#everything-marketing
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How much of total FB ad budget do you spend on creative testing? And do you drop new creatives in their own campaign and essentially manually force spend? Or drop them in our "winning" ASC, where it won't spend unless algo thinks it will perform well against our current winners?
Here’s the playbook the majority of our top spending media buyer partners follow for creative testing:
Broad Creative testing Campaign on ABO
• Run each asset at 3x in-platform CPA in daily budget and don’t evaluate for 7 full days
Pause poor performers and rotate in new creative
Scaling campaign - we see a mix of ASC/Broad
• Top performing ads from creative testing rotated in here and paused in Testing campaign
Key point: they only rotate in ads from creative testing campaign to scaling campaign if the scaling campaign performance has dropped recently i.e. the active winning ads in the scaling campaign start to fatigue
If for example, scaling campaign is performing against target, they do not move over the winning ads from the test campaign, they continue to let them run and scale them in the creative testing campaign
• This often means there isn’t a consistent ratio of spend between testing and scaling campaigns but they operate under the golden rule of media buying: ‘if it’s working don’t touch it’
@Kyle Gise so if my ASC scaling campaign has a CPA of $50, then run new creatives in the creative testing campaign at $150 per day?
Yep! Aiming for 3 conversions per day
@Kyle Gise Okay! Do you have minimum number of ads in the testing campaign? And what metrics do you use to decide to kill the ad or add it in to the scaling campaign? What if scaling campaign is maintaining performance?
No minimum really but wouldn't do more than 3 at that budget. Analyze lower funnel performance or the KPIs respective to campaign goal (i.e. if running an awareness campaign, look for cheap CPMs)
@Kyle Gise and when do you decide to kill the new creatives? if it doesn't match the CPA of scaling campaign?
@Kyle Gise One thing, are you testing these creatives in a DCT ad group to find the perfect variations in terms of text, headline and description or do you just throw the creative with the best copy in a non-DCT ad group?
@Natalie Bowman if the CPA is not in alignment/better than high performers in the scaling campaign. If it's slightly off might be worth running a few more days before deciding to kill it or move it
Great question @Adam Kuklovsky traditionally we've seen a mix of both
Throw 'em in, let them compete against each other.
Sometimes different mediums need to be separated like video and statics into two different broad campaigns.
You can run a testing and scaling campagin for organization where you promote winners that suck up spend to a winning campagin so other stuff gets more testing budget.
@Peter would you really want to let other stuff get more budget if the algo 1st decided it didn't deserve budget?
Depends on the objective of testing in general.
I’ve seen too many times where different formats aren’t spending much. Typically videos in a sea of statics.
Then when the videos are separated, they spend and do well.
@Natalie Bowman