SECTION 3 OF 5

Creative Variety

50 points possible

1. How many different creative formats do you test monthly?

1-2 formats (mainly one type) — 1 point

3-4 formats (some variety) — 2 points

5-6 formats (good mix) — 3 points

7-8 formats (wide testing) — 4 points

2. Does your founder or team appear in your creative?

Never — 0 points

Rarely (1-2 ads per month) — 1 point

Sometimes (3-5 ads per month) — 2 points

Regularly (6-10 ads per month) — 3 points

3. What's your UGC vs high-production split?

100% UGC or 100% polished (no mix) — 1 point

80/20 split either way — 2 points

70/30 split either way — 3 points

60/40 split either way — 4 points

4. How often do you create educational content?

Never — 0 points

Rarely (less than 10% of creative) — 1 point

Sometimes (10-25% of creative) — 2 points

Regularly (25-40% of creative) — 3 points

5. How often do you test problem-solution narratives?

Never — 0 points

Rarely (less than 20% of creative) — 1 point

Sometimes (20-40% of creative) — 2 points

Regularly (40-60% of creative) — 3 points

6. How many different customer scenarios do you showcase?

1-2 scenarios only — 1 point

3-4 scenarios — 2 points

5-6 scenarios — 3 points

7-8 scenarios — 4 points

7. How many emotional angles do you test?

1 angle (single emotion) — 1 point

2 angles — 2 points

3 angles — 3 points

4 angles — 4 points

8. How many customer avatars appear in your creative?

1 avatar (narrow targeting) — 1 point

2 avatars — 2 points

3 avatars — 3 points

4 avatars — 4 points

9. How often do you use before/after content?

Never — 0 points

Rarely (less than 10% of creative) — 1 point

Sometimes (10-20% of creative) — 2 points

Regularly (20-30% of creative) — 3 points

10. How often do you refresh your creative?

Every 3+ months — 0 points

Every 2 months — 1 point

Every month — 2 points

Every 2-3 weeks — 4 points