When you create an ad, you have the option of using up to five manual primary text variations.

I haven’t seen any official documentation from Meta about how many variations we should provide to best optimize, but there are clues.

At Least Three

Once you’ve written out your first primary text option, you’ll see a message that it’s not optimized. Hover over it and you’ll see the following:

Add 2 or more text options. The more text options you use, the more you can reduce creative fatigue and personalize your ad for each person who sees it.

Once you add a second option, it reads “partially optimized.”

And when you add a third option, the message will disappear.

So, it appears that Meta wants us to use at least three primary text variations. I’m not sure what data that’s based on, but it’s clear that’s what Meta wants us to do.

What About Headlines?

What’s interesting is that I don’t see that message when providing headline options, so multiple options may not be as important there.

I usually add about three primary text variations, but how about you?

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