Ad platforms make it easy to launch six variations at once. It feels productive and it makes results impossible to read: when the winner has a different image, headline and call to action from the loser, you do not know which of the three did it.
One thing at a time
Hold everything the same and change one element. Run it until each version has enough conversions to mean something, usually at least thirty, then keep the winner and test the next element against it.
Test in the right order
- Audience first: the wrong people never convert, whatever the ad says.
- Then the offer: what you promise matters more than how you word it.
- Then the creative: image, hook, headline, in that order.
It is slower than a six-way launch. It is also the only way the account gets better every month instead of starting over each time.
