The 3x3 Creative Testing Framework for Faster Winners
Test 3 concepts × 3 variations each in a structured DCT (Dynamic Creative Testing) campaign to find winners faster with statistical significance.
Why This Matters
Most advertisers test randomly or test too few variations. A structured approach tests concepts (messaging angles) separately from executions (creative details), giving you actionable insights.
How To Implement
1. Define 3 distinct concepts: e.g., Social Proof, Problem/Solution, Feature Demo.
2. For each concept, create 3 variations: different hooks, visuals, or formats.
3. Create a CBO campaign with 3 ad sets (one per concept).
4. Put all 3 variations for each concept in its respective ad set.
5. Set campaign budget at 3x your normal daily budget for faster data.
6. Wait for 10,000+ impressions per variation before drawing conclusions.
7. Kill losing concepts after 7 days, scale winners into main campaigns.
Pro Tip
Track concepts in a spreadsheet with columns: Concept, Hook, Format, CTR, CPM, CPA. Over time you'll spot patterns in what resonates with your audience.
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