Meta
Facebook ads is one of the most customizable platforms for UA out there. Despite the actions of Meta to limit the targeting options of the platform, we’re still able to do a lot of customization in the targeting.
Creative naming structure
This will be an obvious topic for many readers, but it’s a crucial one. I can’t even count how many hours of my life I lost just looking for the ads that I wanted to use in the campaigns. First thing before we upload a single ad to the library, we create a consistent naming across all creatives for all the channels. I recommend something short with unique identifier such as date of creation/upload. For example [creative name][dd.mm.yy.][format]_[dimensions].
Selecting the pages
When we run ads on Meta, there is always a page associated with the app. We can choose the page to overwrite the name of the app if we like. I’d recommend to keep the App name visible.
There were projects which we run only concept testing for. That means there is no app yet, usually projects like these are directly run under our account. We either create page on our own or the client does. I’d recommend to add at least 3 or 4 posts besides the profile picture and page cover to add some social proof to it.
Ad setup in App Ads
In ad setup we select the ad formats we want to use for this specific ad. We can also click on drop down menu “create ad” and select “use existing post” or “use creative hub mockup”.
Some well performing evergreen posts with already accumulated engagement are definitely good creatives to use in campaigns on regular basis.
Creative mockups might be useful in some cases when we would like to use the templates of the ads that we pre-built but it doesn’t help much in our creative testing workflow specifically.
Quick tip here, in order to avoid wierd looking ads, make sure you have at least 3 main creative formats – Square, Vertical, Landscape. Rest of the formats can be cropped quite well out of these 3.
In destination we can upload instant experience ads and playable ads. Add deep link if we want to take users to a specific place in the app.
Ad setup in App Ads with Dynamic Creative Optimization (DCO)
When creative optimization in Ad Set is on, Meta wil automatically create variations of the creatives we upload to the platform. Upload can be done via
DCO will allow you to use up to 10 creatives in total, together with 5 headlines and 5 texts. In order to easier navigate through the evaluation.
Quick Tip: Create a separate DCO ad for each format you plan to use. Separate DCO for videos, images etc. Use the same ad copy for all DCO ads.
Some well performing evergreen posts with already accumulated engagement are definitely good creatives to use in campaigns on regular basis.
Creative mockups might be useful in some cases when we would like to use the templates of the ads that we pre-built but it doesn’t help much in our creative testing workflow specifically.
Quick tip here, in order to avoid wierd looking ads, make sure you have at least 3 main creative formats – Square, Vertical, Landscape. Rest of the formats can be cropped quite well out of these 3.
At this point, you should be prepared to create an ad setup that aligns with your marketing goals.
See you at the next one!