Within their top-of-funnel traffic, this helped them to break out both audience testing and creative testing. In a comprehensive testing structure, once you start spending a lot of money, creative fatigue can follow rather quickly. What worked just last week can suddenly work much less well. The reason is the Facebook algorithm will find people most likely to buy. But once you start spending a lot more, the algorithm has to settle for people who are not as easy to convince.
That’s when 4080 started testing on different angles. They tested thousands of ads for MenoLabs in a single year, then segmented ads into the even more granular testing components of hook, body, and call to action.