Creative
Creative Testing Loops for Paid Social
May 19, 2022 | 7 min read | Digital Melons Insights Team
How to structure iterative ad creative tests that improve signal quality and accelerate winning concepts.
Creative testing works when each round isolates one hypothesis. Change only one major variable at a time to preserve signal clarity.
Segment tests by buyer intent stage. Top-funnel narratives should differ from bottom-funnel reassurance creatives designed for conversion.
Store outcomes in a creative knowledge base so each new campaign starts with proven angle patterns instead of repeated trial and error.