How To Structure Your Creative Testing

Creative testing depends on a few things:

How much “excess fat” you have in your blended ROAS (every new asset you test is going to reduce your return)
Do you need to improve your performance? (do you need the new winning ads to be hit targets, or are you already there?)

Set a testing budget per day or per week, then work out how many assets you could test with that budget. This will tell you how long it will take before trying every help. For budgeting, start with all spending in testing, and then move to approximately 80% of the TOF budget in evergreen and 20% in testing.

Read More: How To Optimize Your Ad Creatives?

CBO Testing Campaign

Dynamic Creative ad set per concept (creative theme, hook, message, etc.). If it’s: “This pill stops headaches,” that would be one concept in one ad set. If it’s: “This pill relieves stress,” that’s another ad set, and so on.

I wouldn’t launch each ad set at the same time. Instead, stagger them every couple of days so you do not have to optimize and audit their performance. Instead, you can check in over a week on each of them.

Single ads, ads set in the same campaign

This is where you’ll pull out the Dynamic Creative assets that get the most spend or show the most positive signs (use the Post ID from the dynamic creative ad to keep some data against the creative).

For audiences, start with broad, then if wide isn’t profitable or successful, move to lookalike audiences or interest audiences for testing.

CBO Evergreen campaign

Audiences you can rely on if you have them. If not, then broad, LLA, and interest stack ad sets.

You were winning ads from a previous activity if you have them. If not, this will be the place you duplicate the single winning ads if they continue to perform well in the single ads ad set above.

All winning ads go into every ad set and turn off if you’re finding new testing ads that beat the evergreen campaign. Or if the evergreen campaign is not profitable and hitting targets.

When you’re ready to optimize, only turn off ads if the duplicate performs better. We’ve seen it countless times when you duplicate an ad. It doesn’t continue the same performance. For example, if you’re getting a 3x ROAS from the testing DC, and a 2.5x from the single ad, don’t pause them until you’re getting the same in the

Evergreen campaign, and even then. It may be best to leave all ads live if they’re exceeding KPIs.

Note that creative testing can still include retargeting. BUT, the success of the ad account is driven by what happens at the top of the funnel. We also know that TOF campaigns will do some retargeting on their own. If you don’t have the greatest exclusions set up.

Additional Resources

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