Ads tested within ad sets on Facebook may now have more legs as a recent algorithm update broadens the reach of different variants before optimizing for a single ad, making for more reliable test results.
Previously, the algorithm would optimize quickly after initiating ad set testing, redistributing spend toward the “winner” prematurely and resulting in too few impressions for other ads within a set.
The change streamlines the process for ad testing, reducing the need to test each ad individually in an ad set as well as the amount that needs to be spent during testing to see reliable metrics.
“We’ve now updated the creative exploration process so that before we begin optimizing delivery towards a single ad in an ad set, we have even higher confidence that we’ve done enough exploration to identify the best performing ads,” Facebook said in an announcement.
Our strategists at Social Fulcrum can help marketers navigate the waters of ad testing on Facebook with years of experience and client satisfaction to support their recommendations. Contact us today to see how you can lower your cost of customer acquisition simply by optimizing your ads.