Creative Library - Complete Guide

The Creative Library is a centralised collection of all your ads, images, videos, and text copies pulled from every connected ad network and ad account. Instead of browsing creatives one campaign at a time inside Facebook, TikTok, or any other ad manager, the Creative Library brings everything together in one place — and shows you how each creative is performing across all the campaigns where it has been used.

This is the key difference from what you get inside a native ad manager. A native ad manager shows you the performance of a single ad in a single campaign. The Creative Library aggregates performance across every campaign where that creative, image, video, or headline has been used — giving you a true picture of which creatives are your winners and which are not pulling their weight.

The Creative Library also serves as a storage and organisation hub for your team. Your creative team can upload new assets, tag them, and make them available for media buyers to pull directly into the Campaign Creator when launching new campaigns. No file sharing, no copy-pasting URLs — everything stays inside the platform.

In This Article

1. Why Use the Creative Library
2. What's Inside — Creatives, Media & Headlines
3. Aggregated Performance Metrics
4. Filtering, Sorting & Search
5. Uploading New Assets
6. Tagging
7. Creative Details Preview
8. Bulk Actions
9. Grid View vs. Table View
10. Integration with the Campaign Creator
11. Team Workflow — Creative Team + Media Buyers

1. Why Use the Creative Library

The Creative Library is built to solve several problems that media buying teams deal with daily. Here are the main use cases it addresses:

Cross-Campaign Creative Analysis

Native ad managers show you how an ad performs inside a single campaign. The Creative Library aggregates performance across every campaign, ad set, and ad account where a creative, image, video, or headline has been used — giving you a true picture of which assets are your winners. Sort by spend, CTR, EPC, or usage count to instantly identify top performers and underperformers across your entire operation.

Creative Storage & Organisation

The Creative Library serves as a centralised storage hub for all your ad assets. Upload images, videos, and text copies, organise them with tags, and keep everything in one place. No more scattered files across local folders, shared drives, or chat threads. When it is time to launch a new campaign, your assets are already inside the platform, tagged and ready to use.

Bridge Between Creative Team and Media Buyers

Most teams have a separation between the people who produce creatives and the people who launch campaigns. The Creative Library eliminates the handoff friction. The creative team uploads and tags assets; media buyers pull them by tag directly inside the Campaign Creator. No file sharing, no Slack messages asking "where is that new batch?" — the workflow stays inside TheOptimizer.

Creative Performance Feedback Loop

After campaigns run, the creative team can come back to the Creative Library to review how their assets performed — using the aggregated metrics across all campaigns. This makes it easy to spot which creative directions are working and which ones should be retired or iterated on, without needing access to the campaign management side of the platform.

Safeguard Against Ad Account Loss

If you lose access to a Facebook ad account — whether due to a policy violation, a disabled Business Manager, or any other reason — all creatives from that account are still available in the Creative Library. TheOptimizer saves a local copy of every creative it pulls from your ad networks. Even if the original ad account is gone, your images, videos, and text copies remain accessible for reuse in new accounts and new campaigns.

2. What's Inside — Creatives, Media & Texts

The Creative Library is accessible from the left-hand navigation menu under Creative Library. When you expand it, you see three sub-sections:

Creatives

This section shows full ads as they were pulled from your ad networks — the complete creative unit including image or video, headline text, primary text, and call to action. Each card in the grid displays a thumbnail preview, the ad network it belongs to (shown as an icon), how many campaigns it is used in (shown as a badge), and three key performance metrics: Spend, CTR, and EPC.

Media

This section extracts just the media — images and videos — from all your ads and brings them together without any text, headlines, or CTAs. Each image or video is treated as a unique asset. If the same image has been used across 10 different ads in 10 different campaigns, the Creative Library recognises it as one asset and shows the aggregated performance across all of them.

Video thumbnails show a Play Video badge so you can distinguish them from images at a glance.

Headlines

This section extracts just the text copies — headlines, primary text — from all your ads and displays them independently. Each unique piece of text is shown as its own card with aggregated performance metrics across every ad and campaign where it has been used.

This makes it easy to spot which copy is resonating and worth reusing, without having to check individual ads one by one.

3. Aggregated Performance Metrics

This is the most powerful aspect of the Creative Library. Instead of showing performance for a single ad in a single campaign, every item in the library shows aggregated metrics across all campaigns where it has been used.

For example, if the same image has been uploaded as an ad across five campaigns in three different ad accounts, the Media section shows the total Spend, CTR, EPC, Revenue, Clicks, and Impressions from all five campaigns combined. The same applies to Creatives (full ads) and Headlines (text copies).

This gives you a true cross-campaign view of creative performance that is not available in any native ad manager. You can quickly identify which images, videos, or text copies are your best performers across your entire operation — not just within a single campaign.

Each card in the grid shows three metrics at a glance: Spend, CTR, and EPC. For the full set of metrics (Revenue, Clicks, Impressions, and more), click on the item to open the Creative Details preview.

4. Filtering, Sorting & Search

The top bar of each section provides a set of filtering and sorting options to help you find what you are looking for quickly.

Filtering options:

• Metrics — filter by performance thresholds. For example: show only creatives where Spend is greater than $100, or CTR is above 2%. You can combine multiple metric conditions.
• Tags — filter by tags that have been assigned to creatives (see Section 6 — Tagging). Useful when your team has tagged assets by campaign, media buyer name, creative batch, or any other convention.
• Traffic Source — filter by ad network to see only creatives from Facebook, TikTok, Taboola, or any other connected network.
• Accounts — filter by specific ad accounts.

Sorting options:

• Spend Highest / Spend Lowest — sort by total spend across all campaigns
• Newest / Oldest — sort by creation date
• CPR — sort by cost per result
• Most Used / Least Used — sort by the number of campaigns where the creative, image, or headline has been used

Search — search by text content, image name, video name, or other identifying information.

Date picker — adjust the date range for the performance metrics displayed. This controls the time window for all the statistics shown on the cards.

Show Uploaded Only — a toggle on the right side of the toolbar. When turned on, the view filters to show only assets that your team has manually uploaded to the Creative Library — excluding creatives that were automatically pulled from your running campaigns. This is useful when you want to focus specifically on what your team has stored in the library.

5. Uploading New Assets

Each section has its own upload button at the top: + Upload New Creatives, + Upload New Media, or + Upload New Headlines.

Uploading Creatives

Click + Upload New Creatives in the Creatives section. The upload screen has two main areas:

• Headlines — enter the headline text that will be displayed with your media. Enter one headline per line. You can also click Use Headlines from Creative Library to pull in existing headlines already stored in the library.
• Media — upload images or videos by dragging them into the drop zone or clicking to browse. You can also click Add Media from URL to import from a URL, or Use Media from Library to pull in images or videos already stored in the Media section.

Limits: max 100 images and 20 videos per upload. Minimum dimensions 100×100px.

On the right, the Creatives Preview panel shows a live preview of the creative combinations that will be generated from the headlines and media you have added.

At the bottom, the Tags field lets you add tags to the uploaded creatives before submitting (see Section 6).

Click Upload New Creatives to submit.

Uploading Media

Click + Upload New Media in the Media section. Drag images or videos into the drop zone or click to browse. You can also use Add Media from URL to import from external URLs.

Same limits apply: max 100 images, 20 videos, minimum 100×100px.

Add tags at the bottom before uploading. Click Upload New Images and Videos to submit.

Uploading Texts

Click + Upload New Headlines in the Headlines section. Enter your text copies in the text area — one headline per line. Add tags at the bottom.

The Headlines Preview panel on the right shows a preview of what will be uploaded. Click Upload New Headlines to submit.

Uploading via API

For teams that want a fully automated pipeline, TheOptimizer also supports uploading creatives, media, and headlines via API. This is useful when your creative team stores assets in a shared folder or DAM system — a technical team member can set up an automated process that watches for new files and pushes them to the Creative Library automatically, with tags applied programmatically. Contact support or refer to the API documentation for details.

6. Tagging

Tags are the organisational backbone of the Creative Library. Every creative, image, video, and headline can be tagged with one or more labels that you define.

How to add tags:

• During upload — use the Tags field at the bottom of the upload screen before submitting
• After upload — click on any item to open the Creative Details preview, then use the + Add Tags option
• In bulk — select multiple items, then use the bulk action to add tags to all selected items at once

Common tagging conventions:

• By media buyer name — so each team member can filter to find their own creatives
• By creative batch or campaign — e.g., "March-batch-1", "summer-promo"
• By content type — e.g., "UGC", "product-shot", "testimonial"
• By status — e.g., "approved", "testing", "winner"

Tags are used for filtering in the Creative Library itself, but more importantly, they are also available as filters inside the Campaign Creator when you are selecting media for a new campaign. This is what makes the team workflow described in Section 11 possible.

7. Creative Details Preview

Click on any item in the grid to open the Creative Details dialog. This provides:

• Preview — a larger view of the creative, image, or headline
• Tags — view and add tags directly from this dialog
• Ad Network — which network this creative belongs to
• Extended performance metrics — the full set of aggregated KPIs: Spend, CTR, EPC, Revenue, Clicks, and Impressions (the grid view only shows three)
• List of Campaigns — every campaign where this creative is currently being used. Each campaign name is clickable — it takes you directly to that campaign in the Campaigns section
• Clone Creative — duplicate the creative within the library

The campaign list is particularly useful for auditing — you can see at a glance where a creative is running and click through to check performance or make changes at the campaign level.

8. Bulk Actions

Select multiple items in the grid by clicking their checkboxes (or using Select All). Once you have a selection, the following bulk actions are available:

• Delete — remove the selected items from the library
• Clone — duplicate the selected items
• Add Tags — apply one or more tags to all selected items at once

Bulk tagging is especially useful when you receive a batch of new creatives and want to tag them all with the same label before your media buying team starts using them.

9. Grid View vs. Table View

The Creative Library supports two display modes, toggled from the icons in the top-right corner of each section:

Grid view (default) — shows creatives as visual cards with thumbnails and three key metrics (Spend, CTR, EPC). Best for browsing visually and quickly recognising images or videos.

Table view — shows creatives in a row-based table with all performance columns visible. Best for comparing metrics side by side, sorting by specific columns, and working with large numbers of items where scanning a table is faster than scrolling a grid.

10. Integration with the Campaign Creator

The Creative Library is not just a passive collection — it integrates directly into the Campaign Creator to streamline the campaign creation process.

When you are creating a campaign in the Campaign Creator and reach the point where you upload media (images or videos) for your ads, you have the option to browse and pull assets from the Creative Library instead of uploading from your computer. You can filter by tags, sort by performance, and select the creatives you want to use — all without leaving the Campaign Creator.

This integration means your team does not need to re-download images from one place and re-upload them somewhere else. Assets that are already in the Creative Library are immediately available for any new campaign.

The same applies to headlines — when writing ad copy in the Campaign Creator, you can pull in text copies from the Creative Library's Headlines section.

11. Team Workflow — Creative Team + Media Buyers

The Creative Library is designed to support a separation of responsibilities between creative production and campaign management. Here is the workflow most teams adopt:

Step 1 — Creative team uploads and tags. The creative team (or whoever produces ad assets) uploads images, videos, and text copies to the Creative Library and tags them using whatever convention the team has agreed on — by media buyer name, by campaign type, by batch date, or any other system. This can be done manually through the interface or automatically via API.

Step 2 — Media buyers pull creatives by tag. When a media buyer opens the Campaign Creator to build a new campaign, they browse the Creative Library from within the launcher. They filter by their tag (e.g., their name, or the batch they need), select the assets, and use them in the campaign — without having to coordinate directly with the creative team for file handoffs.

Step 3 — Creative team reviews performance. After campaigns have been running, the creative team can come back to the Creative Library to check how their assets are performing — using the aggregated metrics across all campaigns. This helps them spot winning creatives that are worth iterating on and underperformers that should be retired or reworked.

This cycle repeats daily for most teams: produce → upload and tag → launch → review → iterate.