Intro: Why You Should QA the Ad Set, Not Just the Ad

00:00 Hey, welcome to week four. Um, this week was all about QAing and ad. And this week's coach is Joanna. So, you've probably already met me. I'm the creative strategy lead at Motion. But Joanna, please feel free take a moment, introduce yourself, yap about yourself. >> Hello. Some of you may know me because I'm the one with the really cute dog photos. Um, that is my better half, Monty. Uh, I am a longtime creative

00:25 strategist. I previously was the director of creative strategy at Hexcloud and now I am a consultant and a creative strategist recruiter. >> Yay. Amazing. And Joan and I love to app. So I'm really excited about this session. I feel like we're probably going to get into it and maybe even share some hot takes. Who knows? Get a little unhinged. Okay. Amazing. >> Oh, it's always going to get unhinged. >> Always. Always. One can hope. Okay.

00:48 Perfect. Well, yeah. Like I mentioned, this week was all about QAing and ad. But the funny thing is when I spoke with Joanna about this last week, the first thing you said was actually that you should QA the ad set before the ad. So, we're going to cover a little bit about QAing an ad set and how to develop like a a good creative test, especially with like creative diversity, Andromeda, like

01:10 what a testing variable looks like, that kind of thing. So, um yeah, Joanna, do you want to take it away with like why this is so important and just like let's just get to Yappin? Sure. So, yeah, I have for years reviewed by hand as now we don't have to in this to the same degree. So, yay. Um, you know, reviewed a ton ton ton ton tons of ad sets. And I think when you look at an ad, it's not

01:37 just is this ad good? Is it compliant? Does it, you know, use best practices? Is it for the correct persona? Blah blah blah. But if it is not looked at within the shell of the ads set, it could be a I'm going to get rid of slack. It could be a good video, but it is not a good ad set. And therefore, you need to kind of see the whole casing first. Um because you could have two ads that in isolation

02:02 look phenomenal and then you look next to them and they're like, "Wait, you've changed one word." Um that's not a test. So, you want to make sure that you're catching yourself there as well, especially because maybe you've planned out the test in advance with your strategist. Maybe you haven't. Maybe they've just gone on their own and created the test. And so, you definitely when I'm reviewing it is yes, the ad, but also is this test

02:26 worthwhile? Because there is so much money going into making ads and then going into the spend behind ads that throwing up an ad that is nearly identical to another one is pointless and a waste of time. >> Yeah, 100%. And you put a good ad in the wrong ad set is a bad ad. Can you elaborate on that a little bit? >> Oh, I thought that was so clever, but I

02:49 did I thought you right. I did come up with [laughter] >> You sure did. >> Yeah. So, it's essentially what I just said. So an ad can look amazing, but if V1 has the same headline and opener and B or basically the same headline and opener and body as V2, then one of those is a bad ad and needs to change and the other one can stay there.

03:11 Congratulations, you win, but that other one needs to change because it's in relationship to your other versions. >> Yeah. Amazing. Okay, cool. So the next slide we have is all about how to structure a creative test. So within like an ad set, what that really means and let me know if you would you would disagree, but I would call that like a creative test. Like what am I testing, right? >> Yeah. >> Um so within ad set, you're structuring