Does it ever feel like pulling teeth trying to come up with new ads for your campaigns?
If so, you’re going to love our Ad Multiplier.
It’s a cool little tool we created to flesh out and strategize campaigns, and it will help you plan the copy, creative, and other assets for your next traffic play.
In this article, you’ll learn how to use the Ad Multiplier to:
- Turn a few ideas into 6–18 separate ad concepts
- Fight ad fatigue and scale winning campaigns
- And leverage more copy and creative styles, so you can find what works best for your audience
To get started, download the Ad Multiplier and then move on to Step 1.
Step 1: Start with Hooks & Copy
As you can see, Step 1 of the Ad Multiplier starts with a simple 3×3 grid.
On the y axis you have 3 copy styles: short-form, long-form, and testimonial.
Then on the x axis, you have room for 3 hooks of your choosing—like a focus on pain/benefit, appeal to logic, aggravate insecurity/anxiety, blame shift, status elevation, improve your average day… Whatever hooks you think might apply best to your offer.
(If you need more help coming up with hooks, here are 7 of Ezra’s favorite hooks with examples.)
Filling out your grid.
Here’s what you need to do for Step 1:
First, choose 3 hooks that you think apply best to your offer and note those in the 3 columns. When you match these hooks with the corresponding copy styles, you’ll have 9 hook-copy combinations.
Next, from these 9 options choose 3–6 squares. These represent the ads you’ll bring to life.
Which squares should you choose?
Pick the copy-hook combos that make the most sense here.
For instance, if you don’t have any testimonials then forget about the bottom row. Or if you’re using a story hook, that will probably require long-form copy.
But don’t obsess over the decision. Pretty much every copy style has the potential to work with every hook, so there are no wrong answers here.
How many ads should you start with?
If you’re just getting started as a media buyer, I would recommend sticking closer to 3 ads.
If you’re more advanced, feel free to create up to 6 ads. Just don’t go over 6, because that will result in too many ads for Step 2 (i.e., more ads than Meta can digest in a campaign).
Ad creation comes later.
To clarify, you’re NOT creating the ads at this point. You’re just planning the campaign. You don’t actually create the ads until after you’re done using the Ad Multiplier.
Now, it’s time to move on to Step 2.
Step 2: Add Your Creative Styles
Next, we layer in our different creative styles.
(This is an important step, because one of the biggest mistakes advertisers make is not using all the creative styles at their disposal.)
You’ll notice that Step 2 brings us another grid. This time it’s:
- Y axis: the squares going down represent the 3–6 ads you chose in Step 1
- X axis: The squares going across represent the 3 creative styles—short video, long video, and static image
Choosing ads for your campaign.
Depending on how many ads you chose in Step 1, you now have somewhere between 6–18 ads in your grid.
These represent the ads you can create for your campaign. Choose as many as you need to fit your purposes—and again, if you’re just getting started or have limited resources to develop new creative then stick to the lower end of that range.
But no matter how many ads you choose, include at least 1 video and 1 static image for each ad. It’s important to have both types to give Meta enough variety to work with.
Now you’re ready to start creating your ads, each with a unique combination of hook, copy style, and creative style!
How and When to Use the Ad Multiplier
The Ad Multiplier will help you plan and create way more ads than you’re currently producing, giving you the flexibility you need to test new ad strategies, overcome ad fatigue and scale winning campaigns.
And once you start creating and testing these ads and seeing results, you’ll want to come back to the Ad Multiplier again.
In round 2, you’ll be able to:
- Take winning ads and create more variations on that concept
- Or try out new concepts once you start to see fatigue in your campaigns
It’s a simple system, but that’s what makes it so easy and effective to use. So give it a try and let us know how it works!
Want More Help With Ad Creative?
This Ad Multiplier will be a huge help in generating more ideas for your campaigns, but it’s only a fraction of what we have to teach you about ad creative.
If you want to learn our complete system for planning, producing and optimize winning ad creative (even with a small budget or no production experience), then check out our Ad Creative Class here:
