Ad testing
Ad testing is the practice of running different versions of an ad to see which one performs better with your audience. Testing helps you understand what matters to the people you're trying to reach, so you can spend your ad budget on the versions most likely to work.
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Judging an Ad That's Already Run
Where people quit your funnel tells you what's broken in the ad.
An ad that gets impressions (times it's shown) but no clicks has a different problem than one that gets clicks but no sales. The stage of the drop-off names the fix.
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Judging an Ad Before It Runs
Can an organic post predict whether a paid ad will work.
A free post can rule out an idea that nobody engages with, even for free, but strong organic engagement doesn't mean a paid ad will work the same way once strangers see it.
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Judging an Ad That's Already Run
The two-week ad slump, and how to tell fatigue from a bad ad.
An ad that runs well and then stalls after a handful of exposures per viewer is usually fatigue, not a flaw in the ad, but they look identical on a dashboard and call for opposite fixes.
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Judging an Ad That's Already Run
Which ad metrics actually tell you the creative worked.
Most post-campaign numbers grade your targeting and your budget, not your ad, meaning they tell you who saw it and what you paid, not whether the ad itself worked. Here's the short list that actually tells you if the ...
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AI in Advertising, Honestly
Predicting a winner and evaluating an ad are not the same job.
AI can tell you an ad follows patterns that worked before, and it can tell you an ad looks convincing, but neither is the same as telling you it will sell, and mixing up the three is where ad budgets get burned.
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Advertising on a Real Budget
How to test ad creative on $500, not $2,000.
A $500 test won't tell you which ad wins, but it will catch a broken one before you waste money on it.
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Judging an Ad That's Already Run
What counts as a good click-through rate depends on who's asking.
A dentist and a real estate agent can run equally well-built ads and land 4 percentage points apart on click-through rate (the share of people who see an ad and click it), because the benchmark moves by industry, by y...