Creative testing

What it is

Tests can be formal (a controlled split) or practical (new ads launched beside current ones and read on the same measure).

Why it matters

It is how accounts find winners. Nobody can reliably pick a winning ad in advance, so the testing does the picking.

In practice

Test one idea per variant, give each enough spend to be read, and judge by the result that matters, not by clicks.

A common mistake

Declaring winners on a few days of data, then building budgets on ads that won by chance.