Ad Creative Testing: 5 Steps to Scale Results

Want better performing ads? Here's how to test your ad creatives effectively in 5 steps:

Key Stats:

• Users spend just 2.3 seconds on desktop ads
• 1.7 seconds on mobile ads
• Testing can improve ad effectiveness by 20%
• Budget needed: £50/day minimum for A/B tests

Quick Budget Guide:

• Small budget (20K-100K €/month): Run 2 concept tests + 6-12 different ads weekly
• Test budget: Use 20-30% of total ad spend

The bottom line: Start with simple A/B tests, then scale up to automated testing as you grow. Each method has its place - pick based on your budget and goals.

Let's break down each step...

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Basic A/B Testing

A/B testing is a simple way to compare two ad versions. It helps you figure out which one works better by changing just one thing at a time.

How Well It Works

A/B testing is great for finding out what your audience likes. By tweaking one thing - like the ad copy or image - you can see exactly what makes a difference.

Facebook's A/B testing tool splits your audience in half, giving you reliable results. This helps you make smart choices based on real data.

Ability to Scale

A/B testing is useful, but it has limits. You usually need to run 7-10 tests to find a winner. This can take a while and might not always be worth it.

To make the most of A/B testing:

• Test things that really matter
• Name your ad versions clearly
• Use what you learn to make better ads in the future

Time and Cost

A/B testing takes time and money. Here's what you need to know:

A/B testing costs money upfront, but it can save you cash later by making your ads work better.

"A/B testing lets you systematically work through each part of your website to improve conversions." - Mareen Cherian, Author and Marketing Professional

If you use A/B testing wisely, you can make better ads and get more bang for your buck. For example, a Madgicx eCommerce client selling watches got almost 4 times their money back by always testing their ads.

2. Testing Multiple Elements at Once

Want to supercharge your ad testing? Try multivariate testing. It's like A/B testing on steroids.

Here's the deal: Instead of testing one thing at a time, you test multiple ad elements together. This shows you how different parts of your ad work together (or don't).

Does It Work?

You bet. Multivariate testing can uncover some pretty cool stuff.

For example, you might find that a specific headline CRUSHES IT when paired with a certain image. But put that same headline with a different image? Meh.

Need proof? Check this out:

Hyundai Netherlands saw a 62% jump in conversions and a 208% increase in click-through rates. How? By using multivariate testing on their car landing pages.

Can You Scale It?

Yes, but there's a catch.

You can test tons of variables at once. Sounds great, right? But here's the thing: More variables = More traffic needed.

Time and Money

Let's be real: Multivariate testing isn't a walk in the park.

• It takes longer
• You need lots of traffic
• Analyzing results can be tricky

But don't let that scare you off. The payoff can be HUGE.

Just ask Microsoft Office. They used multivariate testing on their landing page and BAM! 40% more conversions.

Want to give it a shot? Here's a quick guide:

1. Start with a solid idea
2. Create different versions of each element
3. Set clear goals
4. Run the test until you have enough data
5. Figure out which combo works best

Remember: Multivariate testing isn't easy. But if you've got the traffic and resources, it can unlock some serious wins for your ads.

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3. Automated Ad Testing

Let software do the heavy lifting. Here's the scoop:

How Well It Works

Automated tools supercharge your campaigns. They use data to find winning ad combos fast.

Take Marpipe. It tests tons of variables at once, quickly spotting top performers.

Warner Bros. Discovery saw big wins:

"Email personalization led to a 72% jump in open rates and 20% higher retention for engaged users."

Ability to Scale

This is where automation shines. Tools like Hunch can pump out thousands of personalized ads across channels.

A G2 user shared:

"We delivered over 700 ads to 110+ Facebook ad sets instantly. We customized creatives and copy with local slang, area names, and target audiences."

Try doing that manually!

Time and Cost

Automated testing saves time, but there are trade-offs:

Pricing varies. Kantar LINK+ starts at $4,500 for self-serve and $8,080 for full service.

The real value? Time saved. With 64% of creative teams spending 5-10 hours weekly on tasks they could automate, the payoff can be huge.

Bottom line: Automated testing costs more upfront but delivers faster, more scalable results. For many brands, it's worth it.

What Works and What Doesn't

Let's compare the main ad testing methods:

A/B testing is great for quick wins. Boston Proper saw a 37% higher click-through rate and 11% better ad spend return with A/B tests on Facebook and Instagram.

Split testing? It's your go-to for trying different ad concepts when you're not sure which way to go.

Multivariate testing is powerful but complex. It shows how different ad elements interact.

Automated testing scales fast. Warner Bros. Discovery used it for email and got impressive results:

"Email personalization led to a 72% jump in open rates and 20% higher retention for engaged users."

But watch out - automated tools can be pricey upfront. Kantar LINK+ starts at $4,500 for self-serve.

Here's what you need to know:

1. A/B tests are great for quick insights

2. Use split tests to compare big ideas

3. Try multivariate when you're ready for complex tests

4. Invest in automation to scale fast

But here's the thing: Even the best testing setup can't save a bad ad. Focus on making your ads better first.

Meredith Unger from Tinuiti nails it:

"If you aren't running regular creative testing, you are likely wasting your ad dollars on ineffective creative and even worse – wasting your creative team's time on assets that won't scale."

So, pick the method that fits your goals and budget. Then test, learn, and improve. It's that simple.

Next Steps

Let's pick the right ad testing approach for you.

Here's a quick guide:

1. Start with A/B testing

A/B testing is simple and can lead to quick wins. Boston Proper saw a 37% higher click-through rate and 11% better ad spend return with A/B tests on Facebook and Instagram.

2. Move to split testing

Ready to test bigger ideas? Try split testing to compare full ad concepts.

3. Try multivariate testing

For complex tests, go for multivariate testing. It shows how different ad elements work together.

4. Scale with automation

Got the hang of testing? Use automated tools to scale. Warner Bros. Discovery saw a 72% jump in email open rates with automated testing.

The goal? Improve your ads, not just test for fun. As Meredith Unger from Tinuiti says:

"If you aren't running regular creative testing, you are likely wasting your ad dollars on ineffective creative and even worse – wasting your creative team's time on assets that won't scale."

Quick tips:

• Set clear test goals
• Mix up survey question types
• Test with target and loyal customers
• Use 20-30% of your ad budget for testing

For 20K € to 100K € monthly budgets, aim for 2 creative concept tests and 6-12 different ads weekly.

Don't just test - act on your results. Refine your ads and boost campaigns. Consistent testing can improve ad effectiveness by at least 20%, according to Millward Brown.

FAQs

How to test Facebook ads creatively?

Want to make your Facebook ads pop? Here's how to test them creatively:

1. Mix it up

Create different versions of your ad. Change one thing at a time - maybe the image, the words, or the headline.

2. A/B showdown

Run two ad versions side by side. See which one wins. For example, Underoutfit tried this:

Adding branded content ads led to:

• 47% more clicks
• 31% lower cost per sale
• 38% higher return on ad spend

3. One change at a time

Don't go crazy. Change one thing, see what happens.

4. Know your goal

What matters most? Clicks? Sales? Pick your target.

5. Give it time

Two weeks minimum. Let the data roll in.

6. Right crowd, right results

Make sure you're showing ads to the right people.

7. Quick research

Ask your audience questions before you launch. It helps.

8. Learn and improve

Use what you learn to make better ads.

Keep testing. It's not a one-and-done deal. As Ben Heath from Heath Media says:

"For me, the appropriate length of time to assess a new Facebook Ad or Instagram Ad is about three to seven days."

So, keep at it. Your perfect ad is out there!

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