We do not test and iterate on creatives for many accounts. This is typically when an account is running at a low level of spend(typically $20k a month or less). In these cases, creative testing can be detrimental to the performance of the account(unless the account is brand new and without any history – in which case you should test to prove out your creatives)
This is because creative testing can & will hurt your overall ROAS/CPA.
Before you put in place a creative testing cadence, you have to be at a level of scale where you can absorb the hit to your ROAS/CPA.
Still here? Great! So: what other criteria should you use to set up a regular cadence(weekly/monthly) for testing creatives?
You start to see that your ROAS/CPA starts to deteriorate on your top spending creatives. This typically happens as you scale – or you enter a more competitive season, and is typically accompanied by:
Increase in creative frequency.
Increase in first time impression ratio.
(Btw: if your frequency is high and your first-time-impression-ratio is up BUT your performance isn’t deteriorating, you dont really have a problem.)
AND
You’re able to invest a portion of your total budget into creative testing knowing that the performance of your tests will drag your overall CPA down.
Looking to scale your mobile app growth with performance creative that delivers results? Talk to RocketShip HQ to learn how our frameworks can work for your app.
