Best bits from Charley's episode - full episode here on Spotify, Apple, and more.
Ever wondered how top brands streamline their advertising campaigns on Facebook? Are you curious about how to make the most your time and money with Facebook Ads?
We actually use an exciting example of how this method could be (and has been) utilised for a brand like Hexclad, Gordon Ramsay's cookware line. If you want to make your Facebook ads more effective and efficient, this is the episode you've been waiting for.
My guest Charley dives deep into the 3-2-2 dynamic creative method, a unique approach that lets Facebook decide the best combination for the end user, making your ad campaign work like a well-oiled machine. By using engaging content that already worked organically, we go over how this strategy can increase brand reach and fuel the sales funnel.
Enjoy this best bit! If you want the full ep, it's here on Spotify, Apple, and more.
Want more Ellen Ave? Head over ellenave.com now and subscribe to the newsletter. It's the best way to get everything.
Best bits from Charley's episode - full episode here on Spotify, Apple, and more.
Ever wondered how top brands streamline their advertising campaigns on Facebook? Are you curious about how to make the most your time and money with Facebook Ads?
We actually use an exciting example of how this method could be (and has been) utilised for a brand like Hexclad, Gordon Ramsay's cookware line. If you want to make your Facebook ads more effective and efficient, this is the episode you've been waiting for.
My guest Charley dives deep into the 3-2-2 dynamic creative method, a unique approach that lets Facebook decide the best combination for the end user, making your ad campaign work like a well-oiled machine. By using engaging content that already worked organically, we go over how this strategy can increase brand reach and fuel the sales funnel.
Enjoy this best bit! If you want the full ep, it's here on Spotify, Apple, and more.
Want more Ellen Ave? Head over ellenave.com now and subscribe to the newsletter. It's the best way to get everything.
And that 3-2-2 thing. Do you want to walk that through? So it's three creators, two copies, two headlines. What's like the sort of process of it. That's what takes like your approach of let Facebook decide, be real broad, let Facebook know it's best. This is like a really good, actual application of it. So how does it actually work?
Speaker 2:
So the way it works is dynamic creatives pair all of your ads together in a way to try to give the end user the best possible experience. So if you have three creatives, two headlines, two copies, you do the math, that's 12 total variations. Now you could make 12 total ads and kind of do it manually First off. That's painstaking and you're probably going to make a mistake. Lord knows, if I have to make 12 ads, I'm going to have a typo on at least one of them. So the point of that is when you build 12 ads, that data is being collated into 12 different files. If you look at it as like a folder on your computer, it's 12 different files. When you make it a 322 ad, dynamic creative, the Facebook is just looking at the folder itself, so it's not letting each. All the ads work in conjunction with each other and they're complementary in compounded value.
Speaker 2:
So you have in compounding interest in the data set versus cannibalizing each other, where the ad that works is probably the one that got a couple of good comments early or like had a nice like hook rate or something that has nothing to do with performance. The way we look at it is these creatives need to be. Ultimately, each ad needs to answer a question and really what we're doing is just breaking down elementary school science class. It's scientific method. I have a problem. So I have a video coming out on the channel, but I'm making an ad for Hexclad, the you know the pots and pans company, right, gordon Ramsay's cookware brand. So let's assume the problem is we're having trouble scaling because we're having trouble filling the funnel. Okay, so that's our problem. Our hypothesis is going to be well, if we use really engaging content that people really want to see, we're going to reach a whole lot of people and get them really interested. So that's going to kind of fill the file, okay. So then the video is.
Speaker 2:
I go to the organic social and I find, hey, there are three videos that kind of look similar Because I'm trying to solve the problem the same way. There are three videos where, kind of Gordon's being a, he's goofing off. They're kind of, you know, he's taking a piss at himself, he's just having a blast, right. He's like he's driving a forklift and like hit something or he's just kind of goofy, whatever it is right. They're like kind of fun, stupid little videos and they all basically have like a million views, cool.
Speaker 2:
So let's what? Let's find what worked and had like a million views that are all of the same concept, right, the concept is Gordon's kind of being a goof and they're highly public. So they look and feel the same, although the content itself is a little bit different. So now our hypothesis is if we run these ads that earned a lot of reach organically, where they're all kind of Gordon being a goof, we think that will get a lot of spend because people clearly want to see it, because it works well organically and, as a result, it will fill the funnel and let all of the other ads that kind of do some retargeting or stuff like that. It'll let them have more people to touch. So we're going to reach more people and let more people know that hexclad exists and get them interested.
Speaker 1:
Awesome.
Speaker 2:
So now the scientific method applies and like, okay, well, we have a control environment, our best ads and we're going to run this against that in a CBO campaign and they're saying, great, now the test goes live when we launch this, does it earn spend? And if it earns spend, does our bank account look better? And the answer is yes, awesome. We have an end and what we can do because we have the three creatives. If it doesn't work, we can say if any of the delivery was, you're going to have one or two things, either one ad is going to get all the spend or the spend is going to be kind of evenly spaced amongst all three. Now, if the spend was evenly spaced amongst all three, then you know it's not really the creative on why it didn't work. Like, just this is an idea doesn't work. Now, if all the spend went to one video and it did poorly, well, we can remove that video if we wanted to. Or we'd like, hey, no, this video isn't it Right, let's try another one. That'd be fair. Probably I would just turn it off and move on. But we have the choice. We can be very binary. Let's say we have seven or ten of them in there it would take forever. For us it's not well.
Speaker 2:
All three were even and one got a lot. It's probably going to be. One gets 80%, 70%, one gets like 20, something else gets 15. And you have no idea why. But when it's three it levels off or it becomes hyperbolic really fast. And the same thing happens in the copy. Maybe one headline gets 90% of the spend, or they're both even. If they're even, then you know, hey, the headline doesn't matter. If the copy's the same, cool, they're the same, and this copy doesn't matter, which means write two new sets of copy for the next test, because this clearly has no impact on performance. It was even. None of them were better than the other ones.
Speaker 1:
It didn't really move the needle at all. No clear winner yeah.
Speaker 2:
Yeah. So we have a binary choice. Did it get spent? Yes or no? If it got spent, did it help things out? Yes or no? And if it did, if it earned spend but it wasn't helpful, was one copy or one creative get all the spend in the world, yes or no? Or was it even yes or no? Like all the answers are yes and no. Logic trees yeah, and you'll be able to know that answer really quick. So the beauty of it is it allows you to just make what used to be an art form and, to be fair, I'm not saying the creative director's not important. Look, people are really good at making ads. When they use dynamic creatives, they're phenomenally better than me making an ad. I'm terrible at making ads.
Speaker 1:
Good at making them spend, though, oh, I'm good at that, absolutely.
Speaker 2:
So, yeah, that makes it just so easy. It becomes that there's objectively no reason to not do it, because ultimately, all you're going to do is, if it spends and makes your bank account better, then every iteration improves your situation, and as long as you're continually getting better, then awesome.
Speaker 1:
And then you have this next step as well, of when you find that winner. You put that into like a winning ad set or campaign a, but then you introduce new ones to test.
Speaker 2:
Yeah depending if you need to. I mean, if your target cost for a sale is 50 bucks and you're coming in at 42, just spend more money. The reason you were launching new tests is because you're not good enough.
Speaker 1:
If it's working, why fix it?
Speaker 2:
I think one of the biggest problems people do is they launch creative tests for no good reason. They try doing a landing page test for no good reason, like if the biggest problem you have is you have an untapped potential. Just have the potential spend more money Like job done. We'll come back next week.