Create Small Variations of the Best Ad or Create New Ads? (4)
Here are 10 different gif banners I have been running and I know it's best to have completely different banners to minimize burnout but when 1 banner (ad2) is doing much better than the others would it be a good idea to use the same gif but create variations of the like colors, fonts, flags, etc? Or should I continue to run completely different ads with varying ROIs?
Try to find similar gifs, if you can figure out what it is about that particular one that is making it perform so much better. Is the ad copy the same on all of those and the only difference the gif? It seems like over long enough time, all those ads could have the same LP CTR / CR overall (assuming the ad copy is the same) and the biggest advantage of that ad is the ctr. I could be totally off here if your adcopy is different on the others.
If you're not already doing it, take that banner and scale it to other traffic sources / geos. This is my favorite way to scale and one of the best ways to take advantage of a killer creative when you're afraid of burning it out on one specific source / country. Once I find a super image / style, it typically translates over well this way for me anyways.
I think it's good to make variations of a "winning ad" but I've found that many times it won't perform as expected. So probably the best idea would be to make a few variations of it but also add more new ones (different ones). Some banners seem to just get lucky with CTR and copying it 9 more times might not be the best way of testing more banners.
Analyze #2 and #3 and find similar ones.
Something I've found with ads is that it's really a numbers game...who tests the most creatives. Audiences are so unpredictable and I've had ads that I didn't think would win, completely destroy the rest.
I think of ads like risk vs reward. It only costs me $10 to test a loser ad before I pause it, but the ads that are big winners can make $xx,xxx+ depending on your scale.
I'm not a fan of optimizing with tiny changes such as add a border here, or making the image sharper. I'm all about pure brute force. If the average guy tests 20 ads, I will test 200.
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