Stop obsessing over finding the winning combination…

This advice may go against everything you believe in and the strategy you’ve used for years. But it’s time to consider whether your obsession is still worth your time.

Things Have Changed

There was a time when testing to find the best combination of ad copy and creative made sense. A single ad was a single combination of assets.

But that’s not true any more. When you create an ad, there are often hundreds and even thousands of combinations of ad copy and creative.

This is due to several factors. Advertisers can submit up to five primary text and headline options, as well as five more AI-generated options. There are 26 placements, and advertisers may create different versions (even using different media) depending on the placement. And Advantage+ Creative multiplies the possibilities further.

Ingredients

Your inputs are ingredients that Meta will use to assemble your ad. And your ad will look differently based on the person and placement.

That’s why your goal should no longer be to find the best combination. The best ad now is composed of many winning combinations.

Know what’s working and what’s not. Apply that knowledge to future ads.

But otherwise, make sure you’re giving Meta the ingredients it needs to get good results. And focus on the aggregate when measuring performance (more on that soon).