Other than a monthly cycle, how can creative testing be deployed for your paid media campaigns? A big part of the optimization journey is to know when to change paid media creative. So from this perspective, there is no one-size-fits-all. If you make creative optimizations or creative changes too quickly, you're not giving the algorithms and your people a chance to find the top performers.
We advise not making changes on creative in the first seven days or so, just to give it a chance to perform. If you see that ads are not performing and some clear winners are coming through in the first two to three weeks, that's a good time to optimize and make creative changes. In this case, optimization might be, 'Look, creative 1 or message 1 works really well. Let's create more variations that look like that and optimize away from the ads that don't work.'
In addition to knowing when to change paid media creative, you also want to know how to run creative testing.
