Strategy
First and foremost was to leverage the winning ads.
As marketers coming into new accounts we often think our own ideas are going to trump all others but it’s definitely best to preserve 80% of our ad budget on established winners and 20% on our own ideas.
Our testing setup looks like:
Campaign 1 (Copy angle 1)
ADSET 1 - Stacked Interest
ADSET 2 - 1% LLA Stack (high purchase intent)
ADSET 3 - Broad
ADSET 4 - Single Interest
Campaign 2 (Copy angle 2)
ADSET 1 - Stacked Interest
ADSET 2 - 1% LLA Stack (high purchase intent)
ADSET 3 - Broad
ADSET 4 - Single Interest
Campaign 3 (Copy angle 3)
ADSET 1 - Stacked Interest
ADSET 2 - 1% LLA Stack (high purchase intent)
ADSET 3 - Broad
ADSET 4- Single Interest (expanded interests)
We wanted to test with high liquidity audiences. Each campaign had a different copy angle
with 3 different creatives. We chose 3 creatives that were very different to one another to
make for a fair test.
We arranged to create many different UGC and influencer style videos for the brand including
working with Abbie Clancy and Lisa Snowden who are popular within this niche in the UK
