Creative testing methology

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roasd365

Active Member
Curious how everyone is structuring their creative testing these days for subs apps.

-Which GEOs do you use for concept testing? Do you test in Tier 1 directly or use proxy countries?
-How do you structure campaigns/ad sets? (One concept per ad set? ABO vs CBO?)
-What metrics and thresholds determine whether a creative moves forward?
-Do winners get promoted into BAU/scaling campaigns, or do you scale them within the testing campaign?
 
I do testing in tier1 countries but with different structures (depending on budget, type of product and audience diversification). The main metric is always the cost per the event you optimize towards but I look at engagement metrics to detect ad fatigue and also learn from winners and losers.

I've been lately keeping all assets within the same ad group (divided by concept) rather than using the usual testing/BAU approach where you move winners to BAU
 
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