1. Create the new creative for the product you want to test.
You then want to duplicate your best-performing ad set within your core conversions campaign.
Best performing defined using whichever KPI you’re measuring
in ecom this is usually either ROAS, CPO, or in some cases, CAC.
Make sure that when picking a best performer, the ad set has seen decent spend, not £5.
Within the duplicate ad set, add in your new creative.
So you will have [winning ad set] and [winning ad set duplicate], the second will be the exact same, except with one extra ad, your new creative.
Once your new ad set has started spending at a similar level to the original ad set, you can turn off the original ad set.
You also want to add this new creative to your ASC campaign.
The reasoning:
Often CBO will pick a winner and spend most of the budget on one ad within an ad set, so although you may see your new product ad breakout when you duplicate, the algorithm might just choose not to spend budget on it, as it's already picked a winner.
So also adding the creative into ASC gives you two points of data in case this happens.
2. You can create an A/B test. This is a more scientific approach, where Meta will split the budget evenly, and split the audiences with no audience overlap.
This approach is easier to draw solid conclusions without too much analysis, but if you have no prior experience with A/B tests, you’ll need to do some research into this beforehand, as they can be a process to set up.
Final Notes
You never want to add an ad to an already running ad set, always duplicate the ad set, and add the new ad before you launch the duplicate.
Once the duplicate ad set starts to spend, you can turn off the original ad set. This won't change the performance.
If you’re spending £200+ a day, it’s worth setting up a small-budget brand campaign on Google.
This is easy to set up, you want a sales objective campaign, search format, with one ad group, and broad keywords for your brand terms (e.g. freshshoes and fresh shoes).
Don’t add too many, minimal is best.
Often Meta can drive significant search volume, especially if your demographic is skeptical by nature.