The First Thing To Test With Your Ads
Apr 08, 2024I've always believed that the most important part of a Facebook Ad is the creative (the image or video).
And I still believe this to be true.
It's the first thing I test because a great image or video has the potential to stop the scroll.
But remember that a creative that looks like an Ad (and is too salesy) can actually cause users to report or hide Ads.
Images or videos that people scroll straight past or only glance at for a split second can cause high CPMs (Cost Per 1,000 impressions), leading to high CPCs (Cost Per Clicks) and therefore fewer eyeballs on your book(s).
So the creative needs to be eye-catching, yes, but also not look like a flashing neon sign saying "buy me" from the 1980's.
Once you've found some good images or videos, it's then time to lean into testing your Headlines and Primary Text.
The way I do this is with Dynamic Creative, relying heavily on Meta's algorithm to do most of the testing for me.
I'll start by testing Headlines and create a DCT (Dynamic Creative Test) with:
– 1 x Winning Image/Video
– 1 Piece of Primary Text (unproven)
– 2-5 Headlines (all unproven)
Once I find the winning Headline, I'll move on to testing the Primary Text.
Again, I'll use Dynamic Creative, and create a DCT with:
– 1 x Winning Image
– 1 x Winning Headline
– 2-5 Pieces of Primary Text (unproven)
Once I've got through this stage, there's a very high chance that I'll have a winning DCT on my hands.
If you're a member of Jumpstart Facebook Ads For Authors, you'll see part of this methodology explained in Module 5, in the lesson titled How To Test DCT Iterations.
I say part of because I'm currently shifting my testing process by a degree or two.
Rest assured though, that once I've got this new process nailed, I'll be creating a new module in the course explaining exactly how I do it.
For now though, start testing your creative, because this will help you see a noticeable shift in your results once you find something that really resonates.
To Your Success
– Matt
