We’ve had accounts where we implemented minor alterations, such as turning quotations from public relations into word art. And those ads have continued to perform well for more than two years. We’ve also had accounts where we retested a different variation with a storefront collection ad, with the video on the top and products beneath shuffling through dynamically from the product catalog, seeing great success. Both of those examples never would have panned out, had we given up after the first or even fifth try. But our persistence paid dividends for the client.

Please note, if you’re experimenting with a performance creative strategy, other people on your team (and even gurus who advise on best practices) might shoot your ideas down. Be prepared to use your grit to push through to the other side. Just because one person says your strategy won’t work, doesn’t mean it’s wrong. (Read our previous post on The Fallacy of Best Practices!)

Remember, failure is acceptable, and long as you bounce back and keep retesting new things. Besides, Facebook is constantly revamping their functionality anyway. What didn’t work last year or even six months might prove to be effective today.

We published a post about this if you’re up for more:

https://bit.ly/2w2jcn6

Hope that adds value for ya.

For example the two versions of the one sentence ad have a strong “sales” vibe which is always a turn off while the one paragraph ad takes a much more informative article style approach. I hope at some point you redo this test. It is a great idea and I am still grateful for the insight. There was still something to learn. : )

Hi Bertrand, as we mention in the conclusions section the take home message isn’t that a certain text length always work best. Instead the conclusion is that ad text can make a huge difference to CPA so always test and find out what works best for your business, some products will require longer or shorter ad text.

Using AdEspresso would definitely make it easy to rapidly test and analyse the results, if you aren’t already a customer perhaps take out a free trial and see if you can find the perfect ad creative for your business.