## Contents

- Creative Testing Framework (Meta Ads)
- What to Test (Priority Order)
- Testing Structure
- Creative Fatigue Signals

## Creative Testing Framework (Meta Ads)

### What to Test (Priority Order)

1. **Creative concept** — The big idea, angle, or hook (highest impact)
2. **Format** — Static vs video vs carousel vs UGC
3. **Hook** — First 3 seconds of video / headline of static
4. **Body copy** — Supporting text after the hook
5. **CTA** — Button text and action
6. **Offer** — Discount vs free trial vs demo vs content

### Testing Structure

```
Campaign: [Product] — Creative Testing
├── Ad Set: Broad Audience (1% LAL or Advantage+)
│   ├── Ad A: Concept 1 — Static + Benefit hook
│   ├── Ad B: Concept 2 — UGC video + Problem hook
│   ├── Ad C: Concept 3 — Carousel + Feature walkthrough
│   └── Ad D: Concept 4 — Testimonial video
```

**Rules:**
- Test 3-6 ads per ad set
- Same audience for fair comparison
- Let each ad spend at least 2x your target CPA before judging
- Winner = lowest CPA with sufficient volume (not just highest CTR)
- Graduate winners to scaling campaigns

### Creative Fatigue Signals

- CTR drops >20% from peak
- Frequency >3 for prospecting, >8 for retargeting
- CPA increases >30% week-over-week
- Relevance/quality score drops

Refresh creative every 2-4 weeks for prospecting, 4-6 weeks for retargeting.

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