Jon is one of the top names in advanced Facebook advertising strategies. We went through his in-depth articles and guides, looking specifically for little-known insights on creating and testing ads on Facebook that generate huge ROAS (Return On Ad Spend).
Here’s what we think are his absolute best tactics for creating and testing Facebook ads to generate a huge ROI.
Tactic #1: Creating and Testing Facebook Ads for Better Performance (Including 2 Free Tools)
What Are Facebook’s Dynamic Creative and Creative Split Testing Tools?
Dynamic Creative allows advertisers to submit up to 30 creative assets (headlines, images or videos, text, description, CTA buttons), and Facebook will test different combinations to create the highest performing ad.
Creative Split Testing compares the performance of up to five different ads without audience overlap — allowing you to see which ad drives the most traffic, has the biggest reach, the most conversions, etc.
In the comments on both of Jon’s posts about these tools, readers expressed confusion understanding the difference between them and when to use which. Here’s Jon’s quick and dirty explanation:
How to Use the Dynamic Creative Tool
Here are two quick videos showing exactly how to use the Dynamic Creative tool:
Jon’s Top Insights About the Dynamic Creative Tool
With the Dynamic Creative tool, you’re only creating one ad:
“You can’t pick and choose which creative variations go with one another. As such, you’ll need to be sure that any creative variation you submit will work with any other asset,” Jon explained.
But you can figure out which assets perform best overall:
“It will be useful to know which types of text, images, videos, headlines, descriptions, and CTA buttons are the top performers so that you can learn from that information and apply it in the future.”
Jon reminds users you can find all of this info within your ad reports.
“You can now view performance by any of the following breakdowns: Image, Video, Headline, Text, Description, Call to Action, and Website. These options will not appear within Breakdown until you launch your first campaign with Dynamic Creative.”
Want to learn more about the Dynamic Creative tool?
Jon’s site offers a step-by-step tutorial.
How to Use Creative Split Testing
Here’s a short video showing more about creative split testing:
Jon’s Top Insights on Using Creative Split Testing
“One of the primary benefits of Facebook’s built-in split testing is the lack of audience overlap. Facebook will randomly determine who is tested against each variation. No exclusions necessary,”
Why is this so important?
“It’s a bad test by comparing results from two potentially very different audiences as opposed to randomly selecting people from the same audience. Are the better results due to the creative or the audience you are targeting? It wasn’t always clear.”
Use these tools together.
“This is a great new option for advertisers to help uncover the highest performing creative. By using this feature and (separately) the dynamic creative feature, advertisers are much better equipped to serve high performing creative.”
Want to learn more about Creative Split Testing?
Jon has a step-by-step tutorial on his site showing more about how it works.
Tactic #2: Running One Ad in Multiple Places
There are so many ways to advertise using the Facebook platform, such as Facebook feeds, Instagram stories, sponsored messages in Messenger, or the Facebook Audience Network.
And they each have different specs.
For advertisers wanting to create an ad campaign that runs in more than one place, this is a major hassle.
“Advertisers have essentially had two options:
- Create one ad set with multiple ad sets and roll with the potential issues associated with different placements.
- Create multiple ad sets for ideal optimization, creating one per placement.
“Neither of these options aren’t optimal. That’s why customizing creative assets by placement was needed.”
In late 2017, Facebook did just that — rolling out the ability to customize creative assets (images and videos) based on their placement.
Here’s what you need to know.
How to Customize Creative Assets Based on Ad Placement
“To utilize this option,” Jon explains in his post, “you’ll need to edit placements at the ad set level, rather than using ‘Automatic Placements.’”
This option is currently available for:
- Facebook Feeds
- Instagram Feed and Stories
- Audience Network (Native, Banner, and Interstitial)
Remember that customization is not just about size.
For video ads, you’ll need to customize the length, as well. The maximum length permitted varies via placement. For instance:
- Facebook Feed videos: 240 minutes max
- Instagram Feed videos: 60 seconds max
- Instagram Story videos: 15 seconds max
This change does not make things easier, but it can make your ads stronger.
One reader commented:
“Even if it doesn’t necessarily make life easier, this feature should yield better results for advertisers … Now that we can put a human touch on creative assets for each channel, we can harness the power of multiple placement optimization and ‘intentional’ creative.”
Want to learn more about how to customize your creative assets?
Jon has a full step-by-step tutorial on customizing creative assets on his website.
Also, check out Facebook’s Ads Guide for specs and technical requirements of each placement.
Tactic #3: How to Advertise in Messenger
In Jon’s Facebook Messenger Ads: A Guide, he explained two types of ads that use Facebook Messenger:
- Click to Messenger Ads — open Messenger conversations from an ad
- Sponsored Message — sends a message to an existing conversation
Since his post was written, Facebook Introduced Messages Objective For Facebook Ads. This allows you to start new conversations with customers.
Sponsored Messages and Retargeting
In his post, Jon explains how to use sponsored messages to retarget Facebook users who have already messaged your page.
Actually, this is the only way you can use sponsored messages. Facebook won’t allow you to use the feature to message new people. (Now you can use Messages Objective for that).
Jon recommends using sponsored messages carefully.
“You’re sending someone a private message within their Facebook Messenger,” Jon explained. “This is about as intrusive as advertising gets. That doesn’t mean you shouldn’t use it, but you should do so with caution … It’s good that you’re limited to targeting only those who messaged you before. That should cut down on the complaints. And if done properly and respectfully, you may get great results.”
So how do you use sponsored messages properly? As an example, Jon uses them to inform users about upcoming trainings:
How to Set Up a Sponsored Message
Remember: Sponsored messages will only work for folks who have already initiated a conversation with you, which is a “Custom Audience” you need to create.
Jon recommends limiting this audience to people who have sent you a message within the last 365 days — unless you receive lots of messages. Otherwise, he warns, this ad may be a small audience.
Want to Learn More About Advertising on Facebook Messenger?
Jon has a tutorial for how to create ads that encourage users to start a conversation in Messenger.
Or, learn more about starting a conversation in Messenger using the Messages Ad Objective.
Tactic #4: Despite Facebook’s ‘New’ Rules for Text on Images Rule, Keep Using the Grid
In 2016, Facebook rolled out changes to the much-despised 20% rule, which rejects ad images that are over 20% text-based. Except, the changes didn’t really help.
“Your ads will no longer be rejected for having too much text. However, the more text in your image, the lower your distribution and higher your costs. Images will no longer be broken up into a 5 x 5 grid. Going forward Facebook breaks down text density into four categories: OK, Low, Medium High.”
If your ad contains what Facebook considers too much text, it will limit your ad’s reach. And there appears to be no exact science behind Facebook’s assessment.
“The rules are now a bit more ambiguous. Previously, an advertiser who used a grid tool on their images would always know where their image falls (more or less than 20-percent). Now it’s a matter of Facebook determining whether the amount of text is OK, Low, Medium or High.”
Jon’s Advice: Keep Using the Grid
“These new guidelines really shouldn’t change anything for those of us who have been using a grid tool on our images,” Jon said. “If you have already been smart about limiting text, you should have very few surprises. There may be a feeling out period since the amount of text is being measured differently, but for the most part, those who have kept text low in the past will do fine now.”
How To Use The Grid
The grid is pretty simple. Break up your image into a 5 x 5 grid. You shouldn’t have text in more than 5 of those squares.
Since The Post Was Written…
No changes have been made to Facebook’s handling of text in images, but they did launch the Image Text Check tool, allowing you to see whether your ad’s reach will be impacted.
Should You Be Running Facebook Ads?
Facebook ads continue to be one of the best ways to reach highly-targeted audiences for your business. No other advertising platform offers the same level of segmentation. And when you add retargeting, the options for how you grow and expand your reach increase exponentially.
As with any marketing strategy, the more you know about a platform, the better results you can see. We hope this review of Jon Loomer’s tactics will help you drive new and better traffic to your site.