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Building Ad Creative For Better Experimentation

Marpipe's Ad Builder
Marpipe

When you’re ready to build your first experiment, navigate to the Experiments menu on the left-side bar, then select “Create a New Experiment”. In the Ad Builder you will begin with a blank artboard in the center, your assets on the left side, and your experiment on the right side.

01 Template Mode

In Template Mode, you’ll build the creative design for your ads by dragging your assets from the left-side menu onto your artboard. Think of Template Mode as building your base creative, at this point you are not swapping variables, just building a single ad. You know you're in Template Mode when the outline of the artboard is purple.

Within the Ad Builder you can change your artboard background color by picking a color using the white box above the artboard. Directly next to the white box you can toggle overflow on/off. Another background option is to use an asset from your Asset Library as a background. You can edit the aspect ratio of your artboard by selecting from the three size options on the bottom left, and you can change the name of your experiment and artboard by typing over their respective text boxes.

Layout image and text assets on you artboard to create your base ad. Simply drag and drop your images and texts onto the artboard, this will create new groups on the right-side menu. These groups are the variable groups which you will use to replace variants and built your multivariate grid. When you place a text variant on the artboard, the text editor will show up on the right-side menu below your groups.

After building one template you can clone it to rearrange the position of the assets within that template or you can stop designing and begin building your multivariate experiment.

02 Experiment Mode

To start using Experiment Mode, toggle the button in the top right corner of the page. You know you're in Experiment Mode when the artboard's outline is green.

Add test variables to your experiment by either dragging them directly onto an artboard to replace the original asset, or by clicking “Create a new group variant” within one of the groups on the right-side menu and dragging a test asset onto the empty variant space that is created. Repeat this within the variable groups in which you are planning to test assets against each other (i.e. replace backgrounds with backgrounds, images with images, etc.).

03 Preview Your Grid

At this point, you've completed the creation of your multivariate creative suite! The last step is to review all of your ads by clicking the Preview tab on the top navigation bar. Within the Preview tab, you’ll have a full view of every ad that you just created. The total number of ads will equal the number that was shown on the bottom bar of Template and Experiment Mode.

When you’re building so many ads all at once, there can be small issues that need adjusting to make sure every ad looks good. You may find that one image variable isn’t showing the right part of the image, so you’ll want to make an edit to fix that. As you look over all of your ads, you can go back to the Asset Library to adjust focal points of images if you need to. You can also go back to Template Mode to move things around in order to make sure that every part of each ad is shown correctly.

Once you are at a good point, just click Download to save your entire multivariate experiment into one folder! Your ads will download into a zipped folder on your computer along with a csv file which breaks down all of the variable groups and assets within those groups that you just created.

With your completed multivariate creative suite of ads, you can now build out your test campaigns and run the ads live. Filtering the results after the test is finished will help you to understand what creative variables are most impactful for your advertising campaigns!

Read our full creative testing guide

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How to Run a Multivariate Test

The Beginner's Guide

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Tiffany Johnson Headshot

How to Run a Multivariate Test
The Beginner's Guide

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