Series
Ad creative
Hook rate, hold rate, creative fatigue, and how to test ads without fooling yourself about the winner.
5 articles so far, in the order they were written.
Then, in order
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What replaces promote and kill, once you stop doing it
A creative testing framework built around supplying options rather than judging them, with the four decisions that still belong to you.
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The right number is decided by your budget, not your ambition
How many ads to test depends on spend per creative, not on a rule of thumb. Here are the bands that work and the arithmetic behind them.
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At your budget you will never reach it, and that is fine
Statistical significance in ad testing is unreachable at most real budgets. Three worked examples, and what to do instead of pretending otherwise.
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Make the pond smaller instead of making fewer ads
Creative testing on small budgets works if you shrink the audience rather than the creative count. Here is the adjustment and why it beats the usual advice.
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