For a fitness app like the MyFitnessPal, it can be structured as the following:
Messaging (the segmented value props, the promo, the FUD).
It is vital to make sure that you have a channel specific approach. As each one of them will differ in creative best practices along side with the testing capabilities. What may work on the Facebook may not be working on the Snapchat or on the numerous other paid social channels. Do not be discouraged if you notice that the creative between the channels perform differently. Although we do recommend the parity testing. If you have already gotten the creative asset for one of the channel. It does not hurt for you to start the resizing and the formatting for the remaining channels.
Determining wins
Equally this is a very important part to the creative and it is what we know as the proper event selection. And also a statistically significant threshold there for you to abide by throughout all of the testing. When you are choosing an event that you will make use of, for the creative testing. It is not always very possible for you to make use of your north star metric all depending on how high your CACs are. For an example, if you are just selling a high ticket item and then you notice that the CACs are in the hundreds. This would take an enormous amount of spend for it to reach the stat-sig on each creative asset. Instead, you will have to pick an event that is more upper funnel and also a strong indicator of a user’s likelihood of the converting.
It is very important for you to select a percentage that will stay consistent. Across all the creative testing when deciding on which of the statistically significant percentage for you to use. As a rule of thumb, I most times like to use a certainty of 80%+. Because it gives me that allowance for enough confirmation along with the ability to make those quicker decisions. A great (and free) online calculator is the Neil Patel’s A/B Testing Significance Calculator.
Make or Break
You are just scrolling through a social feed, and you noticed a sleek gold pendant catches your eye. But all the messaging you see on it has the brand name and the product specifications. It then hooked your attention, but what did it do to reel you in? You can start thinking about it: What are you doing about not only hooking, but the reel people in with the “creative” — the make or the break it factor that is in the paid social growth marketing?
Circumventing iOS 14.5 data loss
The Creative testing is just getting tougher day by day for the mobile campaigns even as the iOS 14.5 obfuscates user data. But you should take note that it does not equal the impossible and it simply means that we need to get craftier. There are a variety of of different hacks that you can implement to help in gaining the clear insight on how the creative is performing. Some may not last forever and others possibly may be timeless.