It's Time to Revisit Creative Testing

Creative testing made sense when one ad meant one combination of copy and creative. But with 26 placements and potentially thousands of variations per ad, the old testing methods are impossible and unnecessary. Jon explains why finding the "winning" combination is the wrong goal.

Advertisers create separate ad sets and complex testing strategies because they're emotionally attached to their ads and want to ensure they get shown. Jon shares a fishing analogy to explain why this attachment is hurting your results and what you should focus on instead.

Meta advertising has changed dramatically since iOS 14, but many advertisers are still clinging to their old targeting strategies and complex campaign structures. Jon shares his own painful evolution from stubborn micro-targeting advocate to algorithmic believer, and explains why resisting change will make you irrelevant.

When you change your targeting and results improve, or implement GA4 integration and performance tanks, it's tempting to assume one caused the other. Jon explains why advertisers constantly mistake correlation for causation and what you should do instead of jumping to conclusions.

Most advertisers lead with features when they write ads, rattling off benefits and capabilities. But features don't move the needle. Jon explains the three-element framework that actually drives conversions and why pain points matter more than you think.

The advertising space is noisier than ever with fake experts peddling guaranteed results and magical campaign structures. Jon outlines the five warning signs that should immediately make you skeptical of anyone's advertising advice, including why the loudest voices are often the ones you should trust the least.

Advertisers get stuck chasing magical strategies, complex testing methods, and guru tricks when their ads aren't working. Jon explains why these targeting strategies and intricate campaign structures are pointless distractions, and what you should focus on instead.

Mark Zuckerberg envisions a future where businesses simply tell Meta their objective and budget, and AI does everything else, including creating the ads. This isn't some distant fantasy. We're already halfway there with campaign automation, and the implications for ad agencies are massive.

When you "let results be your guide," make sure those results actually matter. Jon explains why advertisers often make bad decisions based on meaningless data and outlines four critical factors that determine when your metrics are truly worth acting on.

"Let results be your guide" is more than just a catchphrase. It's the antidote to rigid marketing formulas. Jon explains why universal answers to questions like "How often should I update creative?" and "Should I restrict by age or gender?" miss the point, and how focusing on your actual performance data leads to better advertising decisions.