🧠 The 101 on Creative Testing Done Right

Welcome back to the 50th edition of Nord Media

Before we get started — I hope you all are having an amazing Holiday season / week and are with family and loved ones. Safe travels and enjoy this time with them.

Thank you for sticking around for 50 editions of Nord Media - here’s to the next 50 🍻

Picture this: You’ve got a great offer. 

The audience is dialed in. 

Your campaigns are running.

But something’s not clicking. 

Your CTR is low, and your ROAS isn’t where it should be.

That’s the story of a DTC brand owner who came to me frustrated. 

They were burning through ad spend, chasing every shiny new trend, but their creative wasn’t converting.

Spoiler: It wasn’t their product. It wasn’t even their targeting. 

It was their creative strategy—or lack of one.

If this hits home, you’re not alone.

But not to fear! 

Today, I’ll break down how you can turn underperforming ads into winners through intentional, effective creative testing. (And no, it’s not just throwing spaghetti at the wall.)

Let’s get into it.

Why It Matters

Let’s talk about why creative testing is the unsung hero of Meta ads.

1. It’s the Shortcut to Better Results
   Ever feel like you’re throwing money at ads and hoping something sticks? 

That’s what happens when you skip creative testing. 

By experimenting with different angles, visuals, and messaging, you’re letting your audience tell you what actually works. 

The result? 

Better performance, lower costs, and ads that hit the sweet spot.

2. Keeps Your Ads from Going Stale
   Your audience gets bored fast. 

The same creative that crushed it last month might flop today. 

Creative testing keeps things fresh. 

By rotating new ideas into the mix, you avoid the dreaded scroll-by syndrome and keep your audience clicking.

Creative testing isn’t just about making your ads look cool or trendy. 

It involves understanding what makes your audience tick—what catches their attention, what drives them to take action, and how your brand can stand out in a sea of competition.

With 1.47 billion people on Facebook daily, the stakes are high, but so are the opportunities. 

If you nail your creative strategy, you’ll be able to run ads people actually notice and engage with.

Split Testing: Your Creative Testing Power Move

Split testing (aka A/B testing) is the bread and butter of effective ad strategies. 

Why? 

Because it gives you data-backed answers to questions like, 

• Does this offer actually resonate? 

• Is this headline clicking with my audience?

Here’s how it works: you take two versions of an ad, change just one thing—like the offer, image, or headline—and let them go head-to-head. 

The goal is to find out which version drives better results so you’re not guessing what works.

Let’s say you’re torn between promoting a “10% Off” discount (Ad A) or highlighting “Free Shipping” (Ad B). 

A split test gives you clarity on which message your audience prefers. 

It’s data, not gut feelings, driving your decisions.

How to Run a Killer Split Test:

1. Start with a Clear Hypothesis

What’s the one thing you want to test? Maybe it’s a discount offer, or maybe you’re wondering if a lifestyle image beats a product shot. Pick one variable to test at a time.

2. Create Two Ad Variations

Make two versions of the same ad—changing only one element. For example, Ad A could feature a “Limited-Time Offer,” while Ad B skips the urgency.

3. Launch Under Controlled Conditions

Keep everything else the same—budget, audience targeting, placements, and timing. This ensures a fair comparison.

4. Let the Test Run (2-4 Weeks)

Avoid jumping to conclusions too early. Let your ads collect enough data to provide meaningful results.

5. Analyze Performance Metrics

Dive into the data. Look at metrics like click-through rate (CTR), conversion rate, and cost per acquisition (CPA). Which ad delivered more bang for your buck?

Testing Different Ad Formats and Placements

Not all ads are created equal, and what works in one space might flop in another. 

Formats like single images, carousels, and videos each have unique strengths:

• Carousel ads: Perfect for showing off multiple products or highlighting features in a swipeable story.

• Video ads: Ideal for grabbing attention and telling your brand story in seconds.

• Single images: Straightforward and effective, especially when paired with a strong headline.

Now, think about where your audience will see these ads. 

Placements—whether it’s the News Feed, Instagram Stories, or the right-hand column—can make or break your ad’s performance. 

A carousel ad that shines on Facebook’s News Feed might not translate as well to Instagram Stories, where vertical video dominates.

Testing these combinations gives you the data to deliver the right message, in the right way, to the right audience.

How to Test Formats and Placements:

1. Run Separate Ad Sets for Each Format and Placement
   Keep things clean and focused. Create different ad sets where the only variable is the format or placement. For example:

   • Ad Set A: Carousel ads on Facebook News Feed.

   • Ad Set B: Video ads on Instagram Stories.

2. Use the Facebook Pixel to Track Results
   The Facebook Pixel is your secret weapon. It tracks what happens after someone clicks your ad, giving you insights into how different formats and placements drive real actions like purchases or sign-ups.

3. Monitor and Optimize
   Don’t just look at clicks—dig deeper. Analyze conversion rates, engagement, and CPA (cost per acquisition) to identify the winning combo.

Audience behavior shifts, trends evolve, and what worked last quarter might not hit the same way today. 

That’s why testing isn’t a one-time thing. 

It’s an ongoing process of learning and adapting to stay ahead of the curve.

Closing Thoughts

The truth is, none of us can predict what’s next. 

Platforms like TikTok, which have become marketing powerhouses, might face shutdowns or major shifts. 

Facebook’s algorithms could change overnight. 

Trends that work today might be irrelevant tomorrow.

That’s why creative testing matters so much—it’s how you future-proof your strategy. 

By consistently experimenting with different formats, placements, and messaging, you’re building a deep understanding of what resonates with your audience. 

You’re not just relying on the platforms; you’re creating a messaging strategy that adapts and thrives, no matter where or how you share it.

The businesses that succeed long-term are the ones that embrace testing as a habit, not a one-off effort. 

So, start now. 

Experiment boldly. 

Test smarter. 

And be ready for whatever comes next in this fast-changing digital world.

After all, the only constant in media is change—and creative testing is your edge to stay ahead of it.

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Thank you for reading! I appreciate you.

Sincerely,
Kody