#creative-testing

11 notes tagged “creative-testing”.

• Creative diversity after Meta Andromeda — the five levelsDara Denney's ladder for creative diversity on Meta post-Andromeda — level 0 statics vs video, 1 format expansion, 2 awareness-level expansion, 3 desire/motivation expansion, 4 persona and use-case expansion, 5 "true" diversity — and how it changes test setup (all statics in one ad set, maximum visual range per video test).
• Creative similarity and "entity IDs" — why 30 ads can get one ad's worth of deliveryHow Andromeda clusters look-alike ads into one "entity" (industry term), which creative variables make an ad count as different (format, production style, audio, setting, persona), and how to tell similarity from fatigue.
• Creative volume and hit rate — why you need dozens of ads per winnerPaid social for apps is a volume game — one operator saw 1 winner per ~85 videos and ~$800k of $1.5–1.8M spend wasted; teams now ship 400+ concepts/month, test in cheap geos, and treat flat, "stable" performance as a sign they stopped searching for breakout creatives.
• How many ads per ad set, and the minimum budget for a Meta campaignPractitioner numbers for ads per ad set (10 to start, 15–20 diverse concepts in a consolidated ad set, 3–6 per concept test, ~20 for ASC) and minimum daily budgets (≥3× target CPA, ≥$100/day for ASC, $100–300 per concept test).
• Iterating on winning ads and the weekly hook-testing cadenceDara Denney's 10 iterations on a winner (messaging, edit, messaging-visual, format, creator, green screen over the ad, user-journey, human-desire, high-fi founder, and when to revive a loser) with the 90/10 net-new rule, plus Savannah Sanchez's weekly framework (2 concepts × 2 written × 2 visual hooks) and "same concept, new creator" tests.
• Meta creative testing setups at $5K, $50K and $1M+ per monthConcrete creative-testing configurations by spend level — one ASC with ~10 ads at lean budgets, an ABO testing campaign with one ad set per concept (3–6 ads, $100–200/day) at growth, and 10–20 tests/week at $200/day for ~7 days at scale — plus rules on test length and not mixing new ads with proven ones.
• Paid social creative testing for apps — levers, hook/hold rate, 3-day testsThe levers of paid social (Meta/TikTok/YouTube) for apps, hook-rate and hold-rate targets, and Ivy's 3-day creative test (4 creatives per themed ad set, $50/ad set) run on highest-converting weekdays.
• Scaling a Meta ad from signal to winnerHow practitioners decide something is a winner (spend velocity of $2K in 4–5 days, 2× the account benchmark held 3–5 days, internal ROAS above ~2) and how they scale it — budget steps, duplication into ASC or new ad sets, bid-strategy combos, new funnels and new avatars.
• The Meta ads testing engine for ecommerce — discovery, optimization, scalingSmart Marketer's 3-phase creative testing SOP for ecommerce Meta accounts ($15–20/day per variation, 10–15 angles, 3+ days, 20–30% hit rate), mining past ad data by segment, and the format → context → perspective ladder for fighting creative fatigue.
• The three ad creative metrics that matter — thumb-stop ratio, unique link CTR, conversion rateSmart Marketer's three creative metrics read as a story — thumb-stop ratio (3-s views ÷ impressions; >30% great, <15% rework), unique link CTR (~1.5% internal benchmark), conversion rate — plus "ad scent" when clicks don't convert, and how to build the custom metric in Ads Manager.
• When to iterate on a winning Meta ad vs make a net-new conceptDiversity (net-new concepts) explores new personas; iteration exploits a proven persona × angle combination — how the 2025–2026 practitioners split effort, what counts as each, and the cases where a small tweak is enough.