#marketing-creatives-lp
Thread
Do you guys test creative on Meta with conversion goal ads or traffic ads? From what Ive read, meta will send the ads to different people depending on the goal type. However, conversion ads seem more expensive to test with than traffic ads. How does everyone go about this?
So, your thinking is logical, if you want to test creative, wouldn’t you want to see which drives top of funnel clicks? Well, the issue is the algo is so strong now, that the difference in a user who clicks vs. buy is easily identifiable by Meta, so testing at a TOFU level doesn’t really give you the data you want to see.
If your ultimate goal is purchases, then only run purchase conversion campaigns. Ofc purchases are more expensive because you will get purchases, clicks will only result in clicks in practice your click through rate will be like 10% with a click optimized ad and 1% with a purchase ad even with the same creative and targeting, because they literally optimize for just clicks lol. Only test with purchases ( if that’s your end goal )
There is NO correlation between a creative with a high click through rate in a click campaign and a creative in a purchase campaign that is getting a good CPA.
An agency I was talking to had suggested to me that it was cheaper to test the creative this way and that there was 80% correlation between creative that worked on traffic campaigns and that worked on conversions campaigns.
Well clearly you shouldn’t hire them