Concepts and creative testing
How ACE structures tests so you learn what works.
A concept is one idea to test: a persona, an angle and an offer. In Meta, ACE gives each concept its own ad set with several creative variations underneath, and guards the budget so no concept is starved.
- See and create concepts in Strategy → Concepts.
- ACE keeps a next-to-test queue based on what's working and what you haven't tried.
- When a concept wins, ACE suggests iterations of the winners and scaling. When one loses, it suggests what to try instead.
You can put new ads into a new ad set or an existing one. ACE will ask; for existing ad sets it looks at what's already working there first.
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