How I count concepts

AI makes versions in minutes, so accounts fill up with them. A report that says 30 ads were tested is often 3 ideas.

• A version keeps the reason to buy and changes the hook, the face, the format or the edit.
• A concept is a different reason to buy, for a buyer in a different moment.

The quick test: ask the buyer in the ad, "Why did you buy?" Same answer, it's a version. Different answer, it's a new concept.

Sleep supplement, a nurse who can't switch off after night shifts, new face: a version. Same product, a new dad who needs his three hours of sleep to count: a new concept.

1. Every ad name starts with its concept, from the day it ships.
2. Search the concept code in Ads Manager to see spend per idea, not per ad.
3. A concept counts as tested only once it has had its week of spend (see the test budget). Ten versions that shared one week are one test.

C{concept number}-{buyer moment}-V{version number}-{what changed}

C07-nightshift-nurse-V01-original
C07-nightshift-nurse-V02-new-face
C07-nightshift-nurse-V03-podcast-format
C08-new-dad-3-hours-V01-original

If AI ads didn't work for you, the test may have been one idea, thirty times. Count concepts, not ads, and you'll know what you've actually tested.