Facebook FLEXIBLE ADS Ultimate Guide (2024)

all right so Facebook decided to drop this new update and get rid of dynamic creatives completely just wiped it off the Facebook ads platform and then now we're stuck with this thing called flexible creatives so a lot of you already kind of know my structure when it comes to Dynamic creatives and how I test new creatives every week using Dynamic creatives and now that we have this flexible as creative now I'm getting a lot of questions of how leveraging it long story short I'm leveraging it exactly the same of how I was using my Dynamic

creatives I'm just doing it with flexible creatives so today I'm going to go over all the questions I've been getting related to flexible creatives I'm going over how I'm structuring things with flexible creatives and then also to more specifically like how to set all this up inside of your ad account so let's just dive right into it I don't want to wasting your time let's get started so number one we're still leveraging our same CBO campaign try to only have like one per account just depending on it's like one per business objective so like if

we're in like five different countries we have like one CBO per country if we have like a male part of the store and a female part of the store we have like a male campaign and a female campaign if we have like two drastically different products we'll have like one product per campaign but for the most part one CBO and what our main like two or three best sellers is like the easiest way to like you know just comprehend it for you guys so yeah here's our CBO campaign here's how the campaign structured just for

y'all Auction Sales again we're turning Advantage campaign Budget on so that way you know we're controlling the budget at the campaign level we're not controlling the budget at the adset level we want let Facebook have the freedom to spin on whatever adset is most likely to perform now as far as adsets inside again all we're doing is creating anywhere between two to three new adets every week where we're having one concept per adset and I'm I'm going to show you what a concept is in a second and one concept is three creatives that's three photos

or three videos it's not two videos in a photo or three or two photos in a video it's three videos or three photos and that just depends on the concept you create and what it needs to be visually articulated to the customer so here's a look inside the account as you can see like 111 114 117 these are all different concepts inside of the account right there now again concept is essentially our hypothesis and and what we want to create so you can see right here like here's 119 we're going after the fitness Enthusiast for

the desire to lose weight we're solution aware we're a stage three sophistication so we're introducing a new mechanism and then we're going to do a video ad for this and here's our hypothesis for it I'm not going to go over that hypothesis cuz quite frankly it doesn't pertain to this video but again every concept needs to have a hypothesis the Persona you're going after in that particular concept the desire the awareness sophistication all those good things so you can properly build this out next thing just reiterate one concept is three creatives it's either three videos

or three photos and should I do video or should I do photo all it comes down to is what do you need to visually articulate to the customer to provide belief to them that their your product will get them what they desire that's all you need to solve for right there now terms of the adset how that's structured we're doing website some people have success with website and Shop us personally we've just never had success with website and Shop it's not not not bad to put it on either it's just we just haven't really seen

any huge success with shops so we we still do website maximize number of conversions if you want to do these cost results bid caps whatever cool I personally just like to do maximum and just leave things Auto purchase regardless if you have zero data or you if you're spending thousands of day conversion event is always purchased and then we're doing broad targeting which is just age gender location this product can fit all of these but like let's say for example if you know specifically you do women then I'd put women if you know specifically it's

for men then do men if it's specifically for people 30 plus then I would do 30 plus and then if you have a specific location cool just put that in there so age gender location there's no detail targeting there's no look likes and we're doing Advantage Plus placements we're letting Facebook serve it wherever Facebook thinks thinks it's best now for the ad so this is clicking into 114 right here we actually just turned this off cuz it wasn't hitting the target CPA that we're looking for so here's 114 and then we can look inside of

here here's 114 right here so we're only doing one ad and that one ad is a flexible creative okay so create ad manual upload format flexible and then from here we're uploading three photos or three videos again just the depends on that concept we're uploading two copies one is a winning copy that's historically worked for us and then one is a new copy that specifically is for that concept and same thing for the headline one headline is something that has historically worked for us and the other headline is something new specifically for this concept and

again it's going to be three creatives either either three videos or three photos and those three videos are going to be either three videos with a different visual hook so all you're doing is changing that first 3 seconds with the same body so the rest of the video and the same text hook text Hook is the thing that goes on the screen the first 3 seconds or you're going to do three videos with a different text hook with same body and same visual hook so pretty much the whole video is the same the all the

visuals the rest of the video all that you're just changing the text hook in the first 3 seconds for each of those videos I personally always do this where we do the same text Hook and the same rest of the video and we just change the visual hook of the videos for each one and then same thing with the photos three exactly the same photos with a different text hook on each or three photos with all the same text hook so I'll show you examples here in a second so here is three photos with a

different text hook same thing would apply for a video right where the whole video is exactly the same you're just changing that text hook in the first 3 seconds I rarely do this this is like more where we're trying to iterate on something and that's exactly what we're doing right here but 95% of the time it looks like this where we have different visuals all with the same text hook and same thing goes with video right this would just be like the visual hook right here the rest of the video is the same the text

hooks the same for the beginning of the video it's just different visuals in that first 3 seconds this is why I do 95% of the time cool so that's how I set this up and then what a lot of people have asked now is well Nick how do you see like the winning variation to be fair I don't really care like all I look at is I put something testing and then I'm I'm looking at this result is this hitting the target kpis I'm looking at or is it impacting overall performance to where I can

spend more or is it hurting performance that's the only thing I care because then I can go mark my hypothesis as hey it works or hey it doesn't work that's it that's all I'm worried about I don't give a about all these variations and these little breakdowns and all these little data cuz that doesn't give me really anything you know to like work with right but for those people who do want to see that all you click on is when you're in the ad level right here when you're on the ad level just click on

this little button right here and then go down to see Facebook post with comments you can see the Facebook post with comments right here and this will get you your best performing variation and just to further kind of like prove that this has 28 reactions to this thing right here and when I go here and see the engagement on this particular ad it has 44 reactions so about 2/3 little over 2/3 is specifically on this variation what does that mean to me that means to me that Facebook is spending majority of the budget on this

so this is my winning variation cool now I at least know what is the key what I would say like you know messaging that works right from there and if I want to pull the post ID all I could do is when I'm previewing with Facebook post comments here you just copy this back half right here that's highlighted in yellow pfb all the way down and that's how you can pull the post ID if you want now as far as us we're just letting this run right like I'm not moving the post IDs I'm just

having like basically a campaign where I have a couple different DCT and then I'm just turning off the ones that are not impacting the business so like let me give you a great example here pretty much everything from 117 to down we've been running these for about four or 5 days they're not getting majority of spin so and they're not positively impacting the business right so I'll turn all of these off yes this has a $9 cost per acquisition and a $2 right here a $3 cost per acquisition but it's not getting majority of Spin

and that's four extra purchases every 30 days right here and barely any spin so I'm just going to turn those off I'm looking at things that's getting majority of spin like this and impacting overall performance that's what I'm looking for right there now let's go a little bit more how many per week to test go over a couple questions that I commonly been seeing as flexible creatives so our goal is we pretty much want to launch everything on a Monday and then we want to let it run for seven days right why because some accounts

do better on the weekends and some accounts do better during the week I like to give every concept basically that whole Facebook cycle because Facebook goes through different Cycles throughout the week and all I simply want to do is launch two to three new Concepts so again one concept is one adet and I just simply want to launch two or three at a time and let it run for 7 days we launched a little bit more during this period of time right here and that was just cuz we were kind of more like a little

crunch period right there trying to get something going we're only spending a couple hundred a day right here but for the most part I only want to Simply have the goal of launching two to three on a Monday yeah there might be some situations we launch a little bit more where like we're in a situation where like performance isn't good for a client and we need to hurry up and try to find something so we'll push it a little bit more but I don't recommend that right because then you start making mistakes you start putting

out less quality that's all things that become an issue and then the second thing is you know all of these Concepts we're creating right like we're basing it off research we're really taking our time to build a good hook applying all the marketing fundamentals I teach you writing a really good script getting the visuals filmed correctly and launching 10 12 Concepts a week the reality of those being quality and built upon all of these things that I teach is going to be very low and you're just kind of throwing things and see with sticks and

you're going to test a lot you're going to do a lot of activity that makes you feel good but the reality is is just you're just going to test a lot and burn a bunch of money so yeah two or three per week is the goal some people can do a little bit more because they have such a very large team that they can afford to do all those things correctly and make sure everything's built of quality because again the more quantity the lower the quality drops we want to shoot for a couple Quality Concepts

a week and that's going to give us that bad probability of us hitting performance next one is just simply leave on the dcts or the flexible creatives that simply like leave that asset on if it's hitting overall performance it's helping improve revenue and spin leave it on you want to cut the ones that do not spin so like in this example right here let me scroll back up pretty much we left these on for the last 7 days we're cutting all these off they're not impacting performance at all they're not getting significant spin I'm cutting

all of these off right here and then also cut off any ones that spin with negative impact on the business so if I launch something and my goal is to leave it on for 7 days but like I'm on day two and it takes overall spin but it's severely hurting performance then I'm going to cut it off I'm not going to let it run for 7 days if it's taking overall Spin and severely hurting the business so let's just be fair for that now how do I scale flexible ads well I just go and I

increase the budget on my CBO campaign that's it I don't duplicate the campaign I don't duplicate the DCT into or the flexible creative into another campaign I just simply increased the budget by 20% on that campaign and you can do this every day that's it now do I need to create a new P campaign to test new ones I don't know why I get this question so much times no like here's the campaign we've been working on the last 30 days we've tested 17 Concepts in here or 24 Concepts in here here's 124 right now

again we've been working on this account for a period of time now it's not just 30 days so we tested a lot of Concepts in here we just keep working on the same campaign there's no reason why you need to duplicate the campaign there's no reason why you need to duplicate the concept into another campaign just keeping the same campaign simple as that okay what happens if you're not getting any spin look long story short your creative sucks simple as that if it's not getting spin like these right here these all suck the ones we

tested and I'm perfectly okay with admitting that because Facebook's giving me the data all right Facebook doesn't care how good they look or how much money you spent in building that creative it cares about you building things that resonates with their customers aka the people that are scrolling through on Facebook that's what they care about and if it's not getting any spin it sucks you need to go rework your hypothesis you need to go rework how you're building these creatives and go do more research to better understand how your position is product in the marketplace

and if you still can't get that through your head you can add A5 to $20 a day minimum spin you know like if you're spending like $100 a day you could do like a $5 a day minimum spin if you're spending like $1,000 a day you do like 20 just keep it low right we're not trying to push a lot we're just trying to put a little bit to nudge it forward that's it now if you're not seeing any results with testing new ads again your inputs create the outputs you want the creatives you input

into that ad account create the results create bad ads create bad results bad ads is going to show you the data all right like like I said I'm perfectly admitting okay these ads sucked because they didn't get a lot of spin I'm totally pay off emitting that I don't fall in love with the creatives in terms of oh I I spend a lot of time on this and I invest a lot of money in this it it's got to work I got to put a bunch of money in it like I don't give a about

that it's okay cool we tested it it didn't work okay cool we need to go rework how we're thinking about these creatives and how we're thinking about these ads because clearly the way we're thinking about this product and how it fits in the marketplace right now is not the right way and you know just cuz it's high quality that doesn't mean it's a good ad it just means you spend a lot of money and an ad that's it and guess what if you test it and doesn't work well cool you just spend a lot of

money and your hypothesis didn't work that's fine move on and the last thing I want to just drive in your head flexible is just a way to test the creative flexible does not increase performance a lot of people think the way they test the creative is going to increase performance no it does not it's just simply a way to test it it's like you going build a house today and you know nothing about building a house at all and you go and you go buy the most expensive Hammer at the hardware store and then you

just start hammering wood and then you realize well I don't know what I'm doing stupid hammer and you throw the hammer away and go try to buy a new Hammer at the store because this Hammer doesn't allow you to build a house that's exactly what you guys look like when you're like well I need to try another way to test creatives cuz these flexible creatives are working it's like why does it not working well they're not getting any spin well let's take a look at the creatives yeah your creatives are dog no wonder why it's

not getting any Spin and again look this is an account that we're working on right now I'm perfectly okay with admitting that I'm showing you what I would say technically is not a success right here you know we found 111 got some pretty good Spin and it's beating all of these others right now but we still have more work to do this account and I purposely picked this account to show you guys hey not all accounts are perfect and that's okay because that's why I teach the things I teach so it gives you tools and

confidence of how to turn an at account account around give me a couple more months and this account be rolling so if you want to learn more about how to actually like build those creatives and be more what I would say more efficient and build things off confidence then definitely check out the advanced Facebook ads guide on my channel it's a four-part series where I teach all of these key marketing fundamentals that you need to understand to where you can build creatives that convert and build build creatives that take a lot of spin they drive

customers to your store you know I spent over a million dollars a month on Facebook ads and yeah we have some accounts you know we have another account right now where they doing $100,000 a month when they came on board and now they're doing $350,000 a month all we did was find one or two new creatives built off these same fundamentals we have other accounts that we've txed in spin building off of these fundamentals and I have case studies all over my channel around this I have other accounts where you know they were doing 150

160k a month and then we able to get them up to about $2 to $3 million a month in Revenue Simply Built off of these fundamentals and guess what they're all literally free on my YouTube channel not trying to sell you so thank you so much for watching make sure you the like button hit that subscribe button for new videos every Monday Wednesday and Friday and with that being said you have a good rest ofall day peace out