Day 135: New Facebook Ads Creative Goes Live

Yesterday saw a noticeable drop. Sales finished at $613, which isn’t great.

Ad spend came in at around £452, which works out at roughly $608, meaning we basically broke even on the day. Five dollars profit isn’t really profit in any meaningful sense, but at least we kept our head above water.

Today is looking better so far. We’re at $713 at around quarter past three in the afternoon, so there’s a decent chance we can still finish the day at a reasonable level.

Early Split Test Signals

Before getting into the creative, I did want to touch briefly on the landing page split test. This has only been running for a short time, but I checked the numbers just before recording this.

Based on roughly 605 visits to each page, the control page is converting at around 3.9%, while the new pared-back, almost anti-design version is currently converting at around 5%.

That’s a big relative difference, even though it only looks like a couple of percentage points on the surface.

That said, I’m not drawing any conclusions yet. This test needs to run for weeks, not days, before I’d consider acting on it. But it’s definitely an interesting early signal.

Why I’ve Been Delaying New Creative

I’ve been putting this creative task off for two main reasons. The first is simply coming up with ideas.

The second, and probably the bigger one, is fear. When a campaign has been running well, there’s always that worry that touching anything will break it.

So my goal here was to add creative in the least disruptive way possible. I didn’t want to interfere with what’s already working.

What Creative I’ve Produced

All of the new creative is built around one consistent theme: showing the riffs clearly and cleanly.

Here’s what I’ve added:

Six static image ads, each highlighting a different riff and hinting at the overall volume and variety within the product.
Six short video ads, each around 15 seconds, showing individual riffs being played.
One longer video where all the riff clips are stitched together.

One carousel ad made up entirely of short video clips.

One carousel ad designed to mix static images and video keyframes.

In total, I’ve added six brand new creatives into the campaign to significantly increase variety.

How I Added the Creative Without Breaking the Campaign

This part is more important than the creative itself.

I

’m running a single campaign with the budget set at the campaign level. I did not touch the existing ad set at all. Instead, I duplicated the current ad set and added all of the new creative only into the duplicated version.

The original ad set continues to run exactly as before.

The new ad set now contains all the new creative. Because the budget is controlled at the campaign level, Facebook can decide how to distribute spend between the two ad sets.

My plan is simple. I’ll watch this for a few days. If I start to see traffic and conversions coming through the new ad set, only then will I consider turning off the original one. I’m in no rush.

I want continuity and stability above all else.

Right now, that new ad set contains 24 different creatives. That’s a big jump from where I was before, and it should help with frequency and ad fatigue, even if it takes a bit more spend for the algorithm to spread traffic evenly.

What Happens Next

For the next few days, I’m doing nothing other than watching. No tweaks, no panic changes, no overreacting to short-term fluctuations.

If this settles in nicely, my next area of focus will be lifetime value. I’ve already started thinking through some ideas there, but that will take a bit longer to implement properly.

I’ll talk through that thinking once I’m ready, probably later this week.

For now, the creative is live, the split test is running, and it’s a case of letting the data come in.