No matter where you are and who you are ; Facebook is probably in your media mix. With one of the highest reach and maybe the most advanced automation social media platform for deterministic data ; the blue one is definitely a powerful channel you will need to master in order to find and keep a job ! But how to make your creative testing effective?
How Facebook account should be structured ?
Facebook went from a highly manual platform where I used to have thousands of campaigns to something really simplified and easy to setup. Indeed, when by the past It looked like this :
It now looks like this :
How come did it change that much ?
I am highly tempted to say It all began with the CBO and when Facebook did a strategic shift to mobile in 2018. Then, It was re-inforced by the learning phase introduced in 2019 and the structure for scale policy.
So, when I started user acquisition, I basically had tons of campaigns splitted in different subcategories of audiences to drive results. Then, Facebook decided that advertisers needed to simplify the account level campaign structure and highly advised the user acquisition manager to split campaigns per Tiers, trust the algorithm and simplify the ad account structure.
So how Facebook new structure drive me performance?
As Facebook gets smarter, creative gets more and more important. Indeed, more intelligence does not mean less creative and you actually see It with the amount of creative you can add on the AAA. Facebook expects the user acquisition manager to change less the setup of the campaigns but still aims to serve nice creative content to facebook users.
The optimisation of the algorithm is based on your bid x estimated action rate (50% influence) + User value (10% influence).
So what should be my creative testing flow?
As Campaigns get smarter, all what is not MAI need to be changed carefully if you are doing a proper structure for scale ad account structure. One of the common best practice is usually to test your new creative in MAI and duplicate the top performing (that get already a bit of engagement) into your existing AEO or VO campaign. Do not add randomly 50 new creative in your existing AEO and VO campaigns ; it will reset your learning and be a waste of time and money.
Another common practice I saw is to test in T5 markets creative. It is definitely cheaper and If It can give you insight I would encourage you to do It. However, your estimated action rate in T5 can be biais by the cultural market and you can potentially take the risk to get learning that are not applicable in your T1 Geo.
Last but not least …
Below, you can find the Facebook official creative testing advice. I think as all what is best practice you can take It or leave It. The best with the rules is that as a smart little human you can choose to follow or not them ! Good luck with your campaign and keep beeing creative 🙂
