Speed beats guesswork when creative, media and analytics iterate together. Run disciplined tests, read them consistently, and scale winners across channels.
What’s the core of a sound creative test across channels?
Turning campaigns on and off at will.
Testing on one platform then assuming results elsewhere.
Randomised audience splits with consistent KPIs and exposure.
Sequential day‑by‑day swaps only.
Which Google/YouTube capability measures upper‑funnel impact of variants?
Brand Lift studies to read ad recall and consideration.
Organic impressions on a brand channel.
Last‑click ROAS in Search only.
Bounce rate from Analytics alone.
What sprint cadence supports agile creative iteration?
One‑ to two‑week sprints with rapid readouts.
Annual refreshes.
Continuous running with no checkpoints.
Quarterly testing only.
Why use a shared naming convention for assets?
To bypass brand approvals.
To hide test details from stakeholders.
To reduce CPMs automatically.
To compare variants and speed analysis across platforms.
Which pattern can signal creative fatigue?
Lower frequency with more conversions.
Higher CTR at the same conversion rate.
Stable CPA with growing reach.
Rising frequency while engagement or conversion falls.
How do you reduce false positives when testing many variants?
Stop early whenever a curve looks good.
Limit variables and require a pre‑set minimum sample size before declaring winners.
Change targeting mid‑test.
Use different KPIs for each ad.
What’s a key benefit of dynamic creative with feeds?
Automatically tailoring elements to audience or context at scale.
Increasing reliance on third‑party cookies.
Skipping legal and brand review steps.
Disabling platform measurement tags.
For upper‑funnel video tests, which KPI fits best?
Last‑click revenue only.
Email open rate.
Average session duration alone.
Ad recall or awareness lift.
After finding a winner, what should always‑on teams do?
Switch 100% of budget overnight without monitoring.
Stop all testing for the rest of the year.
Rotate random ads with no plan.
Scale the winner while continuing smaller tests with new challengers.
Why include media, creative and analytics in one squad?
It increases meetings without benefits.
It exists only to split budgets evenly.
Shared data and fast feedback let teams ship improvements weekly.
It lets teams skip QA and approvals.
Starter
You know the basics. Tighten hypotheses, sample sizes and naming so tests travel across channels.
Solid
Well done. Keep rotating challengers, watching fatigue and aligning metrics to funnel stage.
Expert!
Elite. You ship learnings weekly and turn them into scaled creative systems.
