There isn’t a proven recipe for making ad creatives that deliver. That’s because user trends and preferences change, and the same old images become boring fast. As a result, it becomes more challenging to keep the CPC at the same level.

That’s why advertisers are often busy testing different ad variations to find the most effective ones among them. This also helps to optimize campaigns and spend budget wisely.

Testing is an essential step in launching advertising campaigns. It can help you figure out the most effective combinations of ad elements and targeting settings, thereby optimizing ads and saving your budget.

In this article, we will explain what can be tested and how to measure the results.

What can be tested in ad creatives


  • Try different graphic solutions and compare how your audience reacts to both. Test several variants, from simple and clear to more complex and multi-element to know what works.
  • Use the characteristics of the product to evoke emotions with images or influence rationality. B2B creatives tend to use rational reasoning, but if you want to provoke the audience to make a spontaneous purchase, then first try to evoke emotion in them.


  • Tell users about the benefits of your product. Research your audience to understand exactly what problems they can solve with your product or what benefits it can bring to their lives. 
  • Test different calls to action for your links (sign-up buttons, product details, website clicks, etc.).
  • As with images, compare the performance of rational and emotional creatives.
  • Try adding information about your discounts and personalized offers.

Once you've decided which elements and hypotheses you want to test, proceed to select an appropriate testing method.

Testing methods for creatives

This depends on several factors: your product, strategy, budget, as well as the platform you are advertising on.

We recommend allocating about 30% of your advertising budget for test campaigns. If you set a small budget, then there may not be enough data. 

Conversely, if you spend a large part of your budget on testing your creatives, there will be a small amount of money left for further impressions of the "winning" ad.

You can test creatives in different ways:

  • Simultaneously – To do this, create several ads, set the same target audience for them, and then set a time frame or limit the number of impressions. You can determine which ad performs better based on the resulting CTR.
  • Consistently – You show multiple ads to your audience, but you run them in sequence. If there are many creatives, the difference between campaigns can be several hours.

These methods require your full participation. It’s worth using them if you have a small budget or, for example, do not have enough conversions for automated testing. However, it is crucial to understand the limitations that affect the reliability of the data.

  • A / B testing (split testing) – This method provides more relevant and fair data compared to the techniques mentioned above. 

Split testing divides your audience into random and non-overlapping groups. Keep in mind that you need to be patient and spend a large part of your budget if you want to try this method and get fair results.

Let's talk more about the features of A / B testing.

How to A/B test your ad creatives:

  1. Decide on a metric to help you conclude the effectiveness of creatives (CTR, CPL, CR, etc.). The choice depends on projected conversions and campaign budgets.
  2.  Find time for the test (at least four days), so the collected data is more objective and complete.
  3. Select the element of the ad you want to test. The other creative aspects must remain the same so that you can track what exactly influenced the metric.
  4. Calculate the statistical significance to see if a variation increased your results, and by how much.

How to estimate the results?

When analyzing test results, rely on the metrics and statistics you can collect.

If there is little data on conversions, compare the CTR. On the other hand, if enough data is collected, move on to the CPL. Advertisers with an unlimited budget and many conversions, such as well-known online stores, can also compare the ROI for each variant.

How to get maximum results from testing

It's difficult to predict the exact reaction of users to creatives. Therefore, it is vital to make split tests and compare the effectiveness of different elements: headlines, images, ad copies, or CTAs.

Follow these guidelines to collect essential data while testing:

  • Conduct tests with a large audience to get enough data for the test
  • Set a budget that is enough for the entire testing period

Modern ad systems offer many opportunities to test different hypotheses; you can find the highest performing ads without the need for analysts.

Marketing Specialist