How to combat the decline of Facebook Ads with creative testing with Alex Montas of TubeBuddy

Welcome to another episode of 3-Minute Marketing, where we interview some of the world’s foremost growth and performance marketing leaders and distill their best knowledge into binge-worthy three-minute blocks of brilliance. Today’s guest is Alex Montas, SVP of Marketing and Growth at Tubebuddy, an emerging tool that helps YouTube creators optimize their channels. Alex is an accomplished marketer with previous stops at companies like Verizon and Bloomberg. Like a lot of our guests, Alex is a marketing unicorn who has an agency of his own called The Remarkable Agency. Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out. Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call Alex has a lot of experience running Facebook Ads. So my question for him was, “How do you combat the decline of Facebook Ads with creative testing?”. Show notes: * Targeting high-intent audiences used to be a great way to drive results on Facebook Ads, to the tune of a 50% CPA reduction just by changing the targeting! * But iOS 14 changed all that. Due to this update, audience targeting-based tactics failed to perform like before. * Accelerating creative testing was essential in combating these changes. Because the creative itself was becoming a full time job, Alex hired a creative agency to help ramp up volume. * Next, he grouped audiences together & focused on testing creative themes against this larger audience. * The key is to test everything: your creative videos, the messaging/positioning within the same video, and the messaging outside of the ad. * Long story short, ramping up creative testing worked. It lead to 3x the amount of conversions that were being generated after the iOS 14 update hit. * Facebook is all about creative now. Facebook and Google want you to give them latitude to show your ads whenever they want and they like big audiences.