Iterations take a proven ad and change one or two things. New concepts are different ads. Iterations are the same ad, made better or fresher.
Common iterations
- New hooks on the same body.
- Shorter or longer cuts.
- A different creator reading the same script.
- New text overlays, captions or end card.
- A static turned into a moving still.
Iterations vs. new concepts
Iterations are cheaper and safer, and they extend a winner's life. But Meta treats near-identical ads as roughly the same ad, so they don't add much new reach. Healthy accounts do both: new concepts to find the next winner, iterations to get more from the current one.
More: Creative diversity on Meta and our creative process.
Related: ad concept, creative testing.
