Creative testing

Creative testing, end to end

Three stages: eliminate on cheap install signal, validate on purchases, then scale. Part 1 is live, the rest follow.

Stage 1Read

Elimination

Install campaign, new
  • Close versions of the same concept compete here
  • Signal arrives within days: CPI and early behavior
  • Goal: find the best version of each concept
pull-aways advance, usually 1-2
Stage 2Coming

Validation

Purchase campaign
  • The pull-aways from elimination enter, usually 1-2 per concept
  • Each ad gets budget for enough purchase volume
  • No reads before the purchase threshold
purchase threshold + cost below the line
Stage 3Coming

Scaling

Main campaign
  • Ads below the cost line move to the main campaign
  • Set the cost line separately for your campaign

Every step in every part cites its source.