Step 1: Research - Competitors, Customers, and the Market.

Before creating any ad creative, research is critical. Start by looking at your competitors. Use tools like Facebook Ad Library to understand the type of messaging and visuals they’re using in their ads. Analyse their landing pages to gain further insights into how they convert customers.

It’s equally important to research your own brand. What are your customers saying about your products? Read through reviews and feedback to understand the language they use, and the pain points they talk about.

Additionally, perform market research to identify the level of market sophistication. Are customers familiar with the types of products you offer? Or are you introducing something new? Tailor your messaging accordingly.

Step 2: Mapping Out Creative Concepts.

Once the research is done, the next step is to map out your Creative Concepts. A concept is essentially a theme or a big idea that you want to communicate through your ad. Each concept can have multiple variations.

For example, if you’re promoting an anti-aging product, one concept might highlight the unique mechanism of the product’s delivery system, while another could focus on customer testimonials. You should aim to have three distinct concepts, each with at least three creative variations. These variations ensure that you’re not relying on just one execution of an idea to succeed.

Step 3: Creating the Ads

After mapping out your concepts, it’s time to create the ads. Ensure that your messaging aligns with the research you conducted in Step 1. For example, if the key differentiator of your product is a unique delivery mechanism, your ads should focus on showing how that mechanism provides better results than other products.

When working with a design team or agency, make sure they understand the importance of following the concept. Any misalignment between the research and the creative output can result in ads that don’t resonate with your target audience.

Step 4: Testing the Ads in a Fair Environment

Testing ad creatives in a controlled environment is crucial for confidently knowing what works and what doesn’t.

Keep variables like audience targeting, ad copy, and landing pages consistent across all tests. For instance, if you are testing three different ad concepts, use the same landing page and audience for each test. This way, you can accurately compare performance without introducing too many external factors.

Avoid making drastic changes to your ad spend during testing. Sudden increases or decreases in budget can skew the results. Keep the spend level consistent throughout the testing phase.

Step 5: Analysing Results and Scaling

Once your ads have been running and have gathered data, it’s time to analyse the results. Look for definitive outcomes. Ads that are clearly outperforming or underperforming. You should start turning off underperforming ads while scaling those that are delivering results.

For example, if one creative within a concept is performing well, continue testing it with slight modifications, such as different visuals or headlines. This helps to further optimise your campaign while building on a successful foundation.

Final Thoughts

Testing ad creatives systematically is essential for success in 2024. By following this strategy, eCommerce brands can improve their chances of scaling successfully through Meta ads. The key is to ensure that your research informs your creative output and that all variables are controlled during the testing process. This allows you to make high-confidence decisions based on real data, leading to better-performing ads and a more scalable ad strategy.