Lesson 4 of 4 · 5 min
Reading a losing batch
You can tell a bad concept from a bad execution and fix the right one.
When every ad in a batch underperforms, there are two very different reasons and they look identical in the numbers.
Steps
- Look at whether the batch actually varied. If it did not, you tested one idea.
- Separate the ads that got attention and lost people from the ads nobody looked at.
- For the ignored ones, the hook failed. For the abandoned ones, the argument failed.
- Fix one layer and rerun, rather than rewriting everything.
The distinction that matters
A bad execution is a good idea rendered badly: right angle, wrong image, unreadable text, crop that cut the product. Fix the render.
A bad concept is a well made ad for an argument nobody cares about. Fixing the render makes it prettier and it still loses.
What to watch for
Rewriting everything after a losing batch is the most expensive possible response, and it destroys the one thing the batch gave you, which is information about which layer failed.