Essential Guide to Building a Creative Testing Framework

Why Creative Testing Matters

Creative is the #1 lever for performance. Yet most advertisers:

• Test randomly without a system
• Don't test enough variations
• Give up on winners too early

The 4-Stage Creative Testing Framework

Stage 1: Concept Testing

Test broad creative concepts to find what resonates:

• Different value propositions
• Various content formats (UGC, product, lifestyle)
• Multiple hooks and angles

Budget: $500-1000 per concept

Stage 2: Element Testing

Once you have a winning concept, test elements:

• Headlines
• CTAs
• Colors
• Music (for video)

Budget: $100-200 per variation

Stage 3: Iteration

Take your best performers and create iterations:

• Different lengths
• Various aspect ratios
• A/B on specific elements

Stage 4: Scaling

Winners go into scaling campaigns with higher budgets.

How to Measure Creative Performance

Key metrics:

• Hook rate (3-second view rate)
• Hold rate (completion rate)
• CTR
• CPA

Creative Testing Rules

Test one variable at a time

Ensure statistical significance (1000+ impressions)

Document learnings

Build a swipe file of winners

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