K atie c ouric

How Many Pieces of Creative to Test a Day?
You should constantly be testing and pushing yourself and your brand, but
how many pieces of creative to test per day depends on how many interests
are related to your brand. How many targeted keywords/interests can you
find to represent the audience you’re trying to build? If you only have ten
interests that are relevant to your brand, you’ll need more pieces of creative.
If your brand has a broader scope, you could potentially have two hundred
ad sets (to learn how to set this up, visit 
www.optin.tv/fbtutorials
).
If you’re an actor, for example, you could target not only those
interested in directing or producing but also people who like every single
film that resonates with their brand—and there are hundreds of potentially
relevant films. On the other hand, if your brand is related to sports, perhaps
there are only twenty relevant interest levels that could be turned into ad
sets. It all depends on the subject matter.
Using quotes and matching them with photographs is an easy-to-follow
model that I highly recommend starting out with. Once, I built a million
followers in two weeks for a nonprofit dedicated to protecting the ocean.
We targeted about twenty different interests. The creative was a quote
matched with an image of the ocean. I used ten images and ten quotes. Each
image was matched with one of the quotes and then each of those variations

---

was tested with between ten and twenty interests. We tested about a
thousand variations of content. The three most successful variations were:
1. A quote by marine wildlife conservation and environmental activist
Paul Watson that said, “The oceans are the last free place on the
planet,” with a photo of a woman paddleboarding next to a beautiful
wave;
2. A quote by oceanographer Sylvia Earle that said, “No water, no life.
No blue, no green,” accompanied by a video of one of my friends
paddleboarding next to a gray whale mother and her young calf;
3. A headline that said, “One of the many beautiful reasons to protect
our oceans,” with a photo of a whale’s tail sticking out of the water
before it dives deep into the ocean.
Testing one thousand variations allows you to learn. You will find that
even one little tweak to a word or to a background color can make all the
difference in the world. And although it may sound tedious, by duplicating
the ad sets you can create a thousand variations in under an hour. Build one
ad set and then keep duplicating and swapping out different interests. You
don’t have to build the quotes from scratch—just duplicate by changing out
slight variables.
To decide which ads to leave running, think about your goals. If your
goal is a penny per follower and all the ads are generating that result, you
leave them on. You always turn back to the equation “I want to hit a million
followers and I want to do it for ten grand.” If this is your goal, then you
need to hit a penny per follower. If the ad is not yielding a penny per
follower, you simply turn it off and try a new variation that gets the results
you’re trying to achieve. Remember to test and measure at scale as many
types of content as possible to learn what best resonates with your audience.
When I spent the month building a million followers, I would measure
—in real time—the response rate of which content got people to follow me.
I would test hundreds—and in some cases, thousands—of variations to
determine what yielded the best results. Every night at midnight I would
launch between a hundred to three hundred variations of content, and when
I woke up in the morning I would measure the results and set a new test for

---

the next night. Over the course of thirty days, I tested more than five
thousand variations of content.