Digital Marketing Videos

What to Do With Creative Testing Results

John Loomer advises marketers to shift creative testing from hunting single “winning” ads to generating diverse asset combinations that perform well in aggregate. Modern ad platforms create thousands of copy-and-creative permutations from multiple headlines, texts, placements, and AI enhancements, so tests should group similar variations by style, persona, or angle to surface useful themes. Run two-to-five-ad tests within active ad sets to identify which themes or approaches resonate, then apply those insights when creating the next batch of assets. Avoid obsessing over isolating one winning line or image; focus on producing many high-quality components that produce multiple winning combinations.