That desire to continuously test different ad creatives and targeting feels productive, but it’s probably the single biggest source of wasted ad budget and time for most brands. The real breakthroughs don't come from endlessly tweaking a headline or button color. They come from finding a truly new and resonant 'concept'.
The popular advice, which you’ll hear everywhere, is to test everything all the time. On the 2X eCommerce Podcast, Kunle Campbell describes this as a process where
