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Creative Optimization Techniques

Santosh ·

Why creative matters

Creative often drives the largest share of performance variance. Even with strong targeting and bidding, weak creative reduces engagement and conversions. Continuous testing helps identify strong-performing assets.

Testing approaches

  • A/B testing: compare single variants to measure incremental lift.
  • Multivariate testing: test combinations of headlines, images, and CTAs.
  • Dynamic Creative Optimization (DCO): assemble variations in real time using audience signals.

Workflow

  1. Define KPI and hypothesis.
  2. Run tests with sufficient sample size.
  3. Scale winning variants and monitor fatigue.