[Growth & acquisition]() / [Use cases]() / [Creative testing]() [How it works]() [What you get]() [Scope]() [Start a review]() [Growth & acquisition]()[Creative testing]() # Turn customer evidence into creative that wins. Concepts come from what customers actually ask. Each one gets a fair test and a verdict, and every test writes the next brief. [Start with a growth engine review]() [How it works]() Every verdict writes the next brief ## Sound familiar? - The team makes more ads than it can learn from. - Nobody can say why last quarter’s winner won. - Briefs start from a hunch, not from what customers ask. More creative only helps if each test teaches you something. Otherwise it’s more cost and more noise. ## What changes. ShowTodayWith the engine Ideas Brainstorms and competitor ads Customer questions, reviews and search terms Volume As many ads as the team can make As many as the budget can test fairly Results A winner nobody can explain A verdict and a reason for every concept The next brief Starts from scratch Starts from the last test ## How it works. 6 steps, 5 stages. - AI**3** - Rules and automation**1** - Your team**2** - Approval 1. 1 Listen 1. AI ### Group what customers ask Reviews, site search and support chats clustered into recurring questions. - Shopify - Gorgias 2. 2 Brief 1. Your team Approval ### Choose the angle Your team picks the concepts and the claims you can support. 3. 3 Make 1. AI ### Draft variations Hooks, scripts and cuts for each concept, inside brand and claim rules. 2. Your team ### Shoot or brief creators Creators or your studio make the approved concepts. 4. 4 Test 1. Rules and automation ### Test with enough budget Each concept gets the spend and time it needs for a fair read. - Meta - TikTok 5. 5 Learn 1. AI ### Write up the verdict Keep, revise or stop, with the reason, saved to a library. - Motion Every verdict writes the next brief ## What you get. Real work, every week. Test 017 · first orders 14 days · $6,000 - The wash test **2.1×**Keep - Packed for a weekend **1.4×**Revise - Commute to trail **1.0×**Stop Compared with the current ad Every test ends in a verdict: keep, revise or stop. Brief 018 Canvas field jacket The wash test, with three new creators. Why Won test 017 at 2.1× first orders Claim Machine washable on cold Source Supplier spec, revision 2 Not claimed Waterproof The next brief, written from the last verdict. ## How you’ll know it’s working. 1. Cost per concept tested Production and media, divided by tests that actually read. 2. Tests with a clear verdict A test that can’t decide anything was money spent on noise. 3. Time from insight to live ad How fast a customer question becomes something you can sell with. Baselines agreed before we build. Why fewer, fairer tests Monthly testing budget $24,000 Spend a concept needs for a fair read $6,000 Concepts you can test fairly 4 Concepts the team usually makes 15 Concepts that never get a fair read 11 Illustrative. The spend per test depends on your prices and conversion volume; we work it out from your history. ## Works with what you have. Ads - Meta - TikTok Measurement - Motion Commerce - Shopify Support - Gorgias We configure first Meta and TikTok’s testing tools and Motion’s reporting handle the reads. We design what goes into them. We build when Customer evidence, briefs and verdicts need to live in one library. ## What a first build includes. Built in your accounts, around your team. Scope, fee and baseline agreed before we start. 1. 1 Design 2. 2 Build 3. 3 Run it, or hand it over [Start with a review]() [Scope this build]() ### We build - A customer-evidence feed from reviews, search and support - A brief template with claims and sources - A testing plan sized to your budget - A verdict library that writes the next brief ### We start from - Reviews, site search and support history - Past ads and results - Brand and claim guidelines ### From your team Owner Head of growth or creative lead Involves - Creative - Paid social - Partnerships ## Questions teams ask. Do you make the ads? We write briefs and AI variations, and coordinate creators or your studio. Production can stay with whoever makes your ads today. How many concepts should we test? As many as your budget can read fairly. We work out what each test needs, then plan the calendar around it. Who owns it once it’s running? You do. It’s built in your accounts, documented, with training for the people who run it. Ownership usually sits with your head of growth or creative lead. We can keep running it with you, or step back. How do we start? Usually with a growth engine review: two to four weeks, a fixed fee credited to the build, and a plan that’s yours. If the job is already clear, we can scope the build directly. ## Part of your growth engine. One of 11 use cases, in 6 engines. [See the whole growth engine]() 1. [Creators & partners **3**]() 2. [Paid **2**]() 3. [Creative testing **1**]() 4. [Search & AI **2**]() 5. [Winback **1**]() 6. [Measurement & martech **2**]() In creative testing - **Creative testing**You’re here Works with - [**Creator ads**Turn creator posts into your best ads]() - [**Creator program**Run a creator program that pays back]() - [**Profit signals**Send ad platforms profit, not revenue]() See it at work - [**In the Fernway launch**Week 1: forty-one people asked the same question]() ## Make every test teach you something. Start with a growth engine review. [Start with a growth engine review]() [**Talk it through first**15 minutes]() We reply within one business day. --- Source: [https://www.thekeating.co/use-cases/creative-testing/]() [Contact Keating & Co](mailto:nelson@thekeating.co) · [Agent guidance](https://www.thekeating.co/llms.txt)