The foundation of creative diversification is uniquely different visuals, formats, and angles that can appeal to different groups of people. While some of this is about marketing philosophy and strategy (using pain points, solutions, and psychology to appeal to different groups of people), there are basic tools available that will help generate creative variations.
Some of these are as simple as accepting enhancements. Others require a little bit more effort. And while there’s no reason to do all of this at once, these are options that you should give serious thought to help create ads with the spirit of creative diversification in mind.
Flexible Format or Dynamic Creative
We’re focused on providing Meta with a diverse group of creative assets by format and visual style. That could be accomplished by creating several ads. But it may not be necessary.
If you use Flexible Format or Dynamic Creative, you could provide up to 10 images or videos within a single ad. Meta will mix and match by showing different creative with different text, depending on the person and placement.
Flexible Format takes it a step further by generating a carousel out of the creative you provide. You could technically knock out all of the requirements of creative diversification with a couple of ads.
This is something I’ve been experimenting with. I’ll have two ads in an ad set using Flexible Format, both with 10 creatives. But one of the ads uses images while the other uses videos.
The bottom line is that you don’t necessarily need to create a bunch of ads to satisfy creative diversification. You want to provide several options, and there are ways to do that with only a handful of ads.
AI-Generated Images and Backgrounds
I know, I know. Everyone hates Meta’s AI-generated images. But know that this is a way to very quickly and easily contribute to creative diversification.
When you upload new creative while building a single image ad, Meta will recommend some AI-generated versions that were inspired by your original creative.
Or if you’re highlighting a product, AI-generated background variations may be a safer bet.
Once you’ve selected a handful of these, they will be included among the options. This will help prevent creative fatigue and may even improve performance.
There’s a breakdown that helps show how these AI-generated images perform. In this example, the AI-generated backgrounds actually outperformed the original.
Accept Related Media
When you create an ad that promotes something you’ve promoted before, Meta will surface “related media” that you can add as creative options. These are images and videos that you’ve used in other relevant ads.
You can add up to 10 images and videos of related media to a single ad. More options for Meta’s delivery algorithm and more ways to reach your ideal customer with the right version in the placement they’re viewing your ad.
If you select related media in addition to AI-generated images, you could technically add up to 20 creative variations on top of your original upload.
Advantage+ Creative Enhancements
Meta offers a constantly growing list of potential enhancements that can be applied to your ads. Here are some examples:
- Translate Text
- Add Overlays
- Visual Touch-Ups
- Add Music
- Adapt Multi-Image Format
- Add Animation
- Add Product Tags
- Text Improvements
- Enhance CTA
- Flex Media
- Relevant Comments
- Adjust Brightness and Contrast
- Reveal Details Over Time
Most advertisers assume that if you accept these enhancements, they’ll be applied to your ads in all cases. But that’s not what happens. By turning these enhancements on, it gives Meta the option to show a new version to people if it will improve performance.
But it will depend on the person and placement. It won’t happen all the time. This essentially generates a new version of your ad that contributes to creative diversification.
Primary Text and Headline Variations
Creative diversification isn’t only about images and videos. It’s also about providing diverse text.
If you’re creating multiple ads, Meta recommends using unique text for each one. The differences in text should be significant, not subtle.
Here’s an example from Meta:
You should tailor text to the customer persona, pain point, or angle you’re highlighting.
While those differences should exist from ad to ad, you can also provide variations within a single ad. You can provide up to five primary text variations for one ad.
You can also provide five headline variations.
In fact, you can provide an additional five if you accept or edit Meta’s AI-generated text options.
Each text variation creates a potential version of your ad. You’re providing Meta with assets so that the options are available to assemble the perfect ad for the right person in the right placement.
Read This
Here are some resources to dig deeper on this topic before moving to the next lesson:
- Meta Andromeda and Creative Diversification: 7 Examples Explained
- Flexible Format and Creative Diversification
- 3 Easy Ways to Generate Diverse Creative
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