Marin shares How He got Facebook to spend money on different creatives.
As always in dynamic creative, FB was favoring one creative over the other but never to this extent.
I noticed that the winning combination had a close-up of the product as a thumbnail, which is our usual winning style of a thumbnail.
I wanted to test the other 2 videos considering they didn’t get any spending at all.
So created new dynamic creative, but this time I used a “winning” thumbnail from the first dynamic creative with a different video.
After 2 days I checked the breakdown.
Now that other video that was combined with a “winning” style of a thumbnail was getting over 90% of the ad spend.
Based on that – it’s not the video that FB is favoring and what’s driving the performance, it’s a thumbnail.
I told my reps about this test, they said we can chat about it on our next call, they can’t share detail in writing.
On the call, they said the algorithm doesn’t have the power of analyzing the video, that it’s the image/thumbnail that’s one of the most important factors.
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