047: Creative Testing 101: Sniper Approach or Spray & Pray?

Hello, you lovely Creatives!

Welcome to Volume 4️⃣7️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

And today on the cutting board…

Let’s start with a question:

What do most of the top performing ecommerce brands have in common?

Sure, they:

Understand their customer…

Have diversified acquisition channels…

Maximize LTV/AOV…

But there are 3 other things that are absolute non-negotiable when it comes to selling more products online…

Testing, testing, and more testing. 

Of course.

Focused and purposeful testing is the back-bone of any high performing ad account. 

And in 2025, the debate is heating up between 2 distinct approaches for testing creative:

Creative Strategy vs. Creative Volume. 

Should you prioritize crafting the perfect ad based on deep insights?

Or should you flood the market with variations to find your winners?

Today, we’re breaking down this showdown. 

The pros, the cons, and what will drive results for your ad campaigns.

Let’s dive in.

The 2 Approaches

When it comes to e-commerce advertising, particularly on Meta - 

Success is all about creative testing. 

But there are two schools of thought:

1. Creative Volume: Throw everything at the wall and see what sticks.
   

2. Creative Strategy: Take a surgical approach by deeply understanding your audience and refining your message.

So, which should you bet on in 2025?

Spoiler: It’s not an either/or answer.

Let’s break down both sides.

Creative Volume: Speed, Scale, and Iteration

Think of creative volume as the “fail fast” method.

Brands pump out a high number of ad creatives with minor tweaks and variations, aiming to test a wide range of ideas in a short amount of time.

Why It Works:

→ Speed

Platforms like Meta favor fast feedback loops.

With enough volume, you quickly identify which visuals, hooks, and offers resonate.

→ Unpredictable Winners

Sometimes, the creative you least expect becomes your best performer. 

Volume increases your odds of finding those outliers.

→ Scalability

Once you identify a winning concept, you can easily double down on it.

(AKA - spend more)

The Downsides:

→ Surface-Level Insight

High-volume testing tells you what works but rarely explains why.

→ Creative Burnout

Cranking out dozens of creatives each week can exhaust both your team and your audience.

→ Brand Dilution

Without strategic oversight, some creatives can stray too far from your brand’s identity, making your message feel inconsistent.

Creative Strategy: Depth Over Breadth

If creative volume is a sprint, creative strategy is a marathon.

This approach involves deep audience research, thoughtful creative briefs, and carefully crafted ads that align with long-term brand goals.

Why It Works:

→ Audience Connection

Strategic ads are designed to resonate on a deeper level, addressing specific pain points and desires.

→ Longevity 

A well-thought-out ad can deliver consistent performance for months, reducing the need for constant reinvention.

→ Actionable Insights 

When a strategic ad wins, you gain valuable knowledge about your audience that can inform future campaigns.

The Downsides:

→ Slower Testing Cycles

Crafting the “perfect” creative takes time, which can delay feedback.

→ Higher Upfront Costs

Strategy often requires investing in better research, design, and production.

→ Risk of Tunnel Vision

By focusing too narrowly on specific ideas, you might miss unconventional but effective approaches.

Which Approach Wins in 2025?

The truth? 

Neither strategy wins alone.

In 2025, the most successful ecom brands and ad agencies are blending creative strategy and creative volume into a hybrid model. 

Here’s how:

1. Start with Strategy

• Deep-dive into your audience using first-party data, surveys, and AI tools like ChatGPT.
  

• Develop 3-5 core creative concepts based on insights about your customer’s pain points, aspirations, and decision-making process.
  

• Ensure these creatives are on-brand and focused on long-term objectives like retention and loyalty.

2. Scale with Volume

• Take your core concepts and spin them into 20-30 variations. Test different hooks, visuals, and copy lines across multiple audiences.
  

• Use rapid testing frameworks like Meta’s Creative Testing Methodology to identify winners in a matter of days.

3. Iterate Ruthlessly

• Analyze what works, but don’t stop there. Use the insights to refine both strategy and volume.
  

• Example: If you discover a specific hook resonates, create additional variations around that theme.

The Meta Ad Advantage

Why is this so crucial for Meta ads specifically?

Meta's algorithm thrives on data, meaning the more creatives you test, the better it understands your audience and optimizes ad delivery. 

At the same time, Meta audiences are exposed to your ads frequently, increasing the risk of ad fatigue -

Volume testing keeps your content fresh, while strategy ensures it remains consistent with your brand. 

On top of all that, with nearly every advertiser relying on high-volume testing, a lack of strategy in your plan might cause campaigns to blend in rather than standing out.

Adapting and Overcoming

If you’re an ecom marketer or ad agency - 

You can’t afford to choose between creative strategy and volume in 2025.

You need both.

Adapt, innovate, and keep your finger on the pulse of what your audience needs.

Because in the ecommerce world:

Testing is everything, and everything is testing. 

Until next time,

Chase

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!