Ad concept bakeoff
Put multiple ad concepts in front of your real audience and watch how they react. Learn which angle, imagery, and claims create the strongest "I'd click that" response.
Category:
Creative / Ads
Type:
What this experiment answers
Which ad concept creates the strongest click intent
What creative angles resonate vs. fall flat
Which claims feel credible vs. too good to be true
How different audience segments respond to each concept
When Teams Use This
Common scenarios:
Before launching a new paid campaign
When refreshing creative that's showing declining performance
To validate which angle to lead with in a multi-channel launch
When agency partners present multiple concept directions
When not to use this:
If you only have one concept or minor variations (like color swaps), use a simpler A/B test framework instead.
How the experiment works
1: Inputs required
3–6 ad concepts (can be static images, video thumbnails, or copy + visual descriptions), target audience definition, campaign goal (awareness, consideration, conversion)
2: Study setup
Upload concepts to Mavera Audience. Configure the study to measure appeal, clarity, click intent, and brand fit.
3: What Mavera runs
Side-by-side concept testing with randomized presentation order, qualitative feedback on creative elements, quantitative rankings on key metrics
4: Outputs you receive
Ranked concepts with performance scores, element-level feedback (headline, visual, CTA), segment breakdowns showing which audiences prefer which concepts, verbatim explanations of appeal and concerns
What you get out of it
Clear winner and runner-up concepts
Element-level insights (which headlines, images, CTAs work best)
Audience segmentation showing divergent preferences
Example artifacts: creative brief updates, media buying recommendations, test-and-learn roadmap
Common Pitfalls
Don't test concepts that are too similar—small tweaks won't surface meaningful differences.
Make sure all concepts are production-ready or close to it. Testing rough sketches leads to feedback on polish, not substance.
Consider channel context. An ad that works for LinkedIn may not translate to Instagram.
Want to apply this to your product?
We'll tailor this recipe to your ICP, product, and launch timeline—and show you exactly what the output would look like before you commit.