Why your Facebook ads won’t scale

Many advertisers who run Facebook may have encountered such a situation: the effect is good when testing ads with a small amount, but once the budget is increased and the scale is expanded, the ads often collapse and can never be upgraded to a higher level. If you have tried many delivery strategy adjustments and still can’t save it, the problem may be with the ad creatives.
For a high-quality ad, the advertising strategy and audience are like a ship, and the ad creatives are its sails. If you want the ad to run well and long-term, both are indispensable. Some people will divide the ad groups into very small groups when running ads, and test different audiences, but the creatives are very thin, with only one or two. So if your ad can’t be improved no matter how you adjust it, you might as well test more new creatives.

How to conduct material testing?

1. Prepare differentiated advertising materials Before preparing advertising materials, we can first list the selling points of our products, and create corresponding advertising materials for different selling points. We can try various styles to find the most popular creative combination for users. If the content of your advertising materials is similar, it is easy to cause user fatigue and disgust, and the purpose of the test cannot be achieved.
2. Test settings In the advertising strategy settings, we can use the same audience to test different advertising strategies for different materials, that is, control the material as a variable to prevent deviations in advertising effects due to differences in other settings

3. Test cycle Generally, we need to give a new ad group a 3-5 day test cycle and give each ad group sufficient test budget to ensure that enough data can be collected. If you are worried that a certain ad group is too wasteful, you can also use the optimizer function of Yurikai to set custom rules to automatically close the ad when the ad group consumes a certain amount of time without conversion.
4. Review of test effect After the test, we need to review the effect of the material. In addition to the number of conversions, we also need to pay attention to the click-through rate of the ad. If there is a video, we also need to pay attention to the completion rate of the video. If some materials have a high click-through rate but a low conversion rate, we can consider adjusting the landing page. The most important thing in the review is to find out the most popular advertising format and main selling point for users. In the subsequent material production, we can create more creative materials in different forms around this selling point.
5. Update materials regularly. Material updating and testing is a long process. We must be good at using advertising spy tools, regularly pay attention to the creative advertising materials of competitors, understand market trends, and adjust our own advertising strategies and content in a timely manner. The material update cycle can be determined according to the weakening of your ad group. Don’t wait until the material is completely unable to run before creating new materials, because it takes a certain amount of time to test the new material. The old material is weak and the new material has not started to grow. During this period, the advertising consumption will drop sharply and lose competitiveness in the market.
   After the iOS 14 update, Meta’s data tracking accuracy for Apple users began to be greatly reduced, so compared with the previous precision delivery, the current Facebook ads are more suitable for delivery to a wide audience. When the influence of strategy and audience on advertising effect gradually weakens, the importance of advertising materials becomes increasingly obvious. Only better quality materials can have better advertising effects.