Facebook Publishes New Guide to Testing Ad Creative, and Optimizing Response

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A new article on Social Media Today reports that Facebook has published a new guidebook to ‘Creative Prototyping’ which provides a range of notes to help guide advertisers in testing and optimizing their ad creative, and improving response based on each specific element.

The new 29-page guide is primarily focused on gaming advertisers, but there are some valuable notes and pointers that apply to all campaigns and verticals, and may well be worth incorporating into your approach. Here are some of the key notes from the guide:

“Creative Prototyping is a creative and measurement framework that involves conducting structured experiments with ad creative to drive success. Creative Prototyping is not a plug-and-play, pre-testing solution but rather a framework (Ask, Make, Learn, Adapt) designed for games companies who want to grow their business through intentional creative testing and learning.”

The first section looks at testing creative aspects, and how to isolate each to ensure that you’re getting specific results on performance:

“For example, understanding the effect of video length on performance is a learning that can be applied to all campaigns, whereas understanding the difference in performance between two creative executions does not maximize the opportunity to learn.”

Facebook also provides various flow charts and examples throughout the guide, highlighting how you can implement each testing process. While the guide is focused on game developers, the overall notes and pointers are relevant for all campaigns.

Facebook also outlines various case studies and examples to highlight each point, while it also details key design principles and testing criteria for your ads, and notes