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Driven Creative Testing for Paid Social

Image by Chris Liverani

1. Client Overview:

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In the competitive iGaming sector, acquiring new customers requires continuously optimizing ad creatives. This study explores the impact of AI-generated creatives on Meta (Facebook & Instagram) and YouTube through structured A/B testing. By leveraging AI-driven design, copy variations, and dynamic optimisations, 777.be aims to identify the best-performing ad formats, visuals, and messaging to increase engagement, CTR, and ROAS.

2. Business Case & Justification

Problem Statement:

Traditional creative testing is time-intensive and limited by human biases. AI-driven creative generation and testing can provide data-backed insights, allowing 777.be to scale winning ad variations efficiently.

Key Metrics:

  • CTR (Click-Through Rate): Identifying the highest-performing creative elements.

  • ROAS (Return on Ad Spend): Measuring the profitability of AI-generated creatives.

  • CVR (Conversion Rate): Evaluating the ability to turn clicks into new sign-ups.

  • Engagement Rate: Determining which visuals and messaging resonate most.

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3. AI-Driven A/B Testing Framework

Phase 1: AI Creative Generation

  • Utilise AI tools to generate ad variations.

  • Test multiple themes: promotional offers, game highlights, testimonials.

  • Create variations in format: video, carousel, static image, and reels.

Phase 2: A/B Testing Execution

  • Platform: Meta (Facebook & Instagram) and YouTube.

  • Budget Allocation: 70% prospecting, 30% retargeting.

  • Audience: New users in regulated markets, segmented by interest and behaviour.

Testing Variables:

  • Visual elements: Colours, characters, animations.

  • Messaging: Urgency-driven vs. storytelling vs. educational.

  • CTA (Call-to-Action): Different placements and wording.

Phase 3: Data Collection & Optimisation

  • Monitor real-time performance in Ads Manager & Google Analytics.

  • Identify winning creatives and scale budgets accordingly.

  • Use AI-driven predictive modelling to anticipate performance trends.

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4. Results

After implementing AI-driven creative testing, 777.be observed the following measurable improvements:

  • CTR increased by 23%, demonstrating stronger audience engagement.

  • ROAS improved by 37%, indicating better budget efficiency.

  • Customer Acquisition Cost (CAC) reduced by 27%, improving overall profitability.

  • Engagement Rate surged by 45%, confirming enhanced ad resonance.

  • Ad iteration speed increased by 50%, enabling faster optimisation cycles.

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