Ad Creative Testing Guide: 5 Steps [2024]

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

What you'll need:

• A/B testing tool (like VWO, Unbounce, or Crazy Egg)
• Clear testing goals
• Different ad versions
• Analytics tracking
• Enough data to make decisions

What to test:

• Images and design
• Ad copy and headlines
• CTAs and buttons
• Ad formats

Here's the thing: Ad testing isn't optional anymore. Big brands like McDonald's and Taylor Stitch have seen massive wins - we're talking 66% lower cost-per-purchase just by testing different creative approaches.

The secret? Test ONE thing at a time. Give it 2 weeks. Use 10-15% of your ad budget. And always, always track your results.

Think of it like this: If you spend $10,000 on ads monthly, use $1,000-$1,500 to find out what actually works before going all in.

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Getting Ready to Test

Before you start testing ad creatives, you need to set things up right. Let's look at the tools, budget, and team skills you'll need.

Tools You'll Need

Good A/B testing software is a must. Here are some options:

Pick a tool that matches your team's skills and what you want to test.

Budget and Time

Set aside 10-15% of your monthly ad budget for testing. If you spend $10,000 a month on ads, use $1,000-$1,500 for tests.

Run your tests for 7-14 days. Bigger budgets and audiences can get results faster.

What Your Team Needs to Know

Check if your team can handle:

1. Data analysis
2. Creative design
3. Copywriting
4. Technical setup

If they can't, you might need to train them or hire help.

5 Steps to Test Your Ads

Want to get more bang for your advertising buck? Test your ads. Here's how:

1. Plan Your Test

Set clear goals. Define success metrics. If you're after more conversions, focus on CTR and CPA.

Use this framework:

2. Make Test Ads

Create different versions. Test:

• Ad copy
• Images or videos
• CTA buttons
• Ad formats

Test ONE element at a time.

3. Run Your Test

• Use 10-15% of your ad budget
• Run for at least two weeks
• Aim for thousands of impressions per variation

4. Track Results

Keep an eye on:

• CTR
• Conversion rate
• ROAS
• IPM (for app campaigns)

Use tools like VWO, Unbounce, or Crazy Egg to crunch the numbers.

5. Review and Improve

After the test:

• Compare results to predictions
• Identify winners
• Document insights
• Plan your next test

"I've got real hard evidence showing that pretested ads perform better in the marketplace. It's inarguable proof." - Keith Weed, Unilever

Testing isn't just smart. It's essential for ad success.

Types of Ad Tests

Ad testing helps you find what clicks with your audience. Here are three main test types:

Basic A/B Tests

A/B tests pit two ad versions against each other. You tweak one thing - maybe the headline or image - and keep the rest the same. This pinpoints what made the difference.

Here's a simple example:

Run both and see which one gets more action.

Multiple Version Tests

Want to test more than two options? Multiple version tests let you try several ad flavors at once.

You could test different headlines:

1. "Save 50% Today"
2. "Limited Time Offer"
3. "Exclusive Deal Inside"
4. "Don't Miss Out"

This approach finds winners faster than back-to-back A/B tests.

Multi-Element Tests

Multi-element tests mix things up. You might change the image, headline, and button color all at once.

It shows how elements play together, but it's trickier to spot which change did the heavy lifting.

Here's what a multi-element test might look like:

Whichever test you pick, give it time to shine. Aim for at least two weeks and thousands of impressions per version.

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What to Test in Your Ads

Want to boost your ad performance? Here's what you should test:

Images and Design

Your ad's look can make or break its success. Try out different:

• Image types
• Color schemes
• Layouts
• Font styles

Here's a real-world example: inBeat Agency's campaign for Hopper had influencers create UGC ads. Each influencer made three visual hooks for the same copy. This let them see which visuals worked best.

Ad Text

Your words matter. Test these parts:

• Headlines
• Body text
• CTAs

inBeat found that testing hooks (the first sentence) can slash CPAs. In their Hopper campaign, influencers wrote different hooks about "secret travel hacks" and finding great deals.

Buttons and Links

How you ask users to act can change your click-through rates. Test:

• Button colors
• CTA phrases
• Link placements

Ad Types

Different formats can get different results. Compare:

• Static images
• Videos
• Carousel ads
• Native ads

Just remember: Keep your landing page and audience the same when you test. This way, you'll know it's the ad changes making the difference.

Fix Common Testing Problems

Testing ad creatives can be a pain. Here's how to tackle the usual headaches:

Getting Enough Data

You need solid info to make smart calls. Here's the deal:

• Know what you're measuring before you start
• Use A/B tests to compare ad versions
• Get enough eyeballs on your ads (Convert Experiences says aim for 10,000 visitors per version)

Managing Costs and Time

Testing can burn cash and hours. Try this:

• Use tools like ConvertBomb to automate changes
• Test big changes if you're short on traffic (like Leonardo did with a banner on their low-traffic site)
• Plan your assets and brief upfront to save time later

Understanding Results

Reading data right is crucial:

• Don't just count clicks - look at buys and sign-ups
• Be patient - wait for enough data before deciding
• Use automation, but keep an eye on things yourself

Wrap-Up

Ad creative testing is crucial for boosting campaign performance. Here's what you need to know:

• Plan well: Set up a digital asset system and create a clear brief.
• Test one thing at a time to pinpoint what works.
• Use 10-15% of your ad budget for testing.
• Be patient: Give your tests time to gather meaningful data.
• Look beyond clicks: Consider impressions, engagement, costs, and ROAS.
• Use tools to make testing easier.

Consistent testing leads to big improvements. As Keith Weed, former Unilever CMO, put it:

"I've got hard evidence showing that pretested ads perform better in the marketplace. It's inarguable proof."

Keep testing, keep improving.

FAQs

How to do AB testing step by step?

Here's how to run an A/B test for your ad creatives:

1. Form a hypothesis

Start with a clear idea of what you want to test and why. Base it on evidence.

2. Pick a testing tool

Choose a tool that fits your needs. Some popular options:

3. Set up the test

Create two ad versions. Change just ONE element (like the headline or image).

4. Run it

Show both versions to equal-sized audience groups.

5. Check the results

After getting enough data, compare how each version did. Look at things like click-through rates and conversions.

Here's a real-world example:

Adlucent, a digital marketing agency, helped a health company test different ad messages. They found ads focusing on customer reviews got 75% of installs and clicks during the test. This made the whole campaign work better.

"Testing old or ineffective assets gives you a benchmark to compare your new assets against." - Sam Killip, VP Customer Success

Remember: A/B testing is about making small, smart changes that can lead to big improvements.

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