Facebook Advertising Testing Basics: Concepts vs Variations
- by Brian Bowman | August 30, 2017
- Facebook Advertising
- Creative Studio
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A high-performing Facebook advertising creative has the ability to greatly impact your campaign’s performance. In addition, a strong creative can increase your return on ad spend by 200%, and help you achieve your financial goals. Finding a winning creative, however, is not an easy task because 95% to 97% of creatives will fail at meeting your ROAS goals. As a result, heavy creative testing is necessary to reach winning combinations that sustain high ROAS. Hence, there are several variables that make a good creative: image, layout, image copy, size, calls to action and more. So, when testing creatives, there are two main approaches: new concepts vs variations.
Developing new concepts refers to the testing of brand new designs, not based on existing compositions. And, when testing different concepts, you are testing different layouts, designs, elements, and ideas. So, the winning new concepts will become the drivers of your campaign’s performance because once you have a winning concept, you can scale it rapidly and then create variations. As a result, try to focus on concept testing when you’re starting a campaign, and don’t have data on what works and doesn’t. Also, you should test new concepts when your existing ads’ performance starts to fatigue. We recommend you start testing 8-10 different concepts before you test anything else. Below, see examples of concept testing.
Developing variations refers to testing different versions of a winning concept. So, once you have tested your initial 8-10 concepts and found what works or doesn’t work, you can start testing variations of winning concepts. Also, variation testing can further increase your campaign’s performance by keeping a version of your winning concepts alive longer. Variations might include changes in color, image, video length, video/image size, layout and more. In addition, when testing variations, you should test them separately to make sure you can reach a clear conclusion and identify the winning factor. Below, see examples of variation testing.
Constant creative testing is imperative to maintain ROAS at scale and to continue to meet your campaign’s goals. But, even when you’ve found a high-performing creative that meets your objectives, it will eventually fatigue and decrease in performance. And, depending on your spend velocity, an ad’s lifespan can be 1-2 weeks to a couple of months, so it’s necessary to constantly test new creatives to identify new high-performing concepts you can scale before your ads’ performance wanes.
To make it easier for advertisers to develop and test fresh creative concepts and variations of existing concepts for images, videos, and ad copy, we’ve created a studio for Facebook Creatives. In our Creative Studio, advertisers submit short creative briefs explaining their goals, objectives and creative instructions. They receive creatives from our network of global designers and video editors, choose the creatives they want to run and pay based on the creative’s performance.
Does it work? For Glu’s Design Home App, we increased return on advertising spend (ROAS) by 70% from month 4 to 5, while spending 7 figures per month. Dasha Chipchay, User Acquisition Manager of Glu, said: “Consumer Acquisition immediately ramped design production using their Creative Studio. They rapidly created and tested multiple variations of new interior design video concepts and efficiently identified winners, that transformed our business month-over-month. We enjoy working with them and love their diverse creative capabilities. We highly recommend them to anyone looking to properly scale their Facebook user acquisition!”