Importance of investing in creative testing and iterations in your marketing strategy

Wednesday, January 18th, 2023

Digital marketing is a constantly evolving field, and one of the most important aspects of a successful digital marketing campaign is the ability to iterate and test creatives. This is particularly true when it comes to Facebook advertising, as the platform is constantly updating its algorithms and features, and what works today may not work tomorrow.

Creative iterating is the process of testing and refining different elements of your ad, such as the hook, call-to-action (CTA), video or/and images. By experimenting with different variations of your ad, you can gain a much better insight and knowledge into what resonates with your audience and dramatically improve the performance of your campaign.



One of the key benefits to testing creative iterations is it allows you to fine tune and double down on what’s working with your creatives and what’s not. Testing more of what is working allows you to keep producing winning creatives. As we are currently living in a world of TikTok and video creatives – when testing iterations of videos it is good to look at metrics such as Thumb Stop, Hold Stop, CTR, Average Watch Time – to see when people are falling off and are engaged most when watching your content.

Another benefit of creative iterations is that they allow you to optimise your ad for different stages of the customer journey. For example, you may use different ad formats and messaging to target people who are aware of your brand, but haven’t yet made a purchase, compared to those who have already made a purchase and are now looking for repeat business with you. This same process can also be applied to different stages of the funnel.



Prioritising creative iterations also allows you to test different ad formats. Facebook offers a wide range of ad formats such as image ads, video ads, carousel ads, and more. Each format has its own strengths and weaknesses, and by testing different formats, you can determine which one works best for your campaign and audiences.

Testing can also help to optimise your targeting strategy. Facebook provides a wide range of targeting options, and it can be difficult to know which ones will be most effective for your campaign. By testing different targeting options, you can gain insights into which audience segments are most likely to convert and adjust your strategy accordingly.

But creative iterations and testing is not just limited to Facebook ads. It’s also crucial to test your landing pages and website as well. A/B testing of headlines, images, offers and calls-to-action on your website can help you optimise your conversion rate and increase the ROI of your overall digital marketing efforts.



In conclusion, creative iteration and testing are essential for a successful Facebook advertising campaign. By dynamically experimenting with different elements of creatives, ad formats, messaging, and targeting options, you can gain valuable insights into what resonates with your audience and optimise your campaigns for the best possible results. 

It’s important to remember that digital marketing is a constantly evolving field and what worked yesterday may not work today, so it’s essential to always be testing and iterating to stay ahead of the game.


If you need help implementing and sustaining a dynamic creative testing strategy – that’s where we come in. Find out more about our digital marketing services here – or book a strategy call with our team here.