Have you ever run a Facebook ads test that completely defied logic? That’s exactly what happened to us, and it led to one of the most eye-opening conversations we’ve had about Meta’s new creative testing feature. In this episode, we explore the Meta AI tools for creative diversification.
Lauren shares her real campaign results from a live test using Meta’s latest Advantage+ creative tools. We also get into the details of how Meta’s system distributes spend, why it doesn’t always follow its own rules, and what you can do to avoid wasting money while still taking advantage of Meta’s cutting-edge tools like AI-powered image generation and editing.
If you’re running ads for clients or scaling your own campaigns, you’ll want to hear this one before you hit “publish” on your next creative test. We’ll tell you what works, what breaks, and how to stay ahead of Meta’s fast-moving automation.
In this episode:
06:30 How Meta’s in-campaign creative testing works
15:50 Step-by-step demo of Meta’s creative testing interface
17:59 Using AI-generated ad images inside Ads Manager
23:16 Editing AI-generated images with custom prompts
28:03 Meta’s ad enhancements: translate text, music, and site links
33:34 The “Flex Media” feature and its risks for client brands
Mentioned in the Episode:
Previous Episodes on Meta’s Andromeda Update: https://perpetualtraffic.com/?s=meta
Watch the Episode on YouTube: perpetualtraffic.com/youtube
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now
Watch Previous Live Ad Lab Sessions: tiereleven.com/youtube
Creative Diversification Playbook, Practitioners’ Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf
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Connect with Ralph Burns:
- LinkedIn – https://www.linkedin.com/in/ralphburns
- Instagram – https://www.instagram.com/ralphhburns/
- Hire Tier11 – https://www.tiereleven.com/apply-now
Connect with Lauren Petrullo:
- Instagram – https://www.instagram.com/laurenepetrullo/
- LinkedIn – https://www.linkedin.com/in/laurenpetrullo
- Consult Mongoose Media – https://mongoosemedia.us/
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READ THE TRANSCRIPT:
Did Advantage+ Creative Image Generation Just Kill Manual Ad Design?
00:00:00:00 – 00:00:12:15
Ralph
I can never predict which image is gonna create more conversions, then that’s the beauty of advantages. Plus, there’s this new feature inside meta, which you’ve tested. Maybe we can just sort of go through what are the do’s and don’ts?
00:00:12:15 – 00:00:17:10
Lauren
Andromeda demands creative diversity. So what’s really great is.
00:00:17:12 – 00:00:27:00
Ralph
Hello and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, founder and CEO of true 11, alongside my incredibly amazing co-host.
00:00:27:02 – 00:00:30:05
Lauren
Bloom E Petrillo, the founder of Mongoose Media.
00:00:30:10 – 00:00:43:13
Ralph
So glad to join us here today. I don’t know why this makes you laugh every single time, because because we’ve just the, like, chit chat and for the last hour here. But yeah, the sudden we go into like podcast mode and you get what we’ve.
00:00:43:13 – 00:00:54:18
Lauren
Been like and even behind what’s going on with life and taxes and all the things that come with being a business owner and then like, oh yeah, this, this is the fun stuff.
00:00:54:20 – 00:01:15:20
Ralph
This is the fun stuff. You know, actually part of having a podcast, which is really fun, is doing that stuff. And it’s like we met Andrew Miller face to face or a San Diego. It’s like, it’s cool. Like you get to meet so many cool people. It’s like you went apparently orange Cliff wasn’t in his, like, Beverly Hills office, but you were going to go see him.
00:01:15:20 – 00:01:35:06
Ralph
It’s like you start to developing these relationships. And when when we go to conferences, I bump into people that have been podcast guests and it’s, I don’t know, it’s like it’s a cool side effect of having a podcast. I don’t think we’ve ever really talked about that because it certainly helps business. It helps, you know, authority and all that other sort of stuff.
00:01:35:06 – 00:01:59:13
Ralph
And yeah, we’ve got like 19 million downloads and blah blah blah. But like it’s the relationships that really matter. So it’s like out of time shooting the shit. And like when I did this with Kassam or Molly or whoever, like that is always going to be something that will always have that time you spend together. It’s like it’s like it forces you into friendships, which is actually pretty cool, especially if you have an awesome, amazingly awesome cohost such as yourself.
00:01:59:19 – 00:02:00:07
Ralph
So.
00:02:00:12 – 00:02:18:05
Lauren
Oh, I think you think. I mean, like, I think we were just in San Diego with Andrew, right? And yeah, there’s a speaker’s dinner for the event that you and I co paneled with. And I remember like, oh my gosh, I’m getting like middle school vibes again where I was like totally bullied and left out of like, so many conversations.
00:02:18:05 – 00:02:35:06
Lauren
I was like, are we allowed to be at the speaker’s dinner? And Andrew, you went inside or I was like, again, part of this is like you have like a business bestie, like you being mayor of the San Diego Conference. And I was like the guy, God, he could go ask the questions I’m too embarrassed to ask. And so you were like, Cosmo, we’re here, right?
00:02:35:06 – 00:02:47:03
Lauren
And he was like, absolutely. But I was like, outside with Andrew. Andrew? Like, what if we’re not a lot? What if we’re not the cool kids? Oh my gosh, this is this is oh. So it was like the virtue of this stranger who we had two episodes with.
00:02:47:08 – 00:02:47:14
Ralph
Two.
00:02:47:14 – 00:02:49:11
Lauren
Episodes, right? Because one.
00:02:49:15 – 00:02:50:02
Ralph
Was.
00:02:50:07 – 00:03:09:18
Lauren
Yeah, we did Riverside. How dare you? But is it cool? He was at a different conference that was happening at the same time. And like, again, you just connect with humans that understand there’s a lot of things that happen behind the scenes of being a business owner and I love all my W2 friends, don’t get me wrong, sure.
00:03:09:18 – 00:03:27:15
Lauren
But sometimes it’s really nice when someone is like, hey, it’s okay that you’re stressed about this situation or like, hey, when you travel. Of course it can be lonely or like difficult because you’re navigating so many different people you’re running into and it’s I love it. Love your love. Thanks.
00:03:27:17 – 00:03:45:22
Ralph
Love you too, Lauren. No, it’s true, because I mean, you if you’re running a business or you’re running a department, if you’re a director of marketing, you probably have 5 or 6 people or maybe 2 or 3 people that report to you like these aren’t really your peers. Like when we go to conferences, we’re speaking with peers. Yes, we’re speaking with potential clients in some cases, for sure.
00:03:45:23 – 00:03:55:06
Ralph
However, it’s like it’s the peer conversations that I enjoy the most, like we saw. You know, Jason Flatland, we sarcasm always saw Mercer. It’s like all these.
00:03:55:06 – 00:03:56:21
Lauren
Hands like happily.
00:03:56:21 – 00:03:57:12
Ralph
Yeah.
00:03:57:14 – 00:04:00:03
Lauren
Adley had their wags wagging home and got.
00:04:00:03 – 00:04:03:20
Ralph
Flags, you know, like driving a McLaren. Now Peralta’s oh.
00:04:03:23 – 00:04:06:03
Lauren
Yeah, a blue one. It was very gray.
00:04:06:05 – 00:04:22:20
Ralph
So like, it’s cool people like that. And once you go to these conferences, we’ve talked about conferences and masterminds plenty of times here on the show. But I do think it is the people in the connections that you make it. So you can’t do this stuff just sitting in your basement and, you know, getting on zoom. You do have to get out there.
00:04:22:22 – 00:04:35:09
Ralph
And I’ve done my fair share of conferences, and I have to sort of pick and choose the ones that I think are worth my while to. So because, you know, you and I get invited to a lot of things and it’s like, yeah, like.
00:04:35:09 – 00:04:55:12
Lauren
I’m going to high level this weekend. I’m going to Elite Seller Summit, begin in November, give scalable life or I’m really excited about that one, in November. So like in a month and a half, like there’s a lot of really great events, but you can’t do all of them. So you have to pick and choose. And that was the first conference we had together as like House.
00:04:55:17 – 00:04:56:06
Lauren
It was very.
00:04:56:06 – 00:05:09:15
Ralph
Fun. It was a lot of fun. That was very cool. You know, there was a time I got a text message from, an old employee of mine. He said, like, I’m at this conference, which I couldn’t go to. I was supposed to be there. And then I couldn’t go due to some, like, personal stuff here with my mom.
00:05:09:15 – 00:05:23:19
Ralph
But the point is, is like, I couldn’t attend. And he’s like, you know, all the people that I know here through you. And, you know, I’m really grateful for that. I was like, that made me feel great. Like, you know, as soon as I’m like, I’m checking my text in the morning. So there was a point in time where I didn’t know anyone.
00:05:23:19 – 00:05:38:03
Ralph
And now we know a lot of people in the space of the same thing with you. And so I think you just have to get out of your comfort zone. I’m not like a normally extroverted person. I am extroverted, but I’m like, what do I say? I’m a charismatic hermit. And a lot of cases, it’s like, yeah, I’m an introvert.
00:05:38:03 – 00:05:39:10
Ralph
Energy. Yeah.
00:05:39:11 – 00:06:01:21
Lauren
Like when I first met you and then again at like, this conference, I’m just like, yeah, like, I know you virtually so well. And then, like, you’ve been such a good friend that then it’s like seeing the version of you that’s in this conference alongside a lot of people who know and recognize you. Because you’ve been doing this podcast for so long and it is interesting.
00:06:01:23 – 00:06:07:00
Lauren
But like, I see the fanboys and the fangirls being like, hey, that’s Ralph.
00:06:07:01 – 00:06:30:06
Ralph
It’s very strange. But anyway, it’s, you know, just because we do this thing every single week, we’ve been consistent with it and hopefully bringing it to you and hopefully today we’ll be able to do that in today’s shortened episode. Because today, transitioning away from that over to the actual content, people like, when are they going to start talking about themselves and get to something extra meaningful?
00:06:30:07 – 00:06:50:13
Ralph
We have a we have a live test that’s going on right now. And if you have been a listener of this show for any period of time, especially the last year, we have been talking about the importance of creative and creative process and how important it is now, actually. Meta. In a couple of shows ago, we mentioned this.
00:06:50:13 – 00:07:21:00
Ralph
We put this in the show notes. We could put it in the show notes. Again, the creative diversification playbook. It’s like The Practitioner’s Guide. I went to a conference in New York about this. It’s all about creatives now and not just the same creative over and over again, but in our tests that we’re doing, which we show all these tests every Friday and we sometimes we rebroadcast them here on perpetual traffic and not for a plug for 11, but to our 11.com/youtube.
00:07:21:00 – 00:07:44:04
Ralph
Check it out. Check out our lives. Because Jon and I go through all of this and it’s really it’s all about creative diversification and then getting the algorithm the, you know, the brains behind matter like all of that. A that’s $61 billion investment to be able to show the right ad to the right person at the right time, which is what we’ve been saying for years, like is the key to marketing, but now what’s actually happening.
00:07:44:06 – 00:08:08:16
Ralph
So there is that side, but also there’s this new feature inside meta, which you’ve tested. I have not tested it. And it’s their new like creative testing feature, and you’ve actually given it a shot here. And maybe we can just sort of go through if people are seeing this inside their ad account and or your team is thinking about doing this, maybe what are the do’s and don’ts?
00:08:08:16 – 00:08:18:18
Ralph
Because your tests so far hasn’t ended up the way that you want, but you learned a lot in the process. So maybe we can do a screen share on that. To get into it a little bit further.
00:08:18:20 – 00:08:40:22
Lauren
I will say that like the concept of being able to test inside of a campaign is amazing. Like we were doing this, I feel like we started doing this a couple months ago was like some absence and like there’s been some testing within a campaign. And I remember being like, what? We don’t have to have a test campaign that isolates the ABS so that you have like true independent variables versus like audience over off and stuff.
00:08:41:00 – 00:09:07:16
Lauren
So if that’s new to you, you can do the test. This is like the creative testing at the ad level, which makes sense with everything as it relates to Andromeda. They’re trying to pull away every decision you can make. Yeah, go to target. It’s all broad. Everything you do is a suggestion anyways. And if they just updated like even more objectives and more conversion types of whether you’re optimizing for leaflets or landing pages, they’ve increased more variables where they say look alikes, detailed targeting.
00:09:07:16 – 00:09:35:11
Lauren
Any of that is just food for thought and a recommendation or suggestion rather than what they’re actually going to adhere to. From the campaign side, right. With tailored ad campaigns like you’re not making the same number of decisions for your objective, it. So the more removers that they have from the decision making and media buying, the more time the business owner and marketer can spend on the offer and on the strategy and on the creatives.
00:09:35:16 – 00:09:36:00
Ralph
Yeah.
00:09:36:01 – 00:09:51:12
Lauren
So, what I’ll share on my screen is I’m going to go inside this campaign. So I’ve got a webinar at this Friday, 1010 at 10 p.m.. And so I’m just generating ads for a very shortened live event.
00:09:51:13 – 00:10:12:03
Ralph
We’re going to do a screen share here. We’ll show inside the Atika. And these are your actual ads for the webinar, which is literally three days away here. So if you’re just listening to this, we’ll try and narrate as much as possible, but always best to go over to, perpetual traffic.com/youtube, subscribe to our YouTube channel and actually watch this live.
00:10:12:03 – 00:10:18:18
Ralph
So we are actually inside Lauren’s ads manager. Wow. This is like oh yeah, I know.
00:10:18:18 – 00:10:37:20
Lauren
I can share my stuff. It’s not my clients. My mono have all the numbers full exposure follow. Do you have critiques? Go ahead and email them to me at. Laura, I wants me to get your ass and I’m open to it. But what I have on the screen now is like one of their normal notifications that you’re getting.
00:10:37:20 – 00:10:57:05
Lauren
So you can see how to get a new way to edit lead campaigns. You’re maximizing performance with AI, and it’s just having these notifications I’m going to hit Don’t Show again because I don’t need to see this every single time. Right. But for those who haven’t seen that type of stuff, or maybe you’re a business owner, not inside of it a lot at least if you’re watching, you can see what your team is looking at.
00:10:57:07 – 00:11:00:21
Lauren
So this campaign, it’s a single campaign with a single asset.
00:11:00:23 – 00:11:02:17
Ralph
One campaign, one asset.
00:11:02:18 – 00:11:05:06
Lauren
One campaign, one ads at 14 creatives.
00:11:05:08 – 00:11:08:03
Ralph
No, no targeting on the asset side.
00:11:08:05 – 00:11:22:09
Lauren
Good question. So, I mean, I don’t mind showing you out for us just if you’re seeing the name is campaign seven sandbox Mongoose Media LP because I was the only person who launched this. It’s the Leeds objective in the date that I launch the ads. And so campaign seven for us just means it’s a, lead registration through a website.
00:11:22:09 – 00:11:39:16
Lauren
It’s just part of our naming convention. The daily budget is 800 bucks. So this is like a short time period. I’m just doing it’s a very small budget of $2,000 for the webinar that we’ve got coming up. But you have this what I want to call attention to. You selected $160 to go to test ads.
00:11:39:18 – 00:11:40:23
Ralph
Okay. That’s cool.
00:11:40:23 – 00:12:01:04
Lauren
Daily budget of 800. Yeah. Use like 160 to go to your test ads for my two day creative test. This is a live event. I advertise live events 3 to 5 days before it happens because that helps increase show rates. And I’m only running this creative test for two days because the whole event is for three. And I just want to get my hands on it.
00:12:01:04 – 00:12:11:01
Lauren
But this if you’re saying this is because I’m elected into the creative test, if you’re looking on the screen on the left, you can see, the 14 creatives. We’ve got the testing. What do you got? Beaker.
00:12:11:03 – 00:12:19:15
Ralph
Yeah. Little. Yeah. A little test beaker there. So we know which ads are actually the test ads. And there’s three of them. Oh. Actually there’s five.
00:12:19:17 – 00:12:37:06
Lauren
Correct. There are five. But I got lazy because it was taking a lot of work to do them off. I was like, okay, let’s just do four. But you can choose how long you want your creative test to be and you can choose, what amount, what percentage of the 800, which is my daily budget to be affixed to the new test ads.
00:12:37:12 – 00:12:39:00
Ralph
Make sense?
00:12:39:02 – 00:13:07:04
Lauren
That’s important because what happened on day one is what I had told you was like when we went into it. If we go into the 12 ads themselves and we just paused that for a second. So now you can see on the screen the ads, oh, hiding my face. Sorry. What you can see on the ads is one of our creatives I actually had to turn off yesterday when I went online to check that it had 41,000 impressions, and not a single other creative received an impression.
00:13:07:06 – 00:13:29:00
Lauren
Over half the budget had gone to that one ad, and I was like, wait, meta. We just saw that it was supposed to be $160 per day distributed across the test, but instead it took over half the total budget. So my initial thoughts were like, okay, what the f just happened? So I turned it off. I wouldn’t normally recommend it.
00:13:29:00 – 00:13:36:07
Lauren
But this is like you should do the creative test in a longer period. I was like f this, I’m so mad at you meta. You broke your own rules.
00:13:36:07 – 00:13:49:22
Ralph
But but in defense of meta you’ve given it only three days really. I mean it’s cool that you’re doing the test, so I don’t know what that factors into our conclusion here, but I would say they’re lying.
00:13:49:22 – 00:14:05:18
Lauren
They said $160 of your test is supposed to go to the, of $1,600 to go to test ads. And so when I saw that it was so vague, lying, and it had gone well past the parameters, and when I talked to other friends. Are you.
00:14:05:18 – 00:14:12:07
Ralph
Watching this? You were you’re saying, okay, I makes it $160 to go to your test ads. However, they spent.
00:14:12:07 – 00:14:32:13
Lauren
$400 and they they deprived any impressions to the other creatives. So 160 is supposed to go to these tests distributed with the remaining right, $660 of budget, no, $640 budget. It didn’t do that. So that’s why I was like, it’s starve every out of any impressions.
00:14:32:13 – 00:14:36:05
Ralph
But I don’t know. Yeah, that’s it’s like a little gotcha right there.
00:14:36:06 – 00:14:51:20
Lauren
Gotcha moment. Yeah. Like that pissed me off so much. So I turned off the ad. I never recommend people turning it off. Hence the delivery error. Oh. No. Sorry. The delivery error was on the original, but I turned this ad off. And then I can come on this morning and I can see all the other ads are getting impressions because.
00:14:51:20 – 00:15:06:13
Ralph
I told it just to summarize. Okay. Yeah. You said don’t spend any more than $160 on my test. Correct. Came out of the gate, spent $400 on one of your test ads, correct. With one lousy conversion?
00:15:06:15 – 00:15:25:10
Lauren
Yeah, at $405 a lead. Like, I didn’t understand why it would keep pushing to it. And I’m okay with, like, it’s it’s a long term goal. I just was really annoyed that when meta said a promise, I’m okay with expanding a little bit beyond that, but to starve every other ad of impressions was just like.
00:15:25:12 – 00:15:32:18
Ralph
Do you have different conversion events under results? Because I see website leads and I see website lead.
00:15:32:20 – 00:15:37:08
Lauren
Now that’s just the plurality of it because it’s gotten more than one.
00:15:37:10 – 00:15:37:21
Ralph
Okay.
00:15:38:03 – 00:15:55:15
Lauren
So there haven’t been a single website lead. But once it becomes plural, it’s just that’s just okay. The naming convention is still the same conversion objective, but good fun. Fair, fair, fair. Because you’re like, well, let’s double check. But I’m going to show you now I’m going to open up the ad this for what the creative feature looks like.
00:15:55:17 – 00:16:15:01
Lauren
So that like, I can take this is one of our regular ads putting into if I go back down to show you on the screen, I’m at the ad level and you can go down to get this, creative testing. So here you can see in the ad, compared to five different versions of your creative, in a test that helps ensure delivery to new test ads.
00:16:15:07 – 00:16:27:16
Lauren
And when I click this, it opens up a side window that’s about creative testing. That will tell you how you can get greater insights. Now, I already have an ad test running, so I cannot make a second test right?
00:16:27:18 – 00:16:28:12
Ralph
Right. But on the.
00:16:28:16 – 00:16:30:02
Lauren
This allows me to compare five.
00:16:30:02 – 00:16:41:20
Ralph
Creatives right on that. Not the test tube, the beaker, deciding what that was, the little beaker that no taste. That’s a test you should have what, five variations of those individual adds.
00:16:41:21 – 00:17:00:03
Lauren
Up to five. You can choose how many you want in the five. Okay. And so like you’re saying this, I turn on every AI enhancement possible. Like you can see, the creative that I have is if you’re spending $5,000 a month on ads and ignoring your first email, you’re being dumb, right? So that’s what the creative is. I do use, like every I tease possible.
00:17:00:03 – 00:17:15:05
Lauren
What’s something I’m really excited to show is which was newer for me is when you’re in the, I’m just going to duplicate this ad. Because I don’t want to mess up the existing one and have meta hate me. But when you go into the edit, I mean, well, you’ll see, like here, I have those identities.
00:17:15:05 – 00:17:34:04
Lauren
So it’s advertising from my page and my own personal Instagram. So it’s getting some of that overlap. When I go into editing or media, it’s going to open up where we go into media. Let’s say that I’m just going to choose this image, as it have on your first email deserves the same effort you put into your dating profile.
00:17:34:04 – 00:17:58:19
Lauren
Right? So I always go in and I’ll size it so that it makes the most sense. And then what I like going into the image generation, we’re going to I have all the extra ones. What I’ve seen now is you can do a product image or a full image. This was really interesting that I haven’t seen what the advantage was creative image generation before, because I’m used to seeing the full image, and the full image is when it takes your seed.
00:17:58:19 – 00:18:09:13
Lauren
Creative. So what I had was a picture of a dating profile saying that your first email needs the same effort as your dating profile, and then it’s going to generate these new images and they’re going to look cuckoo crazy different.
00:18:09:18 – 00:18:36:12
Ralph
This is cool. So this is inside, the ad level. And then you are then going into matters I took advantage plus creative image generation I we’ve never shown this on this show. So it’s actually creating new variations of your image as we speak. And I took for the time for me to explain it. Now we’ve got what, ten different new versions?
00:18:36:12 – 00:18:37:09
Ralph
12 well.
00:18:37:11 – 00:18:56:00
Lauren
Usually it’s been ten and rough. We’ve been doing the cuckoo crazy differences and we’ve seen like a 300% increase of click through rate. So some of these look like really bad. Canva 1995. But you’ll see the difference. Like how cuckoo crazy the way I describe it. Because creative. For meta to be considered different you has to be at least 25% difference.
00:18:56:00 – 00:19:11:15
Lauren
And text is never considered full factor. But like well you’ve illustration you have like realistic images. You have like stock photos, you have like vague like very this girls maybe in a threesome I don’t know what’s happening. Like these are all taken full people.
00:19:11:16 – 00:19:22:20
Ralph
They’re taking the day like taking the words that are actually on the the overlay on the image and then doing variations based upon it. And that literally took like 30s for at like some rate.
00:19:22:22 – 00:19:42:07
Lauren
It’s 12 now, it’s 12. It’s always been ten. And before when we do it as like you said, they keep the copy. So the image copy is your first email should have as much effort as your dating profile. So we can see this image on the screen of the girl between two men. Whatever she’s going through, her stressful situation is the same.
00:19:42:07 – 00:19:45:20
Ralph
It’s complicated. That would have been it’s complicated way back when.
00:19:45:20 – 00:19:50:13
Lauren
When maybe it’s not complicated for them, I don’t know, but it’s not whatever. I can.
00:19:50:14 – 00:19:51:17
Ralph
Pass judgment.
00:19:51:19 – 00:20:22:09
Lauren
Just we’re not going to best element to these artificially created people in the ad. But so this is verbatim the same text copy on the image. But then we look, well, this is stand out with a great first impression. Boost your dating profiles response rate. Now get notice on dates okay obviously that’s not correct. But I can adjust this and be like give me, an attractive blond in a pink jacket so I can adjust this and change it to whatever I want.
00:20:22:12 – 00:20:49:01
Lauren
Or I can tell them how to edit this and be like, because boost your dating profiles response right now like that has nothing that’ll do with what we’re talking about right now. I’ll say change the coffee to boost your emails. Success rate of landing and the primary inbox. So again, you can see I’m typing on screen how I’m making edits to the versions that meta supplied for me.
00:20:49:03 – 00:21:09:19
Ralph
This is cool by the way. You typed really fast and accurately. I I’m so bad at that, especially when I’m doing sort of screen share. All right, so now that like it went from a so it took your dating language which it kind of got confused with because like treat your first email that you outreach like your dating profile I think was kind of like the idea behind it.
00:21:09:21 – 00:21:34:18
Ralph
But then the first iteration of this advantage plus creative image generation through I was like more around dating and so now you’re adding in prompts to make it correct and also even change the background image from a dude to a blond wearing a pink jacket, which is so now, I mean, this looks a little Canva E not bad, but who the hell knows?
00:21:34:18 – 00:22:01:09
Ralph
Like what I figured out in 15 years of doing this is that I can never predict which image is gonna create more conversions, even though I think one or the other will. It’s like, and then that’s the beauty of advantage plus sales right now is that. And obviously image generation is that they’re creating this for you based upon what they think, based upon, you know, millions and billions of pieces of data in.
00:22:01:10 – 00:22:08:04
Ralph
Yeah, in the platform itself, what may or may not convert for your particular offer. Correct me if I’m wrong.
00:22:08:07 – 00:22:42:07
Lauren
It’s 100%. They’re saying like, okay, what you think is a good creative may not be the best years alternatives. We don’t know if it’s going to work, but Andromeda demands creative diversity. So what’s really great is you need a creative team to design your initial seed creatives so that then meta can make complementary ones. But what I really like about this is like it’s saying in our experiment, adding I images saw an 11% click through rate and 8% conversion, which I am telling you, I have seen the I supported images when when you have a good seed image and the additional AI ones that you can’t, you can’t just select all of them because like
00:22:42:09 – 00:23:04:17
Lauren
you can see this one, this has craft user Riverford Anaheim. Right. Like this looks like yeah, Sora from a year ago. And you see those very, very different images. I mean, again, what I like if you have you have people, you have non people, you have illustration images and you are able to have a control. But what’s newer, another piece that I haven’t seen for this is on the full image.
00:23:04:19 – 00:23:29:10
Lauren
There’s a lot of people who are like, I don’t want AI because I don’t want it to devalue my brand. These don’t look like non-news media or visual branding things at all. But if we go to this product image. So I’m still inside of ads and I’m in the edit the media thing, if we go to product image, it takes your seed creatives and then it makes a version of your seed creative, which I I’ve never seen them do that.
00:23:29:10 – 00:23:50:14
Lauren
So you can have on brand images. And I’m putting on brand and in air quotes. It’s calling it product image. So say you have an e-commerce brand and you have like your coffee cup. When you do cards, images, you’re going to see the coffee cup with different background removers. But if you’re watching on YouTube, which I strongly recommend, you can see that it takes my initial creative.
00:23:50:18 – 00:24:13:03
Lauren
And now I have your first images. There’s the same effort you put your dating profile. Now I have a brunet female. And then I have these different power backgrounds. Like I was trying to go for this like liquid glass look. But I can go in and change this to be like I’d like attractive, black woman with natural curls so I can still make that efforts.
00:24:13:03 – 00:24:25:21
Lauren
And I can say, okay, rather than having someone on my team make versions of swapping the person out, I can invite meta to change who they are. Oh, well, never mind if you’re watching this. Like, they just totally disregarded.
00:24:26:00 – 00:24:27:21
Ralph
So it’s not perfect by any stretch.
00:24:27:22 – 00:24:28:10
Lauren
It’s not.
00:24:28:10 – 00:24:39:07
Ralph
Perfect. I know what you’re saying. I know what you meant. Like you can revert back to the original. So now you just, like, change the man in the. What is that? That looks like an iPad. Maybe.
00:24:39:09 – 00:24:39:21
Lauren
I really. Yeah.
00:24:39:21 – 00:25:01:19
Ralph
Know less like, make it look more like an iPad. It’s like you’re actually getting a I don’t know, because there’s. All right, if you’re not watching this on YouTube, there’s basically there’s it’s like a, it’s a nine by 16 image, but it is cut like an iPad kind of thing in the background. And it’s used your branding with the swirls.
00:25:01:21 – 00:25:05:22
Ralph
So it’s stayed true to the brand.
00:25:06:00 – 00:25:24:23
Lauren
Sure. And the initial create the seed. And you can see that like again if you’re watching the mistake that I made was I said I want to see an attractive black woman with natural curls. And so it actually rewrote the entire image versus now I changed the edit, change the man in the picture to an attractive black woman with natural curls and look how great that was.
00:25:24:23 – 00:25:32:13
Lauren
I don’t have to have my creative team make five other versions of this same creatives, right?
00:25:32:15 – 00:25:35:07
Ralph
Yeah, that’s that’s pretty sick.
00:25:35:09 – 00:25:45:16
Lauren
So I can change the man in this image to a, Latina, 40 year plus year old mom.
00:25:45:18 – 00:25:47:09
Ralph
Okay, that is.
00:25:47:11 – 00:25:53:01
Lauren
So this is like, what you can see is like, that’s the creative that my team made.
00:25:54:00 – 00:26:04:10
Lauren
And so now with one sentence, I just saved my team an hour of editing and research and however long they could have spent on it, because it just did that image swap.
00:26:04:12 – 00:26:06:12
Ralph
This is pretty cool.
00:26:06:14 – 00:26:08:04
Lauren
So yeah.
00:26:08:06 – 00:26:16:00
Ralph
I haven’t seen a live demo of this. When did this actually occur? Because you I know you like ran you started running this white 2 or 3 days yesterday.
00:26:16:05 – 00:26:17:00
Lauren
Yeah. Yes.
00:26:17:06 – 00:26:18:12
Ralph
This is the first time you’ve seen it.
00:26:18:17 – 00:26:42:14
Lauren
Because it’s the first time I’ve seen the ability to do product image versus full alignment. So I’ve only ever seen full image. And so then getting to like, literally this is my exact ad now with an attractive Latino woman in her 40s versus like the if I go back to the seed creative I had like, this looks like a college guy.
00:26:43:06 – 00:27:02:13
Lauren
Probably only speaks one language, but I can make those edits and have different versions. So especially when you’re thinking about these creative tests where you’re saying like, well, what works? And I know that, like changing this man to a black woman, like, that’s not enough of a differential for meta to say this is going to penetrate new audiences.
00:27:02:13 – 00:27:17:21
Lauren
But with a test, what it can allow you to see. It’s like, is there a small lift? Because when we looked at the version of full image versus product image, these aren’t 25% difference. Like, this doesn’t hit what Andromeda has wanted or even what I’m.
00:27:18:02 – 00:27:34:10
Ralph
Saying, like they’re I mean, they’re using a different avatar in the image, but it’s not a distinct image. I mean, we’ll leave links in the show notes for the creative diversification playbook, and this does not adhere to that, nor does it, adhere to the creative diversification strategy we’ve been talking about, because it’s got to be very different.
00:27:34:12 – 00:27:57:16
Ralph
Those are similar, but with only maybe like, you know, whatever it is, 15% difference because the the avatar is slightly different. So yeah, not exactly what we’re talking about, but still like meta created this without the effect of without the input or without the need for a creative team, you know, to go back in, you know, and then have the approval process go back out.
00:27:57:16 – 00:28:02:06
Ralph
You can literally do this inside Ads manager, which is amazing. Yeah, cool.
00:28:02:08 – 00:28:22:13
Lauren
And going back to this, like, I read change the full image. So again you can see how different the designs are. Like, it looks like you hired people from Fiverr and you hired four different designers. What was new for me that I discovered yesterday was that you can have 12. I’ve been used to maybe ten, maybe 11, because you get ten new ones.
00:28:22:16 – 00:28:48:09
Lauren
Plus you’re seeing now I’m having 12 new ones plus my seat. So that’s 13 creatives. And the ability for us to edit within meta AI has just I mean, it’s getting better. It’s not perfect because again we look at this one and says craft your perfect opener. Best chances with personalized emails. That’s not the copy direction, but I’m playing off of Mongoose Media’s branding of like, we give condoms for business cards because I want you to practice safe marketing, right?
00:28:48:09 – 00:28:59:14
Lauren
So I’m promoting to the world fewer STIs, more ROI. So, your first email to this same effort as your dating profile fits within the Mongoose Media branding brand.
00:28:59:16 – 00:29:17:08
Ralph
So to speak, but you can edit all that anyway, just like we should. Just to take this a step further, I know we’re we’re getting to the end here is this is awesome. There’s the next step after that, which is enhancements, which maybe is, you know, part of the, Mongoose Media branding. What does that actually bring to the equation?
00:29:17:08 – 00:29:19:10
Ralph
So show us that.
00:29:19:12 – 00:29:40:17
Lauren
This enhancements. Right. Like, I know a lot of people don’t like doing the translate text. I believe in translate text because I’ve told you and I’ve told a lot of my clients that we work with, we’re doing so many multilingual ads that we’re doing as a mandarin and Farsi and French and Spanish, like I when I ran all of the Mitsubishi Cannabis ads, I was doing, like Quebec, French and English, because you have to do it and go back if you have to have bilingual ads.
00:29:40:19 – 00:29:59:04
Lauren
And even when I was at Disney, we’re doing all this stuff in Portuguese. I saw the power of tapping into your backyard by going internationally. So I love the translate text because someone can see this like opportunity. Don’t email, I say go para or spam. Okay, so that’s in Spain. That looks like it’s in Portuguese. We’ll see it up.
00:29:59:06 – 00:30:02:16
Lauren
Okay, I don’t speak Portuguese, but let’s pretend it is though.
00:30:02:18 – 00:30:03:18
Ralph
Yeah.
00:30:03:20 – 00:30:28:23
Lauren
The ad is still in English. The destination is still in English, but someone who maybe lives in Florida, where 2% of Brazil’s world population lives, 2% of the entire Brazilian world population lives in the state of Florida, someone might say, and they’re from Brazil. And their Instagram and Facebook is all in Portuguese, but they’ve lived in the US for 20 years, so it stands out by fitting into their normal profile seed.
00:30:29:00 – 00:30:52:19
Lauren
And because it’s in English and it goes to an English page, they probably speak English. And so it’s relevant for them. So I, I vouch for translated text, but I know many people don’t. And then like music a lot of people don’t like because they feel like, oh, the music isn’t on brand. And you can customize this so you have the ability to say, do you want to choose the song?
00:30:52:21 – 00:31:13:03
Lauren
So which I get for me I’m like I’ll give you all the advantages plus placements. Is it going to be as accessible maybe. I don’t know the ad site links. This one I think is the most honestly the most controversial one. Because if you don’t set it up correctly, you might be pushing someone a different product than is necessary.
00:31:13:03 – 00:31:30:20
Lauren
But what I like about these ad site links, it’s like, you know, on Google when you’re searching for something and you have your site link, so your, your Google search, instead of it being like the size of a quesadilla, it becomes the size of like a Jimmy John’s super sub because it takes up so much more real estate when you have these ads.
00:31:30:20 – 00:31:52:22
Lauren
Site links I have a Pro Max. My phone is like the size of my forearm, right? When you add the site links, you don’t have other ads and feed you dominate the entire profile. So it gives you so much more real estate to push others to be concentrate on you. So I love the ad site links and you’re allowed to edit these like you can have.
00:31:52:22 – 00:32:13:18
Lauren
I’ll show you like this is how the examples are. It’ll take you and they’ll pull automatically from your website pages that they recommend. So again like matters making it so you have less decisions to make. And they’re giving you suggestions like content solutions. They’re pulling from my most visited pages on my website and giving them as recommendations. And then look, they’re making a carousel.
00:32:13:20 – 00:32:34:06
Lauren
So they’re making different ads, which is where we go back to what we’ve talked about was unbalanced. What we’ve talked about with like, the importance of like structuring your website. We’re going like, what is old is new. You need to have a great website because not just going to you stuff on your website to make your ads better, to give you more real estate and give the user the better experience that they want.
00:32:34:08 – 00:32:56:09
Ralph
This is awesome. I have a feeling we’re going to do a follow up episode on this, because I think this is something that we need to delve into deeper, but this is just an introduction to. First off, we were talking about meta creative testing. Maybe, you know, there’s some gotchas there. However, this part of it, which is something that we’ve discussed so many times on the show, it’s like, how do you get diversity in your creative?
00:32:56:11 – 00:33:19:09
Ralph
These tools are cutting edge now, and it doesn’t necessarily like if you’re doing this work for clients, obviously this becomes a maybe a bit of a challenge because they want to keep things on brand and there is an approval process that you have to go through. So there is some gotchas there. However, the point is, is that you can actually diversify your creative right inside ads manager based upon a lot of different factors here.
00:33:19:09 – 00:33:34:05
Ralph
And this is super impressive. And you’re not using this yet. I would start testing it or at least trying it out on your own. Yeah, if you haven’t, if you’re listening to this on the audio, just make sure that you go over to our YouTube channel over a perpetual traffic there. Com forward slash YouTube.
00:33:34:08 – 00:33:36:07
Lauren
Can I give two more comments on like.
00:33:36:09 – 00:33:37:14
Ralph
Two more things.
00:33:37:19 – 00:33:53:16
Lauren
To look things and then I’ll let it go. Just, if you’re not doing relevant comments, that’s silly. Do that anyways. But I will say the thing I like the least. So this flex media, what’s great is if you have a style, you know, when you’re going through your profile or your your stories on Instagram and then you see a square ad.
00:33:53:18 – 00:34:03:18
Lauren
Yeah. And like, okay, well this is obviously not a story. This is an ad because it’s like awkward in the wrong placement. Flex media allows you to take it expands the dimensions.
00:34:03:18 – 00:34:08:13
Ralph
Stretch it or just it stretches. Add above and be above and below.
00:34:08:15 – 00:34:25:22
Lauren
Yeah, like I’ve seen it add arms to people. So if it’s like just my profile and don’t see my arms, it extends up so that you can see the rest of my body like it uses like like what Adobe’s doing really well with their AI tool. So I like flex media because if we read it, it’s like delivers to show your media for a specific aspect ratio across all placements.
00:34:25:22 – 00:34:44:11
Lauren
When it’s likely to improve in performance. So what’s good is it shows like it messes with the dimensions of your ad for ideally better delivery. But we’ve have several clients that say like, hey, this is showing up weird for me and feed. I don’t like the way it looks. It’s like one of those things where if you’re doing this for clients, for me, it’s fine, I don’t care.
00:34:44:11 – 00:34:59:22
Lauren
I want to test every creative AI opportunity possible. As long as meta doesn’t lie and say, I’m going to spend all your money and not give any other ads impressions, but I need to test it all. But I know clients don’t like that this image like it gets stretched for like it might even just cut off this whole side.
00:34:59:23 – 00:35:23:03
Lauren
There’s the flex media means that it’s going to be testing a lot more than you expect. And so with AI and with the enhancements or whatever, you’re using, you just need to make sure that your client is on board to what level of risk tolerance they have. Because when you use AI, there’s a risk. If these images are completely off brand, you have the ability to refine the AI inputs.
00:35:23:07 – 00:35:48:02
Lauren
So you have this in the image generation section, you have two questions that you can answer to. And it’s like 200 characters. Or you can make sure, you’re providing it the right props to fix the creatives if it’s not going the direction you want it to. So, and then you just have to make sure your client, whether you’re using full image for a lot of differences or product image for more on brand and any enhancements you take.
00:35:48:07 – 00:36:07:23
Lauren
If they care more about brand than performance, if they care more about the data than the actual direction of the conversion, you have to take it with a grain of salt. Because we’ve had clients that are like, I want to know which ad which combination that matters more to them than the actual conversions, like, okay, that’s your decision.
00:36:07:23 – 00:36:23:21
Lauren
So you just have to be mindful of one year layering and AI that you have their permission. You know what their risk tolerances. And then you always start with a really good creative because all the images they generate, I don’t think any of them top the one, our initial one, but I’m down to test.
00:36:23:23 – 00:36:38:23
Ralph
Yeah, absolutely. And it’s so easy to be able to do it. And since you’re doing it for your own brand, it’s like it’s really it’s you that’s in there that’s making those decisions. So the branding questions is always going to be the question, but there’s the ability to be able to pull in brand here and then make those offshoots.
00:36:38:23 – 00:36:58:18
Ralph
And you know, if you have a small team or if you have an agency like this is a or you’re just doing it on your own, this is an incredible feature. And they’ve been talking about this for so long. The next step of this, which is maybe another show, is the video at the side of this equation as to whether or not that actually will come in, because that’s obviously a huge part of this.
00:36:58:18 – 00:37:15:18
Ralph
But this is primarily a walk through for, you know, this advantage plus creative image generation, which is amazing. So, we’re going to leave links in the show notes, obviously for all of this. And we’ll follow up with this love to see how the campaign actually does with the testing stuff. You know, when all is said and done.
00:37:15:18 – 00:37:42:07
Ralph
But, there’s a gotcha there. So not everything that is doing this perfect by any stretch. But no, I part is and it’s man, it’s like cutting edge right now. And it just is so in alignment with this whole creative diversification strategy, which is the key to everything with advantage plus sales right now, thanks to the Meta Andromeda update, which we’ve, you know, know what that is done like 20 shows on it.
00:37:42:07 – 00:38:01:06
Ralph
So, I will leave links in the show notes on that. So. All right, so wherever you listen to podcasts, make sure that you do leave us a rating review helps us get to a wider audience and teach people how to do this stuff. The right way through metrics that matter and growth at scales. And of course, if you want to hear Eleven’s help, plug plug here tier 11.com/apply.
00:38:01:06 – 00:38:25:09
Ralph
And of course we’ll leave links in the show notes to Mongoose Media and everything that Lauren is doing, as well as all our social profiles. She’s way more social on the socials. All right. So anyway, all right, so on behalf of my amazing co-host Lauren E Petrillo. So till next show, see you.
