Executive Summary
- • 3:2:2 stands for 3 Creatives, 2 Primary Texts, 2 Headlines.
- • This structure isolates variables so you know exactly *why* an ad worked.
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Action: Implement this testing structure in a Dynamic Creative (DCT) campaign immediately.
Randomly launching ads is gambling. The 3:2:2 Method is engineering. It is a specific Dynamic Creative Test (DCT) structure designed to isolate variables and feed the algorithm exactly what it needs to optimize.
The 3:2:2 Structure
Inside a single Dynamic Creative Ad Set, you input:
- 3 Creatives: (Images or Videos) that are visually distinct. Do not just change the background color. Change the concept (e.g., 1 Unboxing, 1 Testimonial, 1 Product Shot).
- 2 Primary Texts: (The caption above the ad). One long-form storytelling (addressing objections), one short-form direct response (punchy and offer-focused).
- 2 Headlines: (The bold text next to the button). One benefit-driven ("Stop Acne in 3 Days"), one urgency-driven ("50% Off Ends Tonight").
Why It Works
Meta's AI will mix and match these elements (3 x 2 x 2 = 12 combinations) to find the best performing combination for each individual user. It takes the guesswork out of "which headline works best?" The algorithm tells you.
Sources & References
- 1. Professor Charley T. "The 3:2:2 Method Explained."
- 2. Meta Business Help. "About Dynamic Creative Optimization."