Creative Testing Framework

Manson Chen
Feb 14, 2023
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Here is my creative testing framework you can follow on Meta. I personally use this framework for creative testing so you can follow it to test real influencers, scripts, or new concepts:

  1. Set up a Meta campaign for creative testing with ad sets targeting a broad audience in your country (e.g. US) optimizing for your specific bottom-funnel KPI (e.g. purchase, install, lead, etc).

  2. Each ad set will contain up to 4 new creatives grouped by hypothesis for testing. For example:

    1. Ad Set 1 - Virtual Influencer test

      1. Virtual Influencer 1, ‘3 Reasons Why’ script

      2. Virtual Influencer 2, ‘3 Reasons Why’ script

      3. Virtual Influencer 3, ‘3 Reasons Why’ script

      4. Virtual Influencer 4, ‘3 Reasons Why’ script

    2. Ad Set 2 - Influencer & Script test

      1. Real Influencer 1, ‘Before & After’ script

      2. Real Influencer 1, ‘Skit’ script

      3. Virtual Influencer A, ‘Before & After’ script

      4. Virtual Influencer A, ‘Skit’ script

  3. Let each ad run until it gets at least 30 conversions so you have a good idea of CAC. You will likely have one ad that is taking up all the spend while the others are sitting around. This is a good indication the ad gets better engagement than the rest in the ad set and can scale.

  4. Pause poor performing ads and copy winning ads that meet your performance goal into your business-as-usual (BAU) campaigns. You can continue running the ad in the creative testing campaign so there are no performance fluctuations in your ad account. It’s common a winning ad doesn’t get any spend when copied into your BAU campaigns.

  5. Repeat steps 2-4 at desired tempo. A good rule of thumb is to test 10-15 ads per $50k monthly spend.

There are other creative testing frameworks out there that each come with their own pros and cons:

  • Creative test campaign in a cheap country, like India, with an upper funnel objective first

  • New creatives go straight into BAU campaigns

The main takeaway is to follow a framework. You will also need to construct your creatives in a way that allows you to measure performance of each element.

Hope this helps!

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