Advertising creativity
The visual, written, and conceptual elements of an ad that are meant to capture attention and communicate a message. Testing creative—trying different images, copy, layouts, or approaches with real audiences—helps you understand what actually works for your specific customers before you commit larger budgets to it.
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Judging an Ad Before It Runs
Ready enough to launch beats one more round of edits.
Herbert Simon's idea of satisficing—stopping at good-enough instead of chasing perfect—and new research on the Cost of Dull, a body of work showing emotionally flat ads are the real failure mode, both point the same d...
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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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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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Ad testing
Ad testing is the practice of running different versions of an ad to see which one performs better with your audience.
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Small business
A business owned and operated by a small number of people, typically spending limited budgets on advertising to reach local or…
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Statistical significance
Statistical significance is whether a result from an ad campaign is real enough to trust or just random chance.
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Advertising
Paid messages you place on platforms like social media and search engines to reach potential customers.
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Ad research
Studies that test whether ads actually work the way their creators claim.