Meta推出了一项新的广告创意测试功能，旨在优化广告投放策略。该功能允许广告主在一个测试中比较最多五种不同的广告创意版本，并由Meta自动生成广告副本供用户编辑。用户可以设置测试的广告数量、预算分配、测试时长以及评估表现的指标。测试完成后，结果将在“Experiments”部分展示，帮助广告主了解哪些创意表现最佳，从而改进未来的广告投放。该功能有望替代许多广告主现有的创意测试方法，并因其整合性设计而不会损害整体广告表现。

💡 **整合式创意测试**：Meta新推出的广告创意测试功能，允许在一个测试中对比多达5个不同的广告创意版本，这有望取代许多广告主原有的、分散的测试策略，实现更高效的广告优化。

⚙️ **自动化与自定义设置**：该功能由Meta自动生成广告副本，用户只需进行编辑，并可自定义测试的广告数量（最多6个，包括原始广告）、预算分配、测试时长及评估指标，提供灵活的测试环境。

📊 **结果分析与应用**：测试结束后，所有结果将在“Experiments”部分集中展示，帮助广告主识别表现最优的广告创意。虽然Meta不保证会优先投放测试中的最佳广告，但这些数据为广告主优化后续投放提供了宝贵依据。

🚀 **提升广告效率**：通过将多个广告创意整合到一个测试中，该功能避免了运行多个独立测试集可能带来的对整体广告表现的潜在负面影响，从而提升了广告投放的整体效率和效果。

There’s a new way to test ad creative.

This could be an important addition that I hope will replace many advertisers’ creative testing strategies. Not everyone has it yet, but here’s what you need to know…

How it Works

If you have this, you’ll find a new “Creative Testing” section at the bottom of ad creation iEvent Details.

Here’s how Meta defines it:

Compare up to 5 different versions of your creative in a test that provides delivery to new test ads.

This appears to be worded poorly. From what I can tell, you can generate up to five copies of an original ad and all will be included in the test. So the test itself should actually involve up to six ads.

To confuse things even more, I’ve seen a variation of this that allows you to test up to 10 ads (or maybe 11?).

When you click “Set Up Test,” you’ll be asked to select the number of ads to test, the portion of your budget that you want to dedicate to the test, the number of days you want the test to run, and the metric for comparing performance.

Meta will automatically generate copies of one ad and you’ll need to edit them. You’ll obviously want the copies to be significantly different so that the test is viable.

After the Test

Once the test is completed, you’ll see results in the Experiments section. Meta doesn’t say whether this is a true A/B test that prevents overlap, but I assume it will be since it’s related to Experiments.

Once the test is over, delivery of your ads will go back to normal. It’s not guaranteed that Meta will favor the ad or ads that performed best during your test, but you’ll have that information in your back pocket.

Replace Your Old Testing

I’m a fan of this new feature. It could be a far superior option to running separate test ad sets for individual ads, which is what so many advertisers do. It also won’t hurt overall performance because of this consolidated construction.

Have you tried this new creative testing feature?

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