When Should You Test Creative?

I’m a big fan of Meta’s new creative testing tool. It allows you to test ads in your existing ad set so they’ll stay there when the test is complete.

But I wouldn’t recommend testing non-stop. Here’s why…

When to Test

Test creative because your results could be better and you’re trying to improve performance. If you’re getting amazing results in aggregate, there’s no great reason to test.

Creative tests will negatively impact performance because they force budget away from what’s working best. It doesn’t matter whether you create a separate campaign, separate ad set, or test within the existing ad set using the Creative Testing Tool.

It’s a suboptimal condition for peak performance.

Why Test?

Creative Testing is great for learning, especially when your results could be better. But when your results are great, take a break, and enjoy it. This is when you should clear the distractions and let those successful ads shine.