From the course: Advanced Facebook Advertising

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Creative testing framework: Concept-theme-variant

Creative testing framework: Concept-theme-variant - Facebook Tutorial

From the course: Advanced Facebook Advertising

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Creative testing framework: Concept-theme-variant

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- [Narrator] Most marketers understand the importance of always testing new, creative on social. And they can brainstorm lots of ideas of things to test, but many struggle with prioritization knowing what to test and when to drive maximum performance. The concept, the invariant framework is what helps me figure this out. Concept, theme, variant I borrowed from Mobile Dev Memo where they talk about it in the context of testing paid ads for a mobile game, featuring Ogres and dragons. Once you figure out if ogres are more appealing than dragons, then you could test different themes within that concept. So for example, realistic Ogres versus cartoon Ogres. Then you could double down further by adding more variations of the winner. In this case, so, using border colors. We're going to go through concept, theme, variant for an actual campaign that I ran just so, you can understand how this would work and how you could apply it…

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