Is Meta Expanding Creative Testing to 10 Ads?

Is Meta expanding the creative testing tool?

Meta started rolling out a new creative testing feature a couple of months ago. It allows you to test up to five ads in an existing ad set.

Well, it looks like Meta may have made an upgrade to the tool…

The Change

When you’re creating or updating an ad, you should see the Creative Testing section above Event Details.

As I mentioned above, you could test up to five variations of creative in the initial launch. Many advertisers are now seeing that limit increased to 10.

When you initiate a test, Meta will duplicate the current ad you’re working on and you’ll need to edit those versions.

Should You Use This Feature?

This expansion to 10 ads could be useful for brands with more creative resources who felt limited by the prior limit.

But the fact that you can’t test existing ads remains my biggest complaint about Creative Testing. You have to start them all over from scratch.

I’m still a fan of the feature overall, and I see it as a major improvement over the traditional way most advertisers do creative testing.

I also think it’s a smart idea to approach new ad sets with a test to get started. It helps you see how ads perform when budget is spread out evenly. When the test is over, the ads will deliver normally.