Creative and testing
Creative iteration velocity
How quickly a team makes, tests and replaces ad ideas, usually counted as new ads tested per week.
What it is
Few ads win, and nobody can tell in advance which will, so the number of real ideas tested matters as much as the quality of any one.
Why it matters
For lead generation and e-commerceHigher velocity finds winners sooner and replaces tired ads before costs rise.
In practice
Count new, genuinely different ads launched and read per week, per account.
A common mistake
Velocity counts different ideas, not small edits of one ad. It is limited by the hours behind each ad: briefing, making, approving and reading the results.
Read the evidenceMarketing is a search problem All terms