Competition
Facebook ads are, by definition, a competition.
You are competing with other advertisers, bidding to have your ads shown to your ideal customers.
In any area in this competitive space, if you get lazy, its over.
Not only is every aspect of Facebook ads competitive, and should be treated as such,
But ad creatives are the most pivotal & important element of running a Facebook ad.
Why are creatives important?
Creatives are the new targeting.
Why?
Long story short, Facebook is making it easier to get your ads in front of your ideal customers.
Lower barrier to entry on reaching customers
= more people reaching them
= more competition with creatives.
With increase competition, AND the creative now also being responsible for targeting,
There has never been more reliance on the creative to produce a high ROAS.
The danger of complacency
“I’ve found a winning creative! I’m set for as long as my ads are running”
WRONG.
You should be aiming to have a good portfolio of winning creatives.
Even though one winning creative can get your brand amazing results,
And could even get good results for months on end,
There are tons of risks on relying on the one winning creative.
Let’s say it can’t get banned/taken down by Meta (which it could).
You face the risk of ad fatigue,
You face the risk of audience disengagement,
You face the risk of your ROAS plummeting (and you don’t know why).
I’ve seen this happen first hand.
A brand I did a consultation for showed me 2 creatives they were relying on,
That they had launched in 2019 and were still getting decent results from.
Until one day…
0.2x ROAS.
Yikes.
Testing's benefits
In any business, or any area of life, you should always reevaluate, reiterate, and try new methods.
Improvements are inevitable, and falling behind is unimaginable.
What does that look like in ad creatives?
Keeps you on top of advertising trends
Keeps your brand relevant and top of mind with your audience
Produces great content as ads for your audience, building up good will
The list continues from there.
The benefits are limitless.
Every client of ours who is testing new creatives (which is all our clients as of now),
Regularly discovers new ads that bring higher ROAS than they though possible,
Increased engagement with their audience,
Data that helps old creatives improve better.
Effective testing strategies
We recommend allocating about 10-15% of your budget towards testing.
Seems aggressive, but in the long run, gets you the highest ROI possible.
A/B testing can be useful for this, and you definitely want to make sure that you are using ABO when testing.
Test every element that you can think of, there is no parameters on what you should not test.
Whatever you do test, make sure that you give it enough of your budget to get good data on it,
But if it’s not producing incredible results, do NOT let it run for too long, hoping to see it produce better results later.
Test. Analyze. Iterate. Test again.
Even with all these logical reasons,
I get that it can still feel scary.
The client in the example was too!
Even after hearing all this, he took another 2 weeks to consider it!
(He eventually came around and was glad that he did!)
The sooner you learn from these points, and fear of this client, the better.
Once you start testing, if you are not already, and see what it does for your brand,
You will hate yourself for not starting sooner.
Keep growing, keep scaling!
Levi Das
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