Why it is common on Brands to have exactly the same Instagram ads two times, one with a lot of likes and one with low likes.
Usually, they spend x amount of money on one ad and 1/10 to 1/20 this amount on the other. The only thing i can imagine is retargeting, but why on earth to spend so little money on retargeting? Am I missing something? I have seen a lot of big Instagram account with millions spend at ads to follow this practice.
Sorry for my English.
They’re probably testing multiple ads, and they’re also allowing FB to automatically prioritise ads that are performing better. That’s why you see this discrepancy. You should always be testing anyway - and then scale up (throw more money) at the ads that are performing better according to your objectives.
Thank you slinks for the feedback. I already spend 3 digit money on instagram ads per day, I know about testing and a/b test.
On facebook i see alot of testing with ads apear exactly the same 5, 10 or even 20 times at the begin and after some days the manager reduce the ads and increase the budget. But on instagram i notice this weird pattern of ads apear on doubles at every big account on my niche i check. Even very old ads apear on doubles and they start as a double from the begining to the end of cycle of ad. My english are terrible, but i can’t explane it better.
The only reason that I can think that an ad would appear twice is if they’re testing. If the ad is identical, they’re testing different audiences and there’s possibly an overlap.
When someone test, starts with alot and gradually reduce the amount. I have see this every time on facebook. On instagram i see double ads 2 weeks old, 1 month or 6 months old. ALWAYS two ads, i don’t thing is for testing. Why never three ads or more, but always doubles.
The same account has 20 same ads of facebook testing audience but only doubles on instagram. I find this weird and definately has some explanation.