The Andrew Faris Podcast

Creative Testing Campaigns May Be The Biggest Cost Center In Your Business

Feb 20, 2024

35:18

"Test creative until you have statistically significant results, then scale the winners based on that."

That seems like good advice on first glance. How can you disagree with methodical testing that's attentive to good statistical principles?

Because it's almost impossible to actually do without burning huge amounts of money on Meta, for one, and for two, it's unnecessary anyway, since Meta's machine learning can use better methods of forecasting your creative's performance than frequentist-style stat sig tests.

Yes, this one is getting into the weeds. Hopefully it helps clarify more of why you absolutely positively should not run auto-bid creative testing campaigns on Meta.

EPISODE HIGHLIGHTS

[00:00:55] Creative testing strategies for meta ads.
[00:05:10] Frustrations with new creative.
[00:07:16] Creative testing campaigns on Meta.
[00:11:15] Auto bidding creative tests.
[00:14:25] Statistical significance in ad testing.
[00:17:48] Ad Performance Analysis.
[00:19:56] The pitfalls of ad testing.
[00:24:41] Creative performance and optimization.
[00:27:17] Meta's machine learning forecasting.
[00:30:51] Creative testing in advertising.
[00:33:19] Prediction at scale

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REFERENCED IN THIS EPISODE