Creative and testing
Ad angle
The argument an ad leads with, such as saving time, avoiding a risk or a specific result for a specific role.
What it is
The same product can be sold on many angles. Each speaks to a different need or buyer.
Why it matters
For lead generation and e-commerceAngles matter more than wording: testing different angles finds what moves buyers; testing small wording changes rarely does.
In practice
List the angles from audience and competitor research, make ads for several, and keep the ones that win.
A common mistake
Testing five versions of the same angle and calling it a creative test.
Read the evidenceMarketing is a search problem All terms