Creative Optimization = Optimize towards conversions or CPA, instead of engagement
Setting up multiple ads with different creatives in a single ad set is a good way to test how your creatives resonate with your target audiences. Facebook optimizes ad delivery based on a complex model on which advertisers have limited or no control of.
Smartly Creative Optimization enables you to optimize ad delivery for your desired CPA goal or for conversion rates from impressions. Each day Creative Optimization will compare the CPA or CVR of your ads, keeps the better performing half of the running ads active, and changes the worst performing half of the ads. You can select your optimization goal, also for metrics outside Facebook, and how many ads you want to keep active at a time.
For best results, Facebook recommends limiting the number of ads to 6 or less. Using Smartly.io Creative Optimization, you can create more ad creatives and then keep the best 5-6 creatives active at a time based on the metrics of your choice.
- looks stats from the previous day,
- sorts ads based on CPA or conversion rate (= conversions/impressions) and selects the active ads from the top,
- of the active ads, keeps the best half, rotates the worst half,
- activates ads that have been longest away from rotation to keep the number of ads same
- newly created ads are prioritized over ads that have been in rotation earlier
- between ads that have never been in rotation, they are prioritized in order of creation time
How to use Smartly Creative Optimization
Creative optimization can be found under the Ad Rotation section in the Optimization tab of the campaign creation.
Test All Ads in the Beginning (Recommended)
If this option is selected, the first ads are paused only in the next creative optimization run (at midnight in ad account timezone), given that the ad rotation has been initiated more than 8 hours before it.
What if I choose to have an odd number of ads active at a time
The number of ads rotated will be half of that rounded up. For example, if the number of ads active at the time is set to 3, then each day the top performing ad will be kept and the other two ads will be replaced.
How many daily conversions are needed?
Each active ad should get at least 5 to 10 conversions (of the type selected as the optimization goal) each day for the optimization algorithm to work effectively. So each ad set should have a budget that allows it to get at least number of active ads at a time x 5 daily conversions. If that's not possible, you can use an optimization goal higher in the funnel that gets more daily conversions. The creative optimization will still run even with less than 5 conversions per ad, but the optimization goal should still be changed.
Which attribution window is used?
Smartly Creative Optimization uses your ad account's default attribution window.
What happens when I enable Creative Optimization?
If "Test all ads in the beginning" is selected, all ads in each ad set will be activated immediately.
If "Test all ads in the beginning" is not selected, we immediately activate the selected number of ads and pause others. The ads that are activated are oldest ones in the ad set (if the ads were created at the same time, e.g. during campaign creation, the order is arbitrary).
The first actual run of Smartly Creative Optimization happens the following midnight. However, if Creative Optimization was activated less then 8 hours before midnight this first run is skipped as the ads don't have enough data to make conclusions about performance.