How do you conduct an ad creative test? While it varies by industry, you should bank on approaching your testing thematically to start, and then drilling down into variations of that theme. For example, if you’re a travel company, you might focus on a theme that focuses on your price points, while another focuses on destination. From there, start creating different copy, CTAs and images to see how it affects performance at the ad level.
Nanigans’ Ad Engine optimizes this process, helping to minimize the inevitable stress and headaches created by doing this manually.
From there, how do you know how often you should change up your ad creative? This will depend on your daily spend, how many audience segments you have, and your campaign type. In general, Nanigans recommends the following:
So how do you know what’s considered high-performing creative? Nanigans shares benchmark data for Facebook Domain ads (also known as the ads on the righthand side), Page post ads (seen in the newsfeed) and Mobile App Install ads. Grab the ebook to see these benchmarks so that you know when it’s time to update your creative, and start diving in to ensure that the creative you are spending time developing is actually working for your business.