Facebook Ad Manager and Google Ad Word’s auto-bidding sets and adjusts bids as needed to maximize results. Budgets also modify in real-time based on performance. In addition, Facebook’s value-bidding allows advertisers to increase their customers’ LTV. While lookalike audiences help advertisers find audiences more likely to take the desired action. Finally, DCO or Dynamic Creative Optimization lets advertisers run multivariate creative tests and thus identify winning combinations.
These advancements are driving better performance for advertisers because important decisions and adjustments about budgets and bids are made in real-time and based on real-time data. Also, as Facebook helps advertisers make profitable decisions on bidding, budgets, and audiences, there is still one important variable that Facebook advertising platform can’t help with yet: creatives.
Creative becomes the differentiator for performance and financial success. As a result, constant creative testing – copy, video, images – becomes imperative to an organization’s objectives. Also, a large volume of creative is needed not only to achieve but also to sustain ROAS (Return on Ad Spend). Because creative rapidly fatigue with increased spend and audience reach. Moreover, 95% of creative fail to outperform your portfolio’s best. So, even when having a high-performing creative, you need to think about replacing it. See the graph below to understand the need and results of successful creative testing.
Our team at Consumer Acquisition has created and tested over 300,000 ads spending over $3 billion dollars for clients across several verticals. As a result, we have created this white paper to provide ideas and guidelines on creative testing for mobile app installs and user acquisition campaigns in Facebook advertising.