Over the years, your creative ads have changed a lot. Many advertisers miss out on how this affects their role in the process.
Let me explain…
At that time
By 2017, advertising creation is very simple. You provide the following:
- 1 image or video
- 1 main text
- 1 title
- 1 Description
You cannot customize by placement. So your ad has A possible combination assets.
How to work now
But now the situation is different.
Suppose you create an ad with the following content (this is a common, if not a conservative approach):
- 1 image
- 5 main texts
- 5 headline news
This is already a 25 potential combination of creative assets.
If you are good at work, replace the image with a video in a video priority position, such as a reel. Now you have 50 possible combinations.
[NOTE: I mentioned in the video that you could also provide up to five variations of descriptions. I swear that was possible once, but it’s not now. Don’t let that distract you from the core point.]You can also accept text suggestions generated by Meta’s AI (using brand to improve output):
- 5 More main text
- There are 5 more headlines
Now there is 400 combinations. This does not consider how to use different aspect ratios by placement.
It also assumes that you don’t turn on any advantages + creative enhancements. Because if you do, we’re talking about Thousands of combinations.
This is very important
This is important when it comes to your role as an advertiser. It’s different now.
Initially, it is easy to (reasonably) isolate the best combination of assets. But now, you are generating countless copies and creative combinations. In many cases, isolation is not only impossible, but often unnecessary.
Why? A single high-performance ad consists of many high-performance combinations.
