Creative and testing
Ad variant
One version of an ad that differs from another in a deliberate way, such as its angle, hook, image or offer.
What it is
Variants are the units of creative testing. Meaningful variants test different ideas; small edits test details.
Why it matters
For lead generation and e-commerceMore real variants mean more chances to find a winner, because few ideas win and nobody can tell in advance which.
In practice
Label each variant by the idea it tests, so results add up to lessons rather than a list of ads.
A common mistake
Counting colour and wording changes as new ideas. They rarely change the result.
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