Kuang emphasizes the importance of creative diversification, stating, "Creative diversification has been great for us. We’re trusting the algorithm and AI to find the correct audience." This represents a shift from manual guessing to algorithm-driven targeting.
Kitsch conducts extensive testing, saying, "We test between 50 and 80 new ad creatives every week, and at least 30% of our budget goes toward creative testing, allowing Meta's algorithm to optimize performance effectively."
The algorithm improves quickly, with Kuang noting, "It usually only takes between three and five days to determine if an ad is a winner." This rapid feedback loop helps in decision making.
Kitsch found that ads targeting an older demographic for their shampoo bars performed exceptionally well, leading to a shift in strategy: "We changed our ad copy and started featuring more mature models. This is one of our top audiences from a performance perspective."
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