1) the ad's success heavily depends on outside factors (e.g. Black Friday), that's why often you see an ad delivering and crushing one day, and barely spending other so when you have the NEW creative not spending any money in you don't know if it's not spending cause it's

a) bad timing of the launch b) just bad creative When you can't isolate the reason, you can't make a proper decision 2) In order for CC to work, we assume that FB delivers ads in the perfect environment and that it will spend only if it can deliver results under target CC BUT

There are multiple times that I saw ad set spending but still not delivering the results under the target It sounds great in theory, but it doesn't always work in practice 3) although FB is super robust, can it really determine the success of a creative WITHOUT impression?

I'm not so sure. Don't get me wrong - I like using CC for scaling, but I think it shouldn't be used for testing I personally use them when I have a winning audience x ad combination and want to squeeze additional juice

Do you run a DTC brand and need help scaling your store? 🚀 We'll help you maximize the efficiency of your FB ad account and add an extra 5-6 fig/month WITHOUT any extra ad spend Go here & stop making the same mistake and burning your money on ad spend: https://bit.ly/inspiremarin

@IstvanicMarin Who’s doing this?! Let me at em’ 😜

@NicoleCrowell00 If you ask this, you missed the "topic of the week" here on Twitter haha

@IstvanicMarin I don't see how this has anything to do with the bid strategy? Assuming you have multiple ads in your "testing" ad sets, you can also end up spending ~0 on one or some of the ads in the ad set— cost/bid cap or not. Also, this gem from @DaveRekuc: https://x.com/DaveRekuc/status...

@MattiSchroder @DaveRekuc as mentioned in the thread, few reasons 1. when it's bad delivery, I don't know if it's bad timing or bad creative 2. not sure if FB can evaluate the success of the ad based on 0 spend and few impressions 3. in theory it sounds perfect, but sometimes FB spends and results > kpi

@IstvanicMarin I agree with this. I usually let my test ads run in LC. If it wins, it’s definitely going to win in a CC campaign. With a CC campaign, an ad might get no impressions depending on the cap I put. IMO that’s not a proper test.

@ScarletSieiro 100% agreed

@IstvanicMarin Correct. Also creative death spiral can happen.

@IstvanicMarin 100% agree. cc works much better in scaling. Why give yourself a hard time when the whole point of testing creatives is to do this efficiently so you can kill bad creatives and scale the good ones

@IstvanicMarin I've used it for testing quite a bit, but it's not always the right choice, especially if I have a reason to think that FB wouldn't know what to do with the new creatives, so it would just decide not to spend. If you use it for testing, use a higher CC initially and lower later.

@IstvanicMarin Also I like to get some sort of learning from an ad, even a loser. Why did it not do well? Weak hook? Didn't resonate? High CTRs but low CVR. What do you learn from an ad sitting in the account gathering dust? And how do you move creative strategy from there? Media buyer -