A creative testing system

Fatigue and failed scaling often mean used-up angles. Test angles, not layouts, apart from scaling; call winners without stats software; size weekly creative.

In this chapter

• Telling a "marketing angle" from a "layout change" and testing the first one first, so you don't spend a month proving that a new font makes no difference
• A process that keeps testing separate from scaling: where new creative is tested, how a winner is moved over, and whether moving it sends scaling back into learning
• The trade-offs between using an existing post and creating a new ad, and the problem with running too many ads from the same post
• A way to call winners without statistics software, and how to read it when the system gives most of the budget to one creative
• Using the number of winners in scaling, creative lifespan and win rate to work out how many new creatives to test a week and how much testing budget that takes
• The full set of fields for a creative testing log, so every test leaves a conclusion you can use next time