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Summary

In this episode, Alex discusses the concept of creative velocity and how it can be applied to ad testing and optimization.

He highlights the challenge of determining the best ad performance when evaluating it from both a creative and growth marketer perspective.

The problem lies in the single funnel approach, where all ads are directed to a limited number of landing experiences. Alex introduces the hub and spoke methodology, which involves running individualized funnels for different campaigns, products, and audiences.

He explores audience testing, merchandise testing, and offer testing as ways to unlock new revenue streams and optimize ad performance.

Takeaways

• Creative velocity is the concept of continuously testing and optimizing ads to improve performance.
• The single funnel approach, where all ads are directed to a limited number of landing experiences, can limit the effectiveness of ad testing.
• The hub and spoke methodology involves running individualized funnels for different campaigns, products, and audiences.
• Audience testing, merchandise testing, and offer testing are effective ways to unlock new revenue streams and optimize ad performance.
• Matching the ad experience with the landing experience is crucial for maximizing the impact of ad testing and creative velocity.

Chapters

00:00 Introduction to Creative Velocity
02:21 The Limitations of the Single Funnel Approach
04:45 The Hub and Spoke Methodology
07:07 Unlocking New Revenue Streams Through Audience Testing
10:21 Optimizing Ad Performance with Merchandise Testing
12:15 Testing Different Offers to Maximize Conversion Rates