How To Test New Facebook Ad Creative The RIGHT Way!

0:00hi guys it's ben heath from lead guru and in this video i'm going to show you how to test new facebook ad creative there's absolutely a way you want to be testing new ads and ways that you don't want to be testing new ads in order to see the best results possible so i'm going to go through our exact process for testing new facebook ad creative in this video before we're going to touch on it really quickly ask you to smash that like button that'd be much appreciated and really help me out and of course subscribe to my channel if you are new and haven't done so

0:27already okay so i'm in an example um facebook ad account here and i wanted to quickly show you well well i'll go through this so we've got one campaign we have four ad sets and we have 16 ads now this is fairly typical of how we might structure a facebook ad campaign um now i say we've got 16 ads that won't be 16 different ads it'll be the same for ads across those four ad sets it allows us to test targeting options you know you keep the the ads the same so you can see which targeting options perform the best etc etc so this would be like a typical

1:00structure that we would likely um use in our facebook in our client's face we got accounts when we're setting up a campaign so let's say you've run this campaign it's been going a couple of weeks or a month or however long it's been depending on your budget then you come in and you can see that okay um let's we'll park the ad sets that's not sort of the purpose of this video how we test those but let's say we've got ad sets that we're pretty happy with we then go on to ads and we can see for example that we've got example as you can see in this here right we've got

1:29example add one example add two example add three an example add four we can see that perhaps example add four is just not cutting it it's not doing as well as the others now how do we assess that because i get questions about that a lot i basically always assess the performance of an ad around cost per conversion not around volume you may have one ad or one ad set that's producing a lot of leads a lot of purchase a lot of whatever it is but and then and then others that aren't hardly doing any volume and you might think i'll turn off the one that's not

2:01doing a lot of volume that's not the right way to do it go off cost which ones have your best cost per conversion pause the ones that have the highest cost per conversion so let's say example add fours just across the ad sets were too expensive the other ones were outperforming them and let's say the same for example add twos just across the board now i know this isn't always this neat sometimes in some ad sets you're going to see ads that perform better than others in which sorry you're going to see some ads that perform better than others and that's going to be different to what you

2:30see in the other ad sets in which case it's fine to optimize according to each ad set so you may end up with ad set two having add one and four on whereas ad set three has ad one and three on that's absolutely fine but let's say so this is the first step when we want to test new facebook ad created this is step one right is pausing the underperformers now we know that we don't want to have more than five ads live in one ad set at any one time that overloads facebook it's too difficult for their optimization process to test the variables and they really struggle

3:02okay so you'd pause in this example let's say example add an example three example i have one example ad three are performing really nicely we wanna leave those running happy days but four and two weren't doing quite as well absolutely fine this one happens all the time now when we want to add in new ad creative and this is the scenario in which we would right we've got two ads that we're happy with but why don't we add in two more to see what can produce the best results it may be that the fifth or sixth ad we add into this campaign smashes out the park

3:33improves the performance of everything and it's well worth doing so we've got example ad one example ad three what you don't want to do is edit existing ads okay i want all new elements within my facebook and instagram ad campaigns to learn under their conditions that they're going to be operating in if you go ahead and edit for example if you if you go ahead and edit example add 4 and put in a new image or a new video firstly i think facebook has a harder time with that because they tried to get great results with the previous version of the ad and now you've changed it so they're

4:10like is this a new ad how different is it do i need to put it in front of the same people different people i think it confuses things somewhat but also if you look at your data it's going to be difficult to work out what corresponds to what and it may not be at the time but when you come and look back at this in a month's time three months time six months time and you see okay example ad4 i know that we changed the creative in that three times we changed it on may 12th july 3rd august 15th you jus you see what i'm getting at here

4:39you can't just nicely go ahead and click on lifetime on the ad see how it performed and base future decisions around that because that's a very important thing to be able to see i want when i've been running a campaign for six six months let's say i want to see that the 25 ad so that we've run in there i want to be able to review that after six months and know exactly how each ad performed and then we go you know what looking at this over a six month time period we can see that video ads in this campaign do perform better that's what we're

5:06going to focus on in the future or we can see that ads with the focus on this particular benefit of this product or service they produce the best results and that's what we're going to focus on the future so being able to look back at historical data is very important if you change ads all that goes out the window right okay so very important that you don't edit existing ads what you should do let's say we wanted to we've got we're going to leave three and one live i would go ahead and in this case because there's four ad sets select all the threes click duplicate

5:38original campaign we want to duplicate it into this campaign you could for example duplicate these ads into another campaign which would be absolutely fine but not for not for these purposes right now go ahead and click duplicate and then change the name on these to example add five i've automatically when i click duplicate like that got all four selected and then i can go in and change you know to all four of those remember because there's gonna be four example ads five one in each ad set hopefully that makes sense here's where you go ahead and add in your primary text your media it'll copy everything across from

6:12your previous ad so if you've gonna use the same headline or the same primary text but you just want to change the facebook ad creative absolutely fine okay go ahead and do that and then you can go ahead and publish and set that up if we go back in here you can now see we've got a bunch of example ad fives and then we could do exactly the same if we wanted to add in another set duplicate and then we've got these ones that are going to be example add six so now what we would have then with this round of testing is we're going to keep

6:44all the ones and threes and we're going to test those alongside the fives and the sixes so that's another important thing to do when you're testing your facebook ad created is not to remove the previous best performers because you don't want let's say for example if we were to pause one and three that we know have done well so far or done the best at least and just run five and six what if five and six don't work then the results are just gonna drop off a cliff so you want to leave one and three running because if five and six don't work facebook will very quickly work that out

7:13they'll spend a lot more of the budget on one and three and your results won't drop off this this gives you a nice balance between going with what you know works best and testing and you can continually go through this process and gradually improve your campaign over time which can make a huge difference to your results and the profitability of your facebook advertising efforts this is the setup okay so we've just added in five and six i would want to give this usually at least seven days i want to run one three five and six as they are for seven days sometimes it might be more if you're operating with a

7:48small budget longer time frame sometimes it's going to be less particularly if you're operating with a larger budget but you want to give this a good amount of time for the new ads to go through the learning phase for facebook to then start delivering them for you to be able to see okay what is the cost per conversion or the cost per result looking like on these new ads versus the old ads then you come in and do the same thing again so perhaps after let's say two weeks of running these ads maybe a week we can see that you know what example ad6 did not cut it

8:20but example ad five performed really well example ad one continued to perform well but example ad three really dropped off these sorts of things happen okay so we go ahead and pause pause the underperformers we've got example add one example add five still going because they're going well leave the best performing elements live and then you could look to add in some new ads test two more for example and you know the title of this video is about testing facebook ad creative so the imagery videos slideshows whatever you could do the same process here with um headlines or primary text or other elements of your facebook ad

8:58campaign and that is the process that we go through it's fairly straightforward but there's some real points here you don't you know you don't want to get wrong you don't want to pause all your previous ads to test new stuff don't do that leave the best ones running you don't want to edit any existing ads always duplicate and run the new creative in the new ad so those are those are the two real major points that you need to uh to focus on and get right when you're testing new creative creative alongside some other stuff like giving making sure you give it enough time you base your decisions around cost per

9:31result usually cost per conversion not volume that's very important and then you go about as i said improving campaign and if you do this if you keep this up and do this for three months six months you can you know we've taken campaigns and reduced the cost per purchase by 80 percent by doing this because you learn at each stage you go hmm okay that ad worked really well why did it work well can we create ads that are like the one that did really well yes we can oh you know what this ad that was just like the one that did really well actually performed better than the one

10:03that did really well when we put it into the campaign fantastic how can we keep improving and if you pay attention and think and put the effort in on this really pays off this testing new facebook ad created and as we know ad creative is one of the most important parts of a facebook ad campaign it's what people see absolutely essential that you put time and effort into getting that right okay so hopefully this video has been useful before you go a couple of things i want to mention the first is our free facebook ads mastermind group so it's a free facebook group that you can join a link is in the video

10:36description below 75 000 plus members um amazing community full of people just like you facebook advertisers want to get better results from their facebook and instagram ad campaigns they're asking questions getting them answered i'm in there every day um i do free live trainings most weeks um really is a great place to be completely free link is in the video description below go ahead and and join and um and we'd love to have you other free thing i want to mention is a free webinar i've created called three killer facebook ad strategies to double or more your revenue and that webinar focuses all on the sales funnel and it shows you

11:12exactly how sales funnels work in detail which sales funnel you want to use for your products and services that's why there's three so you can choose the right one for your business very very important that often underestimated 60 70 minutes long um very much worth your time if you haven't watched it already go check it out link is in the video description and completely free and yeah if this has been useful please give it a thumbs up subscribe to the channel if you haven't done so already and of course comment below i see all the comments i i answer as many as i can but they're very helpful in directing me

11:44for new content in um showing me what you guys like what questions you've got so i can answer them in future videos all that sort of stuff so um yeah please get in the comments below thanks a lot guys talk to you soon bye for now