Black Tie or Bonfire? Don't Test Every Angle

I don’t like creative strategists & media buyers that are willing to “test everything” in ads What happens when you test more and more extreme angles without the website matching the vibe of those new ads? What would happen if I invited you to a black tie event and when you got to the address it was just a bonfire in my backyard? You’d show up wearing a tux, mentally prepared to have a couple cocktails and civilized conversations… but you’d find me and my friends in jeans and dusty boots exaggerating my high school baseball stats. You might even be the type of person that would LOVE the bonfire night, but because you got a misleading invitation to that event, you’re not going to have a great experience and you’re probably going to bounce pretty quick. So, when I see brands take a “test everything” approach when it comes to ad angles, I see a few things happen: 1. CTR goes up, and the creative team / media buyer celebrate 2. CVR on site tanks 3. You don’t make any more money And you could say, well we’ll make a landing page to match every ad we test, and you could do that. But, 1. That’s a lot of work 2. You’re still optimizing for the wrong thing. You think an angle that’s good at getting attention will automatically get purchases, and I’ve seen enough to know that’s not true. So, here’s what you should do instead: 1. Test new creative concepts on the website first to ensure they increase conversions 2. Then make ads that will serve as good attention-grabbers and primers for your new website messaging 3. Repeat steps 1 and 2 until you have a generational amount of wealth in your bank account. Hope that helps Cheers Nate Lagos Chief Messaging Officer Bottoms Up Copywriting