An easy ad iteration is taking your top performers, combining them into a new ad set and testing out

Key Concepts

• Ad Iteration: The process of creating variations of existing, high-performing advertisements to improve performance.
• ROROWAZ (Return on Ad Spend Weighted by Ad Zone): A metric used to evaluate ad performance, factoring in both return on ad spend and the specific ad placement.
• Bulk Ads Tool: Software designed to streamline the creation of multiple ad variations simultaneously.
• Airtable: A spreadsheet-database hybrid used for organizing and managing creative assets.
• Creative ID: A unique identifier assigned to each ad creative (image or video).

Iterating Top Performing Ads: A Detailed Process

The video details a specific process for scaling ad accounts by iterating on existing, successful advertisements. The core strategy revolves around leveraging top-performing creatives and systematically testing new ad copy variations. This process is significantly streamlined using a custom-built bulk ads tool, but can also be executed manually within Facebook Ads Manager, albeit with increased time investment.

The process begins with a centralized repository of all tested creatives. The speaker utilizes Airtable as this “master uploaded creative sheet,” containing a record for each creative tested. This sheet is crucial as it houses the “unique ID” for each image or video asset.

Step-by-Step Process:

1. Identify Top Performers: Within the ad account (presumably Facebook Ads Manager), ads are sorted by either “highest spend” or “highest ROROWAZ.” This identifies the creatives driving the most value.
2. Locate Creative IDs: The unique ID associated with each top-performing creative is identified.
3. Search & Select: This ID is then entered into the search bar within the bulk ads tool (or manually located in Ads Manager). The tool then locates the corresponding creative.
4. Ad Copy Creation: New ad copy variations are written – in the example, five distinct versions are prepared for testing.
5. Bulk Ad Creation: The tool’s script is initiated, which finds the selected creatives and automatically generates five new ads, each paired with one of the newly written ad copy variations.
6. Review & Launch: The newly created ads can be directly opened within Facebook Ads Manager for final review and launch.

Tooling and Alternatives

The speaker emphasizes the efficiency gained by using a dedicated bulk ads tool. The tool automates the process of finding creatives, associating them with new copy, and creating the ads themselves. The video demonstrates the tool’s functionality, showing the creation of five ads with five different ad copy versions in a matter of seconds.

However, the speaker acknowledges that this tool isn’t universally accessible. They explicitly state, “If you don't have access to a tool like this that lets you create ads in bulk, you can definitely do this with an ads manager. It just takes a little bit more time.” This indicates the process is fundamentally sound regardless of tooling, but the tool significantly reduces the time and effort required.

Rationale and Recommendation

The underlying argument is that iterating on proven creatives is a highly effective scaling strategy. By maintaining the visual element that has already demonstrated success and testing different messaging, advertisers can optimize for higher conversion rates and improved ROROWAZ.

The speaker concludes with a strong recommendation: “Either way, this is a strategy I highly recommend you test.” This underscores the perceived value and potential impact of the described process.

Notable Quote

“In my bulk ads tool makes this super simple.” – This highlights the efficiency gains offered by specialized software.

Synthesis

The video presents a practical, actionable strategy for scaling ad accounts. By systematically iterating on top-performing creatives and leveraging either a dedicated bulk ads tool or manual processes within Ads Manager, advertisers can optimize their campaigns for improved performance. The emphasis on data-driven decision-making (using ROROWAZ as a key metric) and the clear, step-by-step process make this a valuable technique for anyone involved in paid advertising.