Over the years, we have experimented with multiple strategies to test new Meta creative as quickly and efficiently as possible. Most of our clients traditionally test creative by adding new ads into their Top of Funnel (TOF) campaign, allowing Meta to allocate budget behind each ad. However, this approach has several drawbacks:
Meta continues to push legacy ads that have already been tested and are performing well.
We have found that having around five ads live in each ad set is optimal for the average daily ad spend. Adding five new ads to your TOF campaign can easily exceed this number.
Reactively optimising new ads can hurt the overall campaign performance; it’s much better to do this in a separate campaign.
At Bambu, we use the following strategy:
Create a new ‘Creative Testing’ campaign with multiple ad sets using the same targeting, typically broad targeting. Set the campaign to Ad Set Budget Optimisation to easily control and adjust the budgets on the fly.
Within each ad set, run 5-10 ads, changing only one aspect of the ad. For example, a Wine client wanted to test a new call to action (CTA) on a winning creative. We set up eight ads using the same image but changed the CTA overlay on each ad.
After running this campaign for a week with a £20 daily budget, we analysed the results. Two of the eight ads achieved an outstanding 7.5% click-through rate, while the other ads averaged 3-4%. If we had tested these ads in our TOF campaign, we would not have achieved similar results due to the number of ads, budget, and presence of legacy ads.
This method allows us to quickly test and then move successful ads into our master TOF campaign, continuing their strong performance.
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