Nicolas KorvessisChief Executive Officer, Scale Lab · CEO Of Scale Lab 🧪 Scale Your Business With The 'Pyramid Of Growth' See how it works below! 👇

Follow this 80-20 Ad Campaign Rule for never before results.

10 Jun 2023 · 1 min

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In this concise marketing advice video, the speaker shares an 80/20 testing rule derived from managing millions of dollars in ad spend across various accounts and organizations. The rule advises allocating 80% of testing resources to on‑brand, conventional creatives, copy, and audience segments that align with the brand’s existing messaging, while dedicating the remaining 20% to unconventional, out‑of‑the‑box ideas that have never been tried before. The speaker claims that this minority of experimental effort typically generates the majority (approximately 80%) of performance gains, encouraging marketers to regularly push beyond familiar territory to discover their next winning asset.

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Let me tell you about my 80/20 rule for testing inside of your paid ads and just general marketing content. So after managing over millions of dollars in spend in both small accounts and big accounts, both companies, different organizations, entrepreneurs, we found that the 80/20 rule is a really, really great way to go about testing your creatives, copy, and your audiences. Here's exactly what I mean. 80% of the time you should be testing and launching new creatives, copy, pieces of content that are normal, quote unquote, right? They fit your brand. There's something that you would normally want to test. And 20% of the time, you should be testing something that's out of the box, something that's new and something that you've never tested before or maybe thought about testing. And usually what we've found is that that 20% will drive 80% of the results. So next time you're thinking about testing something, go outside of the box because more likely than not, it'll be your next winner.