For our PPC clients we take a “Create, Learn and Optimize” approach to rapidly test and roll-out relevant creative that addresses critical campaign challenges. To tackle these challenges we build a creative strategy that starts with an analysis of funnel stages for different audience segments within different product lines. We then create creative concepts and a testing methodology based on our research and hypothesis on the experiments we’d like to run.

Our two core audience targets for SCORE were business experts who might be interested in mentoring and young entrepreneurs who would benefit from a business mentor. The ad concepts below show a variety of creative approaches for attracting young entrepreneurs into the SCORE program. All concepts tested used a variety of photographs but each set has distinct messaging, design and formatting.

At this stage we’re ready to consolidate our campaigns with the best performing creative and begin optimizing the winners. With our honed in concepts we performed quick micro-experiments to test messaging, different cuts and lengths, calls-to-actions, and color schemes. By A/B testing one element at a time we’re able too quickly improve performance and gain valuable insight into what’s working and not working for within our different targets.

New campaigns need to be continually improved, refreshed, optimized, and eventually challenged with new ideas and creative concepts. With the insight we gained from the ideation and iteration phase we are able to further scale SCORE’s campaigns by fine-tuning our audience segmentation/exclusions optimizing our bidding strategies while developing new campaigns and testing variants.