Advanced Ch. 8: Creative Testing Strategy — Searching for the 1%

1. Testing is for “Disproving”

A beginner tests to prove they are right. An expert tests to exclude the wrong directions. 95% of ads are mediocre; your job is to find the 5% that drive 80% of revenue.

2. The Creative Matrix

Keep the Visual and Angle constant, change only the Hook.

• A: Pain-based.
• B: Benefit-based.
• C: Curiosity-based. You’ll often find that 3 seconds of difference can create a 5x difference in CPA.

3. Brand in Action: HelloFresh’s Granular Testing

HelloFresh runs thousands of assets. They don’t just test copy; they test whether “placing ingredients by hand” performs better than “ingredients jumping into the pot.” Once a micro-variable wins, it’s standardized globally.

4. Summary: When to Stop?

• Testing Phase: Don’t just look at 2-3x CPA. Ensure you have enough clicks (e.g., 100-200) for Statistical Significance. Don’t kill a potential winner too early (False Negative).
• Scaling Phase: Gradually increase budget if ROI is stable under a large sample.

Next Chapter: Advanced Ch. 9: Data Illusion. Why the numbers you see are often lies.