Meta is introducing a new Creative Testing feature that enables testing multiple versions of the same ad within the same ad set to identify the best-performing one, keeping all learnings consolidated in that set.
Importance of Creative Testing
Meta ad delivery now depends more on the ad creative than on targeting settings, making it crucial to have visually distinct ads to reduce audience overlap and increase reach. Creative Testing solves the challenge of optimizing ads through small changes by allowing rigorous testing of different ad versions.
Examples of Tests
- Different Calls To Action
- Small creative variations (e.g., same image with different overlay text)
- Site links versus Catalog items combined with image or video ads
- Toggling Advantage+ enhanced optimizations (e.g., adding music)
- Different size formats for the same creative (square vs. multi-size)
Purpose of Creative Testing
The focus should be on small changes while keeping the main creative consistent to ensure fair, accurate testing. Avoid drastically different variants as they target different user segments, which compromises test validity.
Technical Details
- Enabled via the Ad Editor menu
- Runs within the same ad set without creating new campaigns or ad sets
- Test 2 to 5 variations simultaneously
- Test duration from 1 to 30 days
- Budget allocated from the campaign’s total budget
- Evaluation metrics include CPC, cost per purchase, cost per 1,000 reached, or cost per selected event
Currently, Creative Testing is available in only one managed account, with hopes for wider release due to its potential as a powerful tool for Meta ads optimization.
