Top 3 Creative Tests to Run in 2023
Creative can make or break an ad account, and an ad account is only as strong as the creative the end user sees.
We know this.
So how can you improve your creative strategy right now in your ad account? Keep reading below to get three of the best ideas in ad buying right now for how to expand on winning creative and/or improve your account creative to begin testing and finding that one creative that can help to propel your account and profitability to the next level.
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Test 1:
Video length iterations (i.e. 7 second vs. 20 second vs. 30-40 second vs. 60 second) of the same base video
Once you find a best-performing video, iterate on it! If it’s longer, shorten it; if it’s shorter, lengthen it. This will help to determine what angle works best for converting and whether the customer needs more or less information to convert. Also, some people want shorter videos and some don’t mind watching longer videos if they’re interested and if a product is interesting but they need more information to decide if they need or want the product. Different iterations helps to horizontally scale your ad account with proven creative to reach more people and meet them with the type of creative they want to see and watch.
Test 2:
Hook & Hold Scene iterations with best-performing body video
When you find a winning UGC video in your account, similar to Test 1 ^^, iterate on it! BUT this time, iterate on the actual content of the video. Investigate the video metrics (like thumbstop, hold rate, 25% VV, 50% VV, and thruplays) to see what video watch time dropoff looks like. THEN, test changing the hook and leaving the rest of the body video the same AND test leaving the hook the same and change the hold scene (otherwise known as seconds 3-6 of the video after seconds 1-3 as the hook) to see exactly which part of the video is the winning part.
This is another way to horizontally scale your account and find out more information about what is making your customer convert. THEN you can duplicate the learnings into more videos and other iterations and styles of content based on the information you’re getting from what they want to see, what their main problem is that your product is fixing, and what they’re most interested in.
BONUS: Once you find out the angle, theme, and direction that converts your customer, you can test with different creators (different genders, ages, locations, etc.) to test more variables and leave the main meat and potatoes of the content the same to single out what is converting in the creative and what’s not.
Test 3:
Graphics with text overlay (i.e. Us vs. Them, Short testimonial text overlay, quote from a press article text overlay, “Better than X” text overlay, etc.)
UGC testimonial, image ad creative for remarketing campaigns. Copy is a direct quote from testimonial. We’ve improved our CPL’s 30-40% with these.
Theory: These ads feel like Facebook posts from friends, thus feel super native
Also part of the UGC playbook of “real people, real success”
Thank you to Mark Pereyra from the Foxwell Founders Membership for submitting this creative testing best practice.
