Question

How important is it to rotate ad copy vs ad creative? At the moment I've been trying to push new creatives, which has greatly improved the amount of conversions, but Ive made tiny changes to the copy (usually like 3+ different combos of one copy tho) and Im wondering if the copy can affect ad fatigue as much as the creatives can do. Whats your opinions on this? I'm asking mainly regarding e-com products. Obviously for high ticket product or courses the copy has huge impact but for something such as lip gloss, eye lashes, face cream, phone case (lower ticket products), would making tiny changes, trying different headlines, hooks etc be enough to then focus mainly on pushing new creatives? Thanks

Answer 1

I believe that the impact of copy is nowhere close to the impact of creative + headline. It's still a good idea to test different copy format (long form vs short form vs testimonials etc.  

Comments

@walloping Thats my impression of it too, but I feel like I have not tried enough copies that differ by a lot to make an assumption. Interesting insights, much appreciated!  

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@antipyrine i am focusing on coming up with different creatives and keep iterating the ones that works to keep challenging the control. Eventually, i believe, that the impact of focusing on creatives would be so much higher than focusing on copy. I think you should go hard on copy only once you are happy with your creatives perfomance  

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@walloping Got it! Thanks :D

Answer 2

Wow interesting q

Comments

@viipuri38772 It sure is!  

Answer 3

A year ago, it was all about the copy. Now everyone is using the same regurgitated copy, it's actually quite pathetic to see the same ads from a hundred marketers. So yeah, I would say creative/image/headline is beginning to rise again.  

Answer 4

I would say in order of importance it goes. Creative, Headline, Copy. Changing the angles of your copy can certainly help with ad fatigue. So can headlines and obviously the creatives

Answer 5

My favourite way to have new creatives ready to go is to run a separate DC campaign that’s purely just for developing different variations of creatives to have on standby ready to go when you start seeing fatigue. Run multiple creatives, copy & headlines

Answer 6

Generally speaking, I find creative burns out faster than copy. Can often get great results right out of the gate deploying new creative with proven copy.