Practitioner pattern · Eric Seufert (The Fabulous, Eric Seufert's previous employer (Facebook app advertiser, 2018))
Kill ads the same or next day once they clearly aren't winners
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What they did
In creative testing, aim to identify losers as fast as possible: an ad getting no delivery the same or next day is not a winner and is killed, even if it might perform at average, because it won't grow spend. Winners take longer to prove out, so let them run.
In their words
Sub Club by RevenueCat · The Post-Attribution Playbook for Growth — Eric Seufert, Mobile Dev Memo“This is getting no delivery? Not a winner. Maybe it could perform at the average or whatever, but it's not going to grow my ad spend, so it's a loser, and I kill it.”
“The way I approach creative testing is really just I'm trying to identify losers as quickly as possible. The winners take time to prove out, but the losers are pretty quick to prove out.”
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More from this episode
- The Fabulous: Have every team map its own path from no AI to full AI use
- Pull competitors' ads into storage and have an AI agent explain the conceptsReplaces a full-time manual job; commonly seen among app advertisers
- Auto-build every mix of your ad pieces and keep feeding them to FacebookWinners emerged with no human picking them; became his core creative-testing belief
- Add a pointless CAPTCHA and tell the ad platform who solves itAbout 40% higher ROAS, recalled secondhand
- Spend on your biggest channel until it hits your ROAS floor, then add the nextAdvice from his consulting; keeps overhead and complexity low
- Raise ad budget step by step as older cohorts prove their Day 30 and 60 ROAS