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How To Optimize Your Ad Creatives?

DimNiko | How To Optimize Your Ad Creatives?

As you already know, Facebook Ad Creatives are an essential part of your ads nowadays. They’re what stops your audience from scrolling in their feed. But do you know which creatives work best at each stage of the funnel?

Read More: Where to Get Ideas for Your Ad Creatives

First, it’s essential to identify which types of creatives perform best. Not all the accounts need the same ones. We want to give you some tips and ideas on what you can use:

TOF – Top of the Funnel

The primary purpose of the top-of-the-funnel creatives is to engage your audience. As we are targeting new customers, we need to be super engaging and eye-catching at this stage.

Below are some elements that should be included in the TOF videos. Not every single niche will consist of all the details below, but it’s essential to have as many as you can.

  • Show your products’ features and explain how it works.
  • Highlight problems/issues that your product will solve. Draw emotions from your customer.
  • Show your audience what they are missing out on by not having this product.
  • Highlight the benefits of the product.
  • Include photos and videos from your customers using your product.
  • Showcase many products of a collection in one video.

Make a problem-solution video showing the benefits of the products, social proof, and a CTA at the end.

MOF – Middle of the Funnel

The main goal of the middle of the funnel creatives is to build trust. Encourage people to buy. Use user-generated content (UGC) and trust-building content about your brand. At this stage, we are targeting people that have engaged at the top of the funnel.

Use user-generated content at this stage. It’s based on content that was filmed or photographed by your customers. You can create content for MOF yourself with the help of friends or family, and it will still convert.

To make converting MOF videos include the following:

  • Unboxing Videos – Showing how the product gets delivered. Show the brand experience.
  • Reaction Videos – Show people’s reactions to receiving the product themselves. Capturing the excitement from these moments is super engaging content.
  • Competitor Review Videos – Show your product versus a competitor’s product. Show the person on camera talking about why your product is superior vs. a competitor.
  • Product in Use Videos – Show different angles and features of the product.
  • Full Product Experience Videos – These are videos from the customers of how they receive the item. Talking about the brand experience

Why do they buy the product
What made them believe it
How it compares to competitors
What they love about it
How it solves a problem for them
Highlights the key features and benefits
Them using the product for its intended use.

BOF – Bottom of the Funnel

At the bottom of the funnel, creatives’ goal is to drive your audience to buy. Make use of user-generated content and trust-building content about your brand.

Target people that have been to your landing page but never purchased your product.

This is different from your MOF ads.

You can test dynamic product ads (DPA). Generally, work well as they’re showing the products again.

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How to Properly Test Your Android Users

DimNiko | How to Properly Test Your Android Users

After the iOS14 update, we’re all driving ourselves crazy trying to find audiences that really work for our brands…😓 

Lookalikes based on custom events have been affected. Facebook is no longer able to track people as it did before due to the increase of opt-outs. 

Of course, these changes are affecting attribution and reporting, but not the deliverability of the ads. Therefore we need to focus on the quality of the whole setup of our ads, looking into audiences, placements, and creatives.

Read More: Don’t Trust Your Facebook Rep, Always Trust the Testing Data

Today, I want to share a recent test I’ve been doing in some of our accounts and it’s been effective so far: targeting Android Devices Only.

If you haven’t tested it yet, it’s something you definitely need to consider as you might be able to find some stability in your ad account!👌

Here’s how I set it up:


Since you’re just targeting Android users, your audiences will be smaller so it’s important to select your best-performing countries where you know the ads will be delivered efficiently. If you are targeting worldwide and it’s performing well, then continue targeting Worldwide.


Choose your best performing 3-5 audiences and place them in a CBO with a minimum ad spend per day.

You can even split them by campaign so that you are targeting one interest or lookalike at a time.

It’s important to test cold traffic audiences first, as you will have more data than on retargeting.


Select all platforms so that the ads get more deliverability.


Choose your best 3 best post ids that have quite a lot of social proof for better results. You can also use your 3 best creatives if you still don’t have enough social proof on your ads.

I have tested this in several accounts and in most cases, I’ve been able to scale the campaigns on the first 5-7 days.

For scaling, I recommend slowly raising the budget 20% when hitting the KPIs, instead of duplicating the campaign or ad set, as the audience might not be big enough.

*You can also run an A/B test targeting Android Users vs All Mobile Devices, leave it for approximately one week and analyze the results to decide if it’s worth testing it with more audiences.