Robert Brill, the CEO of Brill media, discusses a powerful creative testing framework for Meta that can be used across paid media channels.
The framework starts with a control and variable test, where five different creative executions are created using the same five images, five primary texts, and five headlines.
After running the test, the best performing creatives are determined, then combined into four different creative executions, optimized to lead or sales, and run as dynamic creative ads. After 10,000-20,000 impressions, the best performing post ID is determined, and becomes the start of an “all-star team.”
Estimating action rate for these ads takes five days and $350. For the second step, the best performing creatives are kept, and two different creative concepts are tested. This helps ensure the best possible ads are chosen for a variety of messaging styles. There are a variety of different possible creative concepts including UGC, us versus them, features and benefits, testimonials, product testing, offer testing, long form video, short form video, long form text, short form text, and animated creative.
This creative testing framework is incredibly valuable, as it can be done with just $350 of ad spending and five days of ad delivery. This is much more useful than testing 125 different creative executions, which would cost thousands of dollars. After doing this for a few months, you will have six to 12 of the best ads that can be run for a long period of time. This will ensure that the vast majority of your conversions are happening with your best one to two ads.
By continuing to do this on a 30 day cadence, the algorithm will have what it needs to drive more leads and sales. This testing framework is an incredibly strong way of stewarding your media investment and can get you a long way towards success with very low spend. It can also help you discover which messaging styles resonate with different audiences.
Different types of people like different types of messaging, from short form video to long form text. If you have a variety of creative executions, you are more likely to reach more people and have them take action on your ad.
If questions arise, Robert’s email is [email protected], and his calendar can is brillmedia.co/rb.
With this creative testing framework, businesses can find the best performing ads and make sure they are providing the right messaging to the right people. This will help them achieve their goals and grow their business. It is an incredibly effective way to maximize the impact of their media investments.