By Brad Bowman
Summary Notes
Finding top-performing unicorns among Facebook Ads can be difficult, but testing 20-50 original creative concepts can help. Creative fatigue sets in quickly, so pause & relaunch content after 8 weeks. Unicorns can take 2-3 weeks to reach maximum scale and typically last 10 weeks before fatigue sets in. Very large accounts can last up to 14 weeks. Moderating winners can help scale Weeks 2-3, and unicorns can provide up to 20% of total media spend.
Key Learnings
- 20-50 original creative concepts should be tested to uncover top-performing unicorns.
- Creative fatigue can set in as quickly as 10-14 weeks, so pause & relaunch content after 8 weeks.
- Unicorns can take 2-3 weeks to reach maximum scale, and may last up to 14 weeks.
- Moderating winners can help scale Weeks 2-3.
- Unicorns can provide up to 20% of total media spend.
- Summary Notes
- Key Learnings
- Maximize Facebook Ads Performance with Creative Testing and Re-Launching
- Maximizing Reach With Unicorn Ads
Maximize Facebook Ads Performance with Creative Testing and Re-Launching
85-95% of Facebook Ads fail, so it's important to test 20-50 original creative concepts to uncover top-performing unicorns. Creative fatigue sets in 10-14 weeks, so pause & relaunch content after 8 weeks. Moderate winners scale Weeks 2-3 but performance drops quickly, while unicorns can provide 20% of total media spend.
"We analyzed millions in media spend to craft the following suggestions."
Extensive research is necessary to develop reliable strategies for success in the ever-changing digital advertising landscape.
Maximizing Reach With Unicorn Ads
Unicorn ads can take 2-3 weeks to reach maximum scale and typically last 10 weeks before creative fatigue sets in. Very large accounts can last up to 14 weeks, and old winners should be rested for 8 weeks before relaunching.
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