You might need to change how you test creative on Meta.
What has Meta changed?
Meta has recently announced a big change to their algorithm when it comes to creative delivery and optimisation.
Now, if your ads are too similar to each other, i.e. you’ve only changed the text in the headline or changed the colour of the background, the Meta system will view them as the same ad and pick one at random to get delivery.
What does this mean for eCommerce advertisers on Meta?
As performance marketers, we now need to be aware that the thing that will drive long-term success for you as an advertiser on Meta is creating ads that are significantly different from one another.
We need to focus on how we can articulate and visualise our product in as many different ways as possible to improve the performance of our ads on Meta as big changes are what will make the most difference.
Gone are the days of simply testing a different headline to see which drives a better CTR, you now need to leverage different formats (video, static, carousels, etc) and use a different visual style for every ad concept.
This is something we’ve known for a while and is why we try to encourage brands to test creative that is very different in style from what you’re currently running. This means it’s viewed as a new ad by the Meta algorithm and will be more likely to make a meaningful difference to your performance.
