6 min read
What a creative test can and can't tell you
Fourteen days of spend will find a winner. It won't tell you why, unless you set the test up to.
Written by Marcus Bell, head of strategy
A test tells you which ad earned the most. On its own, it does not tell you which part of the ad did the work.
Change one thing at a time
We keep the creator, the product shot and the ending the same, and change only the hook. When an ad wins, we know why.
Give it long enough
Day-one leaders often fade. We judge on fourteen days, not three, and pause only the clear losers early.
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