"We're testing new creatives."

Great. But how? Are you throwing spaghetti at the wall?

To get scientifically significant data without blowing your budget, you need a controlled environment. The industry standard for advanced DTC growth is the 3:2:2 Method (often used in Facebook Dynamic Creative Tests).

A Graphic of the 3:2:2 Method by Carson Hoffman

The 3:2:2 Formula

Set up a Broad audience ad set (no targeting). Inside, load:

3 Creatives (Visuals)

  • These should be distinctly different concepts (e.g., 1 Unboxing, 1 Static Us-vs-Them, 1 Founder Story).

  • Variable: Visual Hook & Narrative.

2 Primary Texts (Headlines/Copy)

  • Copy A: Short, punchy, benefit-driven.

  • Copy B: Long-form, storytelling, testimonial-driven.

  • Variable: Context & Argument.

2 Headlines (The Bold Text)

  • Headline A: Direct Offer ("Get 20% Off Today").

  • Headline B: Social Proof ("Rated 5 Stars by 10k+").

  • Variable: Click incentive.

Why It Works

The algorithm will rapidly test the combinations. Within 48 hours, it will spend 80% of the budget on one specific combination. That is your winner.

Take that winner, move it to your scaling campaign, and restart the 3:2:2 process.

Your turn: Open your ad manager. Are your tests isolated variables, or mixed bags?

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