$30M Optimization and Testing Framework – Facebook Ads

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We breakdown widely-popular frameworks for both Optimization and Testing used by Facebook media buyers that have spent well over $30 million in Facebook Ads. Use these frameworks to help optimize your Facebook ads and further introduce a level of testing required to improve performance across creatives and ads.

Facebook Ads Optimization Framework

  • 3rd party tracking software
  • FB revenue vs Shopify revenue
  • Offline conversions
    • Zapier or manual upload
    • FB matches the sale to the ad
    • Issue is duplication
  • Attribution Windows
    • View-through data available
    • Ads reporting tool
    • Conversion multiplier – 7 day-click 1 day-view / 1 day-click
  • Advantage+ shopping
    • automated approach
    • breakdown by audience type
    • exclude all current buyers
    • Tip
      • Cap budget based on buyers
      • Run 1-day or 7-day click attribution setting for optimization

Facebook Ads Testing Framework

  1. Test against a control
    • Iterations
      • headline
      • thumbnail
      • hook
    • Motion tool
      • Thumbstop ratio (3 second view / impression) vs Click to Purchase Ratio
    • Test with a variation without social proof
  2. Different video styles
    • In split-test: 1 ad per ad set
    • In same ad set: Let Facebook choose the winner
  3. Similar variations of a same concept
    • Hook, length, thumbnail
    • Dynamic creative – no more than 15 combinations (3 videos x 2 copies x 2 headlines)
    • Extract winning variations based on the breakdown of data
      • Timestamp of the ad -> take Post ID -> run as a regular ad