You can follow these best practices to effectively refresh your creative assets within your Demand Gen campaigns, which can help optimize your campaign’s performance and drive ad performance.
Learn more about Demand Gen campaign creative: Asset specifications and ad format guidelines.
On this page
- General creative assets refresh best practices
- Creative assets refresh best practices specific to creative goals
General creative assets refresh best practices
- Add new creative assets first: Before you remove or replace existing assets, add new assets first for better coverage and asset diversity. This helps improve ad strength and drives ad performance.
- Determine new creative asset placement: Place your new assets based on their compatibility with your current assets and creative goals.
- Existing assets: Your new creative assets are a great addition to an existing ad if they are on-message and align visually, conceptually, and stylistically with your current creative assets. Otherwise, place them in a new ad.
- Creative goals: The best course of action may depend on your creative goals and expectations for your new creative assets. Check the Creative assets refresh best practices specific to creative goals section for detailed guidance.
Creative assets refresh best practices specific to creative goals
Refresh evergreen campaigns
To make creative changes to a high-performing evergreen campaigns with minimum impact on campaign performance and learning, follow these best practices:
- Make gradual creative changes: Only change a small portion of your total assets periodically. This helps the system maintain stable performance as it learns. This is applicable to all asset types.
- Keep top-performing assets: Let your top-performing assets run continuously. If you need to remove or replace your creative assets, make sure that they meet the following criteria:
- Had sufficient time to ramp-up for at least 14 days
- Underperform relative to your campaign's set goal
New creative for flighted campaigns
To help ensure that your new creative assets serve throughout your campaign’s flight duration, follow these best practices:
- Create a new campaign for your new creative assets: This helps maximize system exploration and speeds up optimization.
- Note: Your campaign will go through an initial learning period, which requires about 50+ conversions. It’s recommended that you plan your activation timeline with this in mind to help ensure that your campaign is ready for its "primetime" days. If your new assets can’t go live until primetime like Black Friday, consider the following:
- Before primetime:
- Add your new assets to a paused ad to ensure that they are policy approved before primetime.
- Temporarily enable an ad with evergreen assets and set a lower budget to help your campaign go through the initial learning period.
- At primetime: Pause your evergreen ad, increase your budget to its intended level, and unpause your new creative assets when ready.
- Before primetime:
- Note: Your campaign will go through an initial learning period, which requires about 50+ conversions. It’s recommended that you plan your activation timeline with this in mind to help ensure that your campaign is ready for its "primetime" days. If your new assets can’t go live until primetime like Black Friday, consider the following:
High volume creative assets test
To help ensure that all your assets get adequate spend when you generate new creative assets at scale, follow these practices:
- Test new creative assets in bulk in a new campaign first: Like any campaign, make sure that your test campaigns follow best practices to get reliable results. After you identify the top-performing creative assets, gradually integrate them into your evergreen or existing campaigns.
- Focus on creative quality and diversity over quantity: After you achieve "Excellent" ad strength across a set of thematically distinct ads in a single campaign, it’s recommended to invest in quality creative assets over quantity.
- Note: Since more creative assets require more budget to be sufficiently explored, a large volume of new creatives over short periods may not achieve optimal performance or generate reliable test results.
