Question

I have seen a local business ad libary & they have over 61+ different ads with mostly the same copy. Is it quite normal? I have a feeling that they don’t know what they are doing but just spending money to see what works. What are your thoughts?  

Answer 1

They could be using dynamic creative optimization. I wouldn't say they don't know what they're doing without auditing their campaign structure.  

Comments

@cybernetics This ☝️

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@cybernetics its not a dynamic ad because it will tell you in the ad libary if they are using that feature

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Link to the library please?  

Answer 2

Different targeting usually

Answer 3

They are probably extensively split testing. A top professional ecommerce campaign is normally 100+ ads when in testing mode for the first couple of months.  

Answer 4

I tested 120 ads in the first two weeks for a client.  

Comments

That budget must been immense :o

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@whish Like $500. You have to know what you're looking at so that you turn off what isn't working very early on. You have to look at the data holistically, because sometimes you can get tricked by cheap vanity metrics (clicks, CPC, etc), which ultimately don't matter if none of those people are buying. Also, I've seen CPMs as low as $1. 1 now, so testing can be quite cheap in this time because many advertisers have bailed. Now is the perfect time to test and/or build your top of funnel audience that you can retarget in 1-2 months with more purchase-oriented campaigns if your conversion rates are still too low right now. I'm sure CPMs will return close to normal in a few months.  

Answer 5

I have a tourism client with over 400 ads. It's not for testing, I strictly distribute content, the majority of the clients I work with have 50+ ads easy and that's not considering dynamic creative, which I use a lot.  

Answer 6

Why not just throw it all into a CBO and see what is working?