Ad creative testing
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Ad creative testing
Most teams waste ad spend testing randomly. A structured approach to creative testing compounds your learnings so every campaign performs better than the last.
Most teams waste ad spend testing randomly. A structured approach to creative testing compounds your learnings so every campaign performs better than the last.
Creative testing happens within campaigns already allocated to segments. You've mapped beliefs to campaigns in the previous playbook. Now you're testing message execution within that structure.
Test three elements: message (which angle resonates), format (image vs video vs carousel vs text), hook (opening line that stops the scroll).
The cybersecurity training campaign targeting compliance officers needs different creative than the campaign targeting breach-reactive CEOs. Same segment, different message angles. One responds to regulatory risk. The other responds to reputation damage.
Lead gen tool creative for Lemlist splits the same way. Marketers targeting paid-skeptics need proof that outbound still works. Marketers targeting LinkedIn-first prospects need proof that email beats LinkedIn for their use case. Same product, different doubt, different message.
Set up a testing framework that tracks campaign, segment, message angle, format, hook, and performance. Document what works per segment. Build a creative library for reuse. Compound your learning over time.
This playbook shows you how to structure testing in Notion, launch variants systematically, and document learnings that improve results.
The first line determines whether anyone reads your ad. Test different hook types (questions, stats, pain statements, outcome promises) to find what stops the scroll for each segment.
Images and videos determine whether ads get noticed in feed. Test formats systematically: single images versus carousels versus videos, and match visual type to segment and awareness stage.
Match CTA to segment readiness. Hot traffic wants "Book demo now", cold traffic wants "Get the guide". Asking for too much too soon kills conversion. Asking for too little from ready buyers wastes opportunities.
Test message angles (pain, outcome, proof, comparison), positive versus negative framing, and platform-specific copy structures. Different segments respond to different angles, and you won't know which until you test.
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