Maximize Creative Volume
Data shows that for AppLovin's models, campaigns with more ads and greater variety outperform campaigns with cherrypicked best performers. Advertisers should add as many new creatives as possible to maximize campaign scale and performance.
Adding Creatives Helps Maintain ROAS While Scaling
A clothing brand on our platform illustrates the impact of adding creatives on performance. Over the course of 4 weeks, they were able to scale from $60k/week to $223k/week at the same ROAS as they consistently added more creatives to their campaign, from 20 to over 350.
Campaigns With All Available Ads Outperform Cherrypicked Top Ads
We tested the impact of having a high volume of creatives with brands across meal delivery, supplements, and makeup categories. Each brand ran two campaigns with the same budgets and targets:
- Campaign 1 (All Ads): All available creatives (avg: 182; range: 65-340)
- Campaign 2 (Top Performers Only): Top 5-10 creatives manually chosen
In every case, the All Ads campaigns outperformed campaigns with a smaller set of “top winners” by 7-23%.
Our creative optimizer selects the best ad for each impression in real time. Many ads play a crucial supporting role in driving conversions, even if they aren’t the last clicked AppLovin ad that gets attribution credit. Pausing creatives—even those that appear on the surface to be lower performers—or cherrypicking top creatives limits the optimizer’s effectiveness.