Testing Creative Before Black Friday: How to Set Your Ads Up for Success

As Black Friday approaches, brands are gearing up to make the most out of the shopping frenzy. But before diving headfirst into your Black Friday campaign, it’s crucial to ensure your ads are set up to perform at their best. Creative testing beforehand can make all the difference. Here’s how to get it right:

1. Why Test Your Creative Early?

Imagine going into a football match without ever practising – it’s a risky move. The same applies to your Black Friday ads. Testing your creatives well in advance gives you insights into what resonates with your audience, helping you avoid costly mistakes when it matters most. Running ads without testing is like playing blindfolded; you might score, but the odds aren't in your favour.

2. Start Small, Think Big

When testing, don’t go all out with a massive budget. Start with a modest budget and gradually increase spend on winning creatives. You can think of it like a chef testing recipes before launching a menu. A smaller test ensures that you can refine what works and throw out what doesn't before the main event.

3. Test Multiple Variations

For effective creative testing, try multiple variations – images, copy, videos, and CTAs. However, avoid testing too many variables at once, as this can dilute your results. Stick to 2-3 key variations per ad set. It’s much like conducting an experiment; keeping a control group with slight variations will give you clearer insights.

4. Test in Similar Conditions

Your test environment should mimic Black Friday as much as possible. This means testing during high-traffic periods or peak shopping times to see how your creative performs under pressure. Consider it like a dress rehearsal for a big show. If you can’t replicate the excitement and stress of the real event, your tests may give false results.

5. Metrics to Focus On

When running tests, pay attention to metrics that will matter most during Black Friday. Focus on:

• CTR (Click-Through Rate): Shows how appealing your creative is to your audience.

• Conversion Rate: This tells you whether your ads are driving sales.

• ROAS (Return on Ad Spend): Evaluates the profitability of your ads. It’s like tuning a car before a race – you need to focus on speed, but also on fuel efficiency to make sure you finish strong.

6. Leverage A/B Testing

A/B testing is your best friend when preparing for Black Friday. Run one creative variation against another, keeping all other variables the same. It’s similar to a science experiment: keep everything constant except one element to clearly identify the winner.

7. Optimising for Different Platforms

Black Friday shopping doesn’t just happen in one place. Make sure to test creatives across platforms like Facebook, Instagram, and Google. Each platform’s audience behaves differently, and an ad that works on Instagram might not perform as well on Facebook. Think of it as a multilingual ad campaign – one message may work well in one market but need adjustment for another.

8. Use Last Year’s Data

Look at what worked (or didn’t) in last year’s Black Friday campaign. If a certain type of creative or messaging stood out, consider refining and re-testing it. Analysing past performance is like reviewing game tapes before a match – you learn from your mistakes and your victories.

9. Timing Matters

The closer you get to Black Friday, the more expensive it becomes to advertise. Test your creatives early to lock in insights before the ad marketplace becomes overly saturated and costly. Early testing is like reserving a table at a popular restaurant – the earlier you book, the better your spot.

10. Final Thoughts: Make Data-Driven Decisions

Once your tests are complete, use the data to finalise your Black Friday ad strategy. Avoid gut-based decisions. The data from your tests will highlight which creatives will perform best, allowing you to optimise spend and maximise returns.