For all 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.

Performance creative relies on experimentation. For Wild Bill we created a variety of concepts that ranged from the straightforward to the wild and unexpected. To maximize our tests we developed ads specifically for top-funnel prospects and mid-funnel consumers for retargeting. Within one to two weeks we were able to effectively test and determine winners within different audience segments and different product lines.

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, promotional offers, calls-to-actions, product flavors, and color schemes. By A/B testing one element at a time we’re able to quickly improve performance marketing results and gain valuable insight into what’s working and not working 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 Wild Bill’s campaigns by fine-tuning our audience segmentation/exclusions optimizing our bidding strategies while developing new seasonal campaigns and testing variants.