Dynamic Creative & Estimated Action Rate
Why are my Facebook ads dying so fast?
Often when we talk about success with Facebook ads, we come back to creative testing
Creative testing is absolutely fundamental to success, because our ads do our targeting, that is a fact, that is not debatable
Every single ad
Has a post ID
This is the URL
Of that ad as a webpage
Facebook measures the click through rate, the stickiness, the bounce rate, and the engagement rate as well as the sentiments of user’s interactions with each webpage that you are promoting, as a Facebook post, as an ad
Much like how Google will show you the results to your search to give you the best experience…
Facebook shows you the content that you are most likely to respond in a proactive manner with
In this way, every ad creates its own lookalike audience, of users who want to see that content, and have given Facebook the signal that they will respond positively to being shown your ad
When we force ads onto people who don’t want to see them, their performance dies extremely quickly
The trick is to test creative in a way that allows you to produce content that people want to see, and produces desirable business results at scale
When you build individual ads and test them as individual post IDs
You are forcing a very high volume of bad experiences onto Facebook users, in the hopes that you get a few that are good enough to pay off for all of the bad ones, and then additionally scale good results with
The problem is, none of these ads communicate, and each one competes with each other to cannibalize your success while making you a worse business partner to Facebook with every dollar you spend
That’s just another reason that we use Dynamic Creative, with validated elements, to scale our relationship and opportunity with Facebook