Growth marketing, creative the X factor

As we are now moving forward toward a privacy centric, the less targeted future of the growth of marketing, the biggest lever that is available will now become the creative on the paid social channels such as the known Facebooks. The loss of attribution from our very good friend which is known as the iOS 14.5. It has really accelerated this trend in this recent times, but still the channels have also increasingly placed the efforts toward the automation of their ad platforms.

Due to this, I have believe for sure that every of the marketing engine growth should now have a proper creative testing framework. In intact and in place. Be it a seed stage startup or be it a behemoth like that of the Google.

After serving for 3 years at the Postmates, the consulting for various startups, and right now the the most recent at the Uber. I have witness the landscape of the marketing change in a multitude of different ways. However, what we are looking at now is being planned. It is been orchestrated by the factors that is out of our control. Now causing a dawn of shifts unlike anything that I have seen.


The foundation

If what you really want is to leverage the power of the creative and you really want to succeed. Making use of the paid social marketing, then you are thinking right. What you now need is a creative testing of the framework. A well structured and a consistent way for you to begin the testing of a new creative assets.


Below we have state a breakdown of the pieces that a creative testing framework that is needed to be successful:

1. A defined testing schedule.
2. A structured theme approach.
3. A channel-specific strategy.

Creative has now become the most powerful lever that is in a paid social account.

The testing of the creative should be a constant and an iterative process that should follow a defined testing schedule. A goal and a structure can be just as that simple just as testing five of the new creative assets per week. Inversely, it can also be just as complex as when testing about 60 of the new assets consisting of multiple themes and the copy variations.

Looking at this aspect just for a lower spending account, it is noted that the creative testing should be the leaner due to the limited event signal and also vice versa with a much higher spending account. The most important aspect of it is that the testing will now continue to move the needle as you begin the search for your next “champion” asset.


The creating of a testing schedule for different creative themes

After you are all done with the setting of a testing schedule, you will need to define the core themes of your business. You also need to define the vertical rather than the testing of a plethora of random ideas. This is also applicable to the creative asset. As you begin to analyze the creative data, you will find it easier to decide what to double down on or what to cut from testing with this structure. You should also think of it as a wireframe that you can either expand or trim throughout your testing sprints.

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