Consolidate Ads with the New Creative Workflow

Advertisers know they need to focus on creative diversification. So they’ll prioritize using different formats and uniquely different visuals in their ads.

But until now, that has resulted in a problem, and it’s a problem that can be solved with the new creative workflow.

The Problem

In the past, if you wanted to create ads with uniquely different images or formats, you had to create different ads. When you did that, you got put in a weird place regarding text.

Do you really need unique text for different formats or visuals? In some cases, it feels unnecessary.

But if you want to truly lean into creative diversity, that’s what Meta would seem to want. Meta discourages creating different ads based on minor tweaks. So you’d either come up with five completely different primary text options and headlines for each ad or you’d stick with the same text anyway.

The New Creative Workflow as a Solution

The new creative workflow makes this so much easier when unique text isn’t necessary.

Just submit up to 10 images and videos for a single ad. You can leverage the same text for all of them, or you can customize the text by creative.

One of the first things I did when I received access to the new creative workflow was to consolidate many of my ads. I went from 36 ads to six.

While fewer ads isn’t necessarily better (just as more ads isn’t either), consolidating ads eliminates unnecessary repetition that can make delivery optimization less efficient.