The fear of wasting money on ad spend is normally paired with the action of simply choosing not to launch specific content — because you think it will poorly perform.
But there’s a fundamental problem with this way of thinking. You are relying on your own personal biases of what you believe will perform best.
Facebook’s ad platform continues to make updates that are engineered to take human decision making out of the equation.
So it doesn’t matter how many podcasts you listen to or the amount of articles you read. Accumulating strategies on how you can outsmart Facebook’s algorithm is a waste of time — you aren’t going to win.
Instead, it’s about leaning into Facebook’s machine learning (ML) system to make creative decisions for you. How? By launching every piece of Influencer Generated Content (IGC) you have at your disposal.
In this article, we’ll cover:
- How to set up your ad account in a tactical way to launch mass amounts of influencer creative
- How to identify which Dynamic Creative Testing (DCT) campaigns are winning & how to scale them
- Scale or scrap: what to do with losing DCT campaigns
How To Set Up Your Ad Account in a Tactical Way To Launch Mass Amounts of Influencer Creative
Through product seeding efforts, you gain a minimum of 60-90 unique pieces of content each month — free of cost. When including the iterations that are able to be created off of these unique assets, you have yourself well over 100+ ad creatives.
But how should you launch all of this creative that you have at your disposal within your Facebook ad account?
- Should you pick and choose your personal favorites and dispose of everything else?
- Should you drip feed the content over the course of the next several months since you have so much?
Let’s unpack this more with a hypothetical scenario of launching 100 influencer creatives via 10 DCT campaigns with a Cost Cap bid strategy.
Setting up your Dynamic Creative Testing Campaigns
After your initial product seeding efforts, let’s assume you have 100 pieces of creative to play with.
With 100 ad creatives, you’ll have 10 Dynamic Creative Testing Campaigns to build out at the prospecting level of the funnel — as each one is able to hold 10 creatives.
Dynamic creative testing makes it easier to lean into the machine learning system. Why? Because your campaigns will deliver and allocate spend behind the creative, within each target audience, based on what Facebook believes will be the top performing asset.
Again, not what YOU believe will win, but trusting Facebook’s ML system to decide for you. The goal is to set up as many “pipes” as possible to allow Facebook’s ML system to find success.
For every campaign you set up, make sure you:
- Optimize for conversions
- Turn on Campaign Bid Optimization
- Set budgets up to reach 50 purchases per week for campaign optimization purposes
- Turn on Detailed Targeting / LAL Expansion
- Select Automatic Placements
- Use Cost Cap Bid Strategy
- Use naming conventions
All of these points are going to help you leverage Facebook’s ML system as efficiently and cost-effectively as possible with the launch of your 100 creative assets.
Campaign naming conventions
To give you some inspiration, our team uses the following naming convention for these initial 10 DCT campaigns:
“Kyn - DCT - Prospecting - CBO - CC $ - Insert Date - NEW SEEDING CONTENT’
Emphasis on “NEW SEEDING CONTENT”
We want to make sure the initial DCT campaigns use this naming convention to begin with, as it will change for each individual DCT based on the campaign “Losing” or “Winning.”
Why Cost Cap bid strategy?
Each of your 10 campaigns will have a Cost Cap set at a CPA in which your brand is profitable on the ad dollars being spent.
Typically, only 1-2 pieces of creative end up getting 90% of the spend within DCTs. Why is that?
It’s because only the influencer content that Facebook’s Machine Learning system knows is able to beat the Cost Cap in place will end up getting all of the spend. Rather than the poor performing ads that end up getting zero of the ad spend within these DCT’s as Facebook knows this content will not beat the cost caps you have in place.
Here’s a perfect example to illustrate this point in the thread below:
“The quicker we die to our prides, the quicker we’ll all become better media buyers” — Taylor Lagace, Co-CEO Kynship
How To Identify Which Dynamic Creative Testing (DCT) Campaigns Are Winning & How To Scale Them
Once you’ve launched your DCTs, you’ve got some ongoing decisions to make. It starts with consistently identifying which DCT campaigns are winning and losing.
As soon as you get into this rhythm, it becomes a lot easier to know where to scale your spend, what content to repurpose, and scrap what’s not working. Plus, you’re likely to have some fresh content to add into the mix from your continued influencer seeding efforts.
How to identify if the 10 DCT campaigns are winning or losing
The leading metric of success might surprise you — it’s spend.
- Not the highest ROAS.
- Not the Lowest CPA.
- Not Initiated Checkouts, ATCs, Outbound CTR …
Nope. It is spend.
With a Cost Cap Bid Strategy in place on each of the 10 DCT campaigns, spend is our leading metric of success when determining if a campaign is successful or not.
Like we mentioned before, if the campaigns are spending, Facebook’s ML system is determining that the creative within those specific campaigns will win at the current cost cap we have set in place.
If the campaigns aren’t spending, Facebook’s ML system is determining that the creative within those campaigns will lose at the current cost cap we have set in place.
Which means, the campaigns don’t spend any money.
How to scale winning campaigns
So if you identify a “New Seeding Content” DCT is receiving sufficient spend, you can swap its naming convention out for “Winning” DCT.
From there, we recommend you increase the budget on those winning campaigns as much as possible. By how much?
In order to keep your “Winning” DCT campaigns from reverting back into the learning phase and out of optimization, Facebook recommends increasing your budget by a maximum amount of 15% each day.
So if your daily budget on a “Winning” DCT campaign is $1000, make sure you don’t increase the budget that day by more than $150.
You want to avoid these winning campaigns going back into the learning phase at all costs! Scale as much as possible, but do so within these parameters.
So now you know what to do with “New Seeding content” campaigns that transition into “Winning” campaigns. What happens when a “New seeding content” DCT is NOT receiving sufficient spend?
Scale or Scrap: What To Do With Losing DCT Campaigns
This is what our team calls a “losing” campaign but for the naming convention, we avoid using this kind of negativity in our ad accounts.
Instead, the “New Seeding Content” campaigns that are currently losing will be re-labeled as one of the following based on what creative is replenished within that campaign:
- “Top performing content”
- “2nd Chance U”
- Or once again … “New Seeding Content” (Fresh content)
If a "New Seeding Content" Campaign ends up "Losing," all of the creative (10 pieces of content) within that campaign's DCT should get taken out and replaced by a separate set of content all together.
Once again, if the campaigns aren't spending, Facebook's ML system is determining that the creative within those campaigns will lose at the current cost cap we have set in place so the campaigns won’t spend.
So for the time being, we remove all of these assets from the ad account. But don’t completely bin them — they can be used later on with different ad copy to give them another chance at finding success.
So what content should get replenished into these “Losing” DCTs?
Let’s do a hypothetical walk through of an example together to help this all make sense.
Let's say out of our initial 10 "New Seeding Content" DCTs;
- 5 of them end up becoming "Winning" Campaigns
- 5 of them end up becoming "Losing" Campaigns
Let's also say since launching these initial 10 campaigns your continued influencer seeding efforts have generated an additional 50 creative assets.
With this in mind, you'll scale the 5 "Winning" campaigns in the way we've discussed! But when it comes to the 5 "Losing" DCTs, you'll take all 50 pieces of content within those "Losing" DCT ads and put them to the side for the time being.
How do we replenish these 5 "Losing" DCTs with new creative?
Within the 5 "Winning" DCTs you will identify creative that has surfaced as "Top Performing Content."
How? In the same way we identify campaigns as "Winning", we apply the same to identify creative within those campaigns as "Top Performing Content."
The creatives within your Winning DCTs receiving the most spend are your "Top Performing Content" creatives!
Now, let's hypothetically say you're able to identify 2 creatives within each of the 5 "Winning" Campaigns as your "Top Performing Content."
This gives you a total of 10 assets to repurpose into "Top Performing Content" Campaigns.
Quick Math Breakdown:
2 "Top Performing Content" Creatives x 5 "Winning" DCTs = 10 Total "Top Performing Content" Creatives
You would then take those 10 assets and replenish 1 of the 5 "Losing" DCT Campaigns (Remember each DCT ad is able to hold up to 10 creatives).
The naming convention of this "Losing" campaign would go from "New Seeding Content" DCT to "Top Performing Content" DCT.
So this takes care of replenishing 1 out of 5 of our "Losing" campaigns, but now let's take care of the rest.
In addition to identifying "Top Performing Content" creative within our "Winning" DCTs, our team also recommends identifying content within those same "Winning"DCTs, outside of the "Top Performing Content."
That will go into what our team calls internally: "2nd Chance U" DCTs. Within the 5 "Winning" DCTs our team then repurposes all of the content that didn't get any spend.
Why? Because all of those creative assets may very well still beat your CPA target. And these assets simply didn't receive any spend within the "Winning" DCTs because the "Top Performing Content" was receiving all of it.
For example, let's hypothetically say your cost caps are set at $50. Within your "Winning" campaigns your "Top Performing Content" is receiving all of the ad spend and is achieving a $30 CPA.
This means the rest of the content within those campaigns could still beat the $50 cost cap that you have in place. So it's worth repurposing that content into what our team calls "2nd Chance U" DCTs.
This does mean Facebook is determining the "Top Performing Content" creative will outperform the other content within the "Winning" DCTs. But it doesn't mean that other content wouldn't beat your CPA target and the cost caps you have in place.
So let's put it to use and repurpose those remaining 40 assets within the 5 "Winning" DCTs and use them to replenish our remaining 4 "Losing" DCTs.
The naming convention of these 4 "Losing" campaigns would go from "New Seeding Content" DCTs to "2nd Chance U" DCTs.
Quick Math Breakdown Part 2:
- 5 "Winning" DCTs containing 50 creative assets in total
- 10 out of the 50 creative assets identified for a Single "Top Performing Content" DCT
- 40 out of the 50 creative assets identified for Four "2nd Chance U" DCTs
So once again, we still have 10 DCT campaigns running within our ad account, but with different naming conventions and strictly scaling our "Winning" Campaign's creative.
These initial 10 DCT campaigns will no longer be labeled "New Seeding Content" Campaigns but instead:
- 5 will be re-labeled as "Winning" DCTs
- 4 will be re-labeled as "2nd Chance U" DCTs
- 1 will be re-labeled as a "Top Performing Content" DCT
If you remember though — we still have 50 new pieces of content from our continued influencer seeding efforts as well. All you do now is start the process from the top!
Let's get all of this content live into 5 "New Seeding Content" Campaigns. Giving us 15 DCT Campaigns in total now. Let's keep building out these "pipes" for FB to find success.
So once again.
When initially launching content, the naming convention will include "New Seeding Content" but will then transition into one of the following naming conventions:
- "Top Performing Content"
- "2nd Chance U"
- "New Seeding Content"
CREATIVE is the largest lever we can pull on to find Facebook Ad Account SUCCESS.
Remove Personal Biases & Lean Into Facebook’s Machine Learning System
It's all about creating as many "pipes" as possible for the machine learning system to work with to scale your paid media efforts. Scale what's working, scrap what's not!
You should never pick your personal favorites, or even try to make decisions on what content to use/not use based on historical data. Instead, you need to lean into Facebook’s superior machine learning system and allow them to decide what will be the winning creative.
As much as we may hate to give away such creative control, Facebook’s algorithm knows what’s up. Paid media serves as one of the best channels to extract the most value out of influencer marketing, which is exactly why it’s such a big part of our process.
Let’s team up and scale your influencer marketing efforts together!