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Facebook Ads gone Stale - How to refresh Creatives (16)

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Hi,

If your Facebook ads go stale, how do you refresh creatives ?

1. Do you kill the old ads and just start similar ads in same adset with new pic?

2. Do you duplicate the old adset, into a new adset in same/new campaign ?

I followed FB official advice to upload new creatives, in old adset and it fu*** my ads, basically.

Cheers and thanks

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If you want a proper refresh, duplicate the ad set.

FB pixel-based optimisation occurs at the ad set level so new ads within your ad set would use that data, which may not give you the reboot you want.

All other things like altering headline, image etc. are just matters of testing for you to decide upon.

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Hey Zeno,

thanks. The tip to duplicate ad sets in the same adset, actually came straight from FB.

I duplicated yesterday in a lot of old adsets, with meager results. You duplicate the adset to a new Campaign or old Campaign? I thought making use of that FB pixel based data, would be great, but it doesnt look like its working well.

Cheers and thanks

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The real question is: how can you refresh your creatives without getting your account smoked?

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@chaba Why would your account get smoked for changing ad creatives? Did i miss something...

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If you're running blackhat, changing your creatives is messing around with your account. It means you're going to get reviewed again, and that gives your account a chance of getting flagged

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Ok - running strictly whitehat actually.
Do you know best practice for changing creatives/refreshing campaigns? Duplicating in oldset with new pictures, fucked up the ads...

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@neta_oren not sure if you're doing the right thing - zeno told you to duplicate the adset. I have a feeling that you're duplicating your ads withing the running adset?

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Hey @fatcow

ja genau, der Account manager meinte halt Duplicate Adsets im alten Adset. Also genau was du sagst.

Du meinst es waere besser Duplicate in komplett neues adset und das alte Killen? In der selben Campaign oder neue?

Cheers und shoutouts nach Koelle

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Duplicate the adset, then make changes to the ads in the duplicated set . Once an adset has been created, in most cases it shouldn't be changed. The only thing you should be doing is pausing ads/the set if it's not performing well. It's easier to keep track of things if you segment this way. If you edit an adset's ads it will mess with your reporting / the display algo.

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Hi Bob,

thanks so much - so basically as Zeno recommended - contrary to what FB recommended.

Do you Create the new adset in a completely new campaign (since it doesnt matter), or same campaign as the old adset ?

Cheers

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Yeah, Zeno knows his stuff when it comes to fb! Give these guides a read when you get a chance:
http://stmforum.com/forum/showthread...el-Guide-to-FB

You don't want to clutter your account with too many campaigns, a new adset will suffice.

To drill things down further - fb will give the new adset a good shot at showing performance, then when initial results are seen fb will show slight favouritism to the adsets under a campaign that are doing better.

A very simplified version of the display algo goes something like this:
Campaigns (treated as an individual)
Adsets (linked to campaign, fb will optimize based on the better performing adsets)
Ads (and then based on better performing ads)

If you feel like your ads have been given a bad batch of traffic from the get-go or just general sub-par performance across the campaign ads, that's the time to create a new campaign.

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Hi,

Thanks so much Bob.

Yeah, Ive read that guide and looking forward to the 2016 one

Oh wow - Ok so far I have been creating a new campaign for each new adset to be honest.

Is FB optimizing the audience on campaign level too from past adsets? Meaning ads that should be seen by a similar audience/geo, would better be created in those campaigns?

Cheers

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It's not a huge issue, you can do it whatever way works best for you. If your ads work, they work. In some cases you can just get unlucky with the traffic fb starts you off with, meaning, the adset, and therefore campaign would have a lower overall rating within the display system.

Fb do give priority to some accounts over others, fairly confident fb rates accounts and takes the previous history / positive ad responses / other factors into consideration when choosing what ads to display.

No one knows the exact algorithms at work behind fb's ad display algos. One of fb's many secrets and for good reason - they need to have the power to manipulate click prices in their favour when quarterly earnings need a boost.

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From what I understand, FB's auto-optimisation (i.e. from pixel events) happens _only_ at the ad set level, and it does not currently factor in the revenue values that the pixel sends, surprisingly.

FB's exact algorithms are indeed a mystery but to be honest, knowing the exact algorithm right now would be a transient advantage - things change all the time, so its better to focus on meta properties that are certain to have a positive or negative influence (i.e. common sense that they will only be good or have no effect, or be bad or no effect).

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Thanks Zeno!

yes, all a big mistery. For everyone following this I can confirm from my experiences of fucking up a lot of adsets:

Do NOT refresh creatives in the old adset. Start new adsets, as Zeno said above.

Cheers

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