Decide what you want to learn
Start with a specific question: does a product demonstration explain the offer more clearly than a static image? A useful test compares approaches with a defined purpose.
Keep the message grounded
Describe the offer accurately and make sure the landing page supports it. Do not rely on exaggerated promises to attract attention.
Consider the format
Prepare creative for the placement. Make key information readable on a small screen, and add captions where they help a viewer understand a video without sound.
Review more than one metric
Attention, clicks and completed enquiries can tell different stories. Interpret results alongside the offer, audience, spend and business goals.
Turn learning into the next brief
Document what you tested, the context and what you would change next. Creative testing works best as an ongoing process.