Facebook Ad Performance Boost

A/B testing can increase conversions by 161%+. Yet, most people don't know how to do A/B testing properly. Here are 10 copy elements you should test (and how to do it). From a $200M Marketer: Before we start... When running an A/B test, it's important to only test one variable at a time. This way, you'll know exactly what change impacted the metric you’re optimizing for. Various tips below pertain to landing pages, emails, ads, etc.  1) Headline Testing headlines is crucial as they directly impact how many people read the rest of your copy. You can test headlines by changing: - Tone - Length - Emotional appeal - Use of Numbers This will help you understand what catches your target's attention the best. 2) Call-to-Actions Testing CTAs is vital because it can lead to higher click rates & purchases. You can test headlines by changing: - Copy - Placement - Color & Design - Urgency and Scarcity This will give you insights into what combo of attributes drives the most clicks. 3) Value Proposition Testing different value propositions allows you to communicate what your product offers in a better way. Test your value props by changing: - Format - Benefits - Pain Points This will uncover the value proposition that resonates most with your target. 4) Body Copy Length Testing the body copy length helps you find the balance between information and engagement. This testing is made by comparing short-form copy and long-form copy. This experimentation will reveal the ideal copy length that keeps readers engaged. 5) Emotional Appeal Testing different emotional triggers allows you to tap into your target's desires and motivations. To test this, experiment with different emotions: - Fear - Anger - Desire This will help you create copy that deeply connects with your prospect. 6) Social Proof Testing different presentations of social proof helps establish trust and credibility with your audience. To test this, try different formats such as: - UGC - Testimonials - Case studies This will highlight the most compelling way to present social proof. 7) Pricing Strategies Testing pricing strategies helps you optimize your pricing model for maximum conversions. Test pricing strategies by offering: - Discounts - Bonuses - Financing This will uncover the pricing approach that resonates best with your target.   8) Storytelling Using storytelling techniques allows you to captivate your audience more easily. To test this, try incorporating: - Stories - Characters - Narrative arcs Into your copy. This will help you create emotion-evoking and thought-provoking copy. 9) Formatting Testing different types of formatting enhances the readability and scannability of your copy. Test formatting by varying: - Text alignment - Sentence length - Word styling (bold/italics) This will improve your copy's presentation & lead to higher engagement. ( #10 in the comments )

An Oxford study just confirmed what most of us have been saying all along: AI-generated ads can outperform human-made ones, but only when they don't obviously look AI-generated. The secret? Human refinement. The best marketing campaigns aren't purely AI-driven or entirely human-made. They're like pizza. Dough alone is just bread, toppings alone is chaos. The magic happens when everything works together. Want to collaborate with AI effectively? 1) Use AI for rapid ideation, humans for emotional depth Take your worst-performing ad copy and feed it into ChatGPT or Claude with this prompt: "Rewrite this to evoke [specific emotion: frustration, curiosity, nostalgia]. Use conversational language. Surprise me." It'll give you variations you'd never think of. Then your human brain picks the best concept and refines it until you think: "We'd never have written this ourselves." 2) Let AI spot patterns, humans craft the story AI's really good at combing through customer feedback, support tickets, and social mentions for trends. But humans make those insights into stories that actually matter. Say AI finds that most support tickets mention setup frustration. Humans craft that into: "Setup shouldn't feel like assembling IKEA furniture blindfolded." 3) AI scales the testing, you choose the winners Generate multiple variations with AI, but you decide which ones are worth spending money on. AI can create 50 headlines in minutes, your judgment tells you which 3 are worth testing. 4) You set the rules, AI fills the gaps Define your brand voice, values, and no-go zones. Then let AI work within those boundaries to fill content calendars, generate product descriptions, or create email variations. Platforms are making this easier: - Microsoft’s Ads Studio has AI-powered creative tools built into campaign workflows - Google Cloud rolled out AI marketing tools for personalized experiences - Or start simple with ChatGPT/Claude and the prompt above Stop thinking AI vs. humans. Start thinking AI + humans. Your move: This week, pick your worst-performing content. Run it through AI with a specific emotional prompt. Refine the best result with your gut instinct. That's how you make sure your marketing isn't just dough or just toppings, but complete, irresistible pizza. P.S. I'm team pineapple on pizza 🍕 + 🍍 = 🤤 (Sorry to my Italian friends! At least there's no ketchup involved... 😂) #hicm #AI #AIinAdvertising

According to an analysis conducted by Meta, campaigns experience a 40% drop in click-through rate and a 60% drop in conversions after four exposures to the same creative. In other words, each time your audience sees your ad, they become less likely to click on it. To combat this, follow these three best practices to maximize your creative within Meta’s bidding system: 1) Establish Creative Foundations: Optimize all creative for mobile devices and tailor it for specific audiences and placements to ensure broad and successful distribution. 2) Aim for Creative Differentiation: The more variations of your creative, the better. Achieve this through paid partnerships that place your ads in creators' feeds, format diversification from static images to videos and carousels, and message diversification to address different user value propositions and pain points. 3) Continuously Test Your Creative: Maintain a strong testing cadence to generate new ad variations. According to a Meta study, the fastest-growing advertisers test 11 times more ads per month than their competitors. Following these best practices is crucial for improving your conversion and click-through rates, driving up your Estimated Action Rate, and enhancing your bid quality.

I've seen some great results with social proof in ad creative and copy, really boosting CTR and ROAS in an ad account. Social proof ad creative concepts start with mining customer reviews. Here’s the exact process on how I mined reviews for Philosophy and came up with 3 hooks and reviews: 1. Identify Key Themes: The first step was to identify key themes and sentiments from Philosophy's customer reviews by product. I looked for recurring phrases or words that captured the customers' experiences with the product. 2. Craft Compelling Hooks: Once the key themes were identified, I crafted 3 hooks that were the most persuasive aspects of these reviews. These hooks were designed to grab attention and resonate with our target audience. 3. Select Reviews for Testing: After creating the hooks, I carefully selected reviews that best supported each hook. These reviews were chosen based on their authenticity & relevance that a customer could resonate with. Using the voice of satisfied customers through social proof can significantly enhance the performance of your ad creative. By mining reviews, crafting compelling hooks, and conducting rigorous testing, you can optimize your ads for maximum impact and ROI.

Our client spent 13 months building something Meta can't take away. Now they're generating 50M impressions at $4.02 CPM while competitors pay $20+. While your competitors cut TOF budget to chase short-term ROAS, we built a creator community that delivers brand awareness at 1/5th the CPM of Meta ads. Too many brands have sacrificed top-of-funnel investment to maintain ROAS targets, creating a growth ceiling as they continuously retarget the same audience pool. This approach is unsustainable as CACs rise and attribution becomes more challenging. Here's why our Creator Community strategy is the game-changer you need: 1. Generate millions of authentic impressions at a fraction of paid media costs 2. Create multiple touchpoints before a purchase decision 3. Improve performance of existing paid channels through increased brand awareness 4. Build mental availability that drives long-term revenue growth Our solution? A systematic approach to building a 1,000-person distribution network that generates consistent TOF awareness without draining your budget. How it works: 1. Identify and recruit creators aligned with your brand 2. Implement performance-based compensation to ensure ROI 3. Provide creators with creative briefs, campaigns, and challenges 4. Monitor and optimize creator performance from 1:1 coaching 5. Whitelist top performing influencer posts by EMV and Revenue By focusing on performance-based compensation, we ensure every dollar spent drives both immediate revenue and long-term awareness. Don't let short-term ROAS obsession limit your growth potential. Invest in a creator community that generates a new TOF strategy that builds a sustainable competitive advantage.

A few months ago I was on call with the CMO of a $25M+ brand. They had just wrapped up a 100 person influencer campaign. Guess how many were ROI positive? Seven. Just seven. This wasn't a failure of the other 93 creators. This was a clear indication something was fundamentally broken in how they did influencer marketing. We went through a simple 5-step checklist to that could be applied immediately. If you're a brand in a similar situation, here's how to go from "influencer marketing doesn't work" to "we need more creators!" 1. Introduce New Data Most brands model off of CPMs, never looking at actual performance. Use social commerce platforms to include actual conversion performance. Display it all against rates to sort by projections we actually care about: CPA, CPC, etc... 2. Measure Alignment Use this data to now measure actual alignment with your brand. Things like AOV, content relevance, messaging... The surface level connection is not enough. 3. Focus on Audience A creator's demographic matters less than their audience demographics. Look at the age, gender, geography of their audience. Plenty of creators that fit your demographic but have an entirely different audience demographic and vice versa. 4. Generate Creative Outlines from Creators Bring creators into the planning stages, letting them shape your creative outline. The right messaging and style is more likely to come from them than you. Then turn this into a content brief that provides direction but is not a script. Let creators do what they do best. 5. Treat Content as the Asset The reach you get from a creator is valuable, but the content they've created is far more valuable when used correctly. Setup whitelisting, repurposing to your own socials - get the most utilization out of every single video. -- Creator marketing works. But it's not 2017 anymore - sending product and seeing what happens is not a strategy. Dig in. Build the right strategy. Find the right creators. Let them do their thing. Maximize their content.

The Paradox of Creative Diversity vs. Creative Volume Creative diversity can't be measured. Creative volume can. That's the problem. We've fallen into a dangerous pattern in marketing: prioritizing what we can easily track over what actually drives results. When your CMO asks about performance, it's much easier to say "we're producing 5 ads weekly" than "we're focusing on creative diversity." One fits neatly into KPIs and OKRs. The other doesn't. Here's the hard truth: 5 similar ads take far less time than 5 truly unique concepts. But on paper, they count the same. As your team optimizes for volume targets, creativity suffers. Templates emerge. Visual and messaging patterns become rigid. Everyone celebrates hitting their KPIs while performance slowly declines. I see this constantly in accounts - Facebook feeds full of virtually identical ads with minor variations. Same layout. Same hooks. Same messaging. Just different images or headline tweaks. The result? Rising costs, dropping conversion rates, and the inevitable blame game: "The platform isn't working anymore" or "CPMs are just higher now." The real culprit? Creative fatigue from lack of diversity. What if instead of asking "How many ads did we make?" we asked: How many fundamentally different value propositions did we test? How many unique visual approaches did we try? How many distinct customer pain points did we address? This requires courage. You must tell your CMO: "We need to make fewer ads so we can make better ads." The key to performance isn't the number of ads you create, but how meaningfully different each one is from the last. What are you optimizing for in your creative process?

Watched the Episode 1: What's Working Now on Facebook & TikTok Ads? by Dara Denney & Savannah Sanchez. 👇 Actionable Insights: → Focusing on actionable insights in media buying and creative strategies. Creative Importance: → Emphasis on how creative content drives performance in paid advertising, especially in the wake of changes like iOS 14, Privacy Updates. TikTok Strategies:  → Savannah shares insights on what types of creatives work best on TikTok, highlighting the importance of native content that doesn’t immediately look like an advertisement. Studio vs. UGC:  →The hosts discuss their experiences with user-generated content versus studio-produced ads, noting a trend towards elevated content performing well in certain cases. The Power of Hooks:  → A significant portion of the discussion focuses on the importance of hooks in TikTok ads to capture viewer attention and drive conversions. Audience Engagement: → The hosts talk about the importance of understanding audience behavior and preferences over traditional targeting methods. Iterative Creative Strategy: → They emphasize the value of iterating on successful ads rather than constantly seeking new ideas, suggesting brands should leverage existing successful content. ↓ ➟ Creative is King: The hosts stress that in the current advertising landscape, creative quality is paramount. ➟ Native Content for Better Engagement: Ads that mimic user-generated content (UGC) not only capture attention but also enhance trust.   ➟ Hooks Drive Performance: The effectiveness of an ad often hinges on its opening moments. The hosts discuss various successful hooks that have proven & effective. ➟ Diversity in Content Types: The discussion emphasizes that a well-rounded advertising strategy should include a mix of UGC, studio-produced content, and still images.  ➟ Authenticity Matters:  Ads that come across as genuine and relatable tend to perform better than polished, traditional advertisements.  ➟ Iterative Approach to Ads: Both advocate for an iterative approach in creative strategies, suggesting that brands should analyze their successful campaigns and adapt ➟The Role of Founders: Incorporating founder stories into marketing strategies can add a personal touch that resonates well with consumers. Some of the Inputs ➜ UGC content can be very valuable if you know how to capture the trends & willing to try different things  ➜ Gathering customer language from real insights and developing scripts with AI and still proofreading and making edits is invaluable  ➜ Hooks plays important role if you exactly hit on the pain point, features and directly talking to their core issues  ➜ The way you gather winning cocepts and iterate based on what data is telling you makes the huge difference ➜ Content Diversity is becoming more and more important and still people don't utilize all the variations and formats of the ads #paidSocial #socialmediamarketer #facebookads #agencyowner #performancemarketing #aiforads

If I were the CMO of a brand hiring creators right now, half the budget would be gone tomorrow...and here’s why: Most brands rent attention. I’d invest in relationships that build equity. Here’s how I’d fix it: • Hire creators who can explain, not just post: If they can’t pitch your product in 30 seconds, they’re not selling—it’s noise. • Use creators as educators: They should teach, simplify, and convert—not just entertain. • Stop bragging about reach: If the funnel didn’t move, the campaign failed. Build a post-click plan: No lead capture? No retargeting? No nurture? No results. • Repurpose what performs: A viral post should fuel ads, emails, landing pages—not die on the timeline. • Boost with paid media: Turn creator content into high-performing ad creative. Extend its shelf life. Amplify what works. • Make creators part of the brand: Use their face, voice, and style across campaigns. Think landing pages, promo videos, and testimonials. • Go beyond the post: Webinars, social takeovers, event coverage, newsletter features—build momentum, not one-offs. • Split the budget smart: 50% into trusted creators who connect. 50% into amplification that keeps them converting. Most creator campaigns are short-term plays. The smart ones turn creators into strategic partners across the funnel.

If I was a consumer brand looking to grow my ad spend with Meta to $10+ million a year profitably, here's exactly what I would do: 1. First, go all-in on GenAI creative and Creators - There's a reason Zuckerberg mentioned AI-powered creative tools repeatedly in Meta's recent earnings calls. Meta's algorithms now heavily favor content that keeps users engaged, and their internal data shows GenAI creative + Creator partnerships deliver significantly higher ROAS than traditional approaches. 2. Build your GenAI creative engine: - Implement Meta's Advantage+ creative testing to automatically optimize variations - Use Meta's AI-powered image expansion tool to repurpose existing assets - Apply a dynamic optimization framework (test 5-7 new concepts weekly) - Check out Pencil ✏️ for creative at scale with Meta-optimized templates 3. Develop your Creator strategy (where Meta is incentivizing spend): - Identify 20-30 creators in your vertical with 50K-500K followers - Allocate 15-20% of your budget to Branded Content ads - Utilize Meta's Creator Marketplace for matchmaking - Set up an always-on testing framework with 3-5 new creators monthly 4. Maximize Meta's AI-powered targeting: - Transition 70% of campaigns to Advantage+ Shopping or App campaigns - Implement broad targeting with detailed exclusions rather than narrow targeting - Upload first-party data monthly for custom Advantage+ audiences - Use the Meta Audience Overlap Tool to identify new segments 5. Scale strategically with Meta's financial incentives: - Join Meta's Scaled Solutions program (requires $5M+ quarterly spend) - Apply for Meta's Creative Acceleration Program for subsidized asset creation - Request your Meta rep connect you with their "Media Partnerships" team for co-marketing funds - Leverage Meta's Commerce Partner Program for additional rebates 6. Optimize your measurement approach: - Implement Meta's Conversion API alongside pixel for 20-30% more attributed conversions - Set up incrementality testing using Meta's Lift Test framework - Create custom dashboards in Meta's Business Suite comparing performance - Try Haus for advanced attribution beyond Meta's native tool The reality is that Meta is making massive investments because they see internal data showing these newer approaches dramatically outperforming traditional ones. Their algorithmic changes now favor these formats, and they're directly incentivizing brands who lean into their strategic priorities. Questions? Fire away in the comments.