If you’re reading this, chances are, you’re already aware that creative testing is the biggest lever you have in your ad account.
And you probably know that testing new creative concepts and iterating on winners is worth the investment.
This raises an important question…
How often should you iterate on your creatives?
We’ll get to that in a second. But first…
Let’s review what creative iteration entails: When you iterate on your creatives, you’re using past data from creative tests to produce new tests.
In order to produce new creative iterations, you need to have existing data on past creatives.
… Which means the creative tests you’re currently running need to have proven statistical significance.
Let’s say that takes about two weeks to acquire, or 14 days.
From here, your creative strategy team needs to take the winning creatives and iterate on them. Let’s say it takes them three days to do this.
That means your ideal creative iteration timeline is every 17 days.
To sum up
The timeline obviously varies among different brands.
… But depending on your ad spend and the speed of your creative strategists, this is how you can determine the frequency of uploading new creative iteration tests.
Good luck!
