What to Do With Creative Testing Results

Why It Matters

This approach aligns testing with current ad tech realities—maximizing scalability and relevance by prioritizing thematic insights and asset diversity over single-item winners, which improves campaign performance and creative efficiency. Marketers who adopt it can better allocate creative resources and iterate more effectively across varied audience segments.

Summary

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.

Original Description

Today's question is about determining what works from top performing ads to inform the next batch of creative. Creative testing used to isolate single elements, but now ads generate thousands of combinations through text options, placements, and enhancements. Jon explains why finding one winning combination isn't the goal anymore, how to use the creative testing tool to identify themes instead of specific winners, and why success comes from many winning combinations in aggregate.

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