Creative
A creative is the ad asset itself — a video, a banner, or ad copy — that a user sees before clicking. It's a separate piece from the landing or prelander the click leads to, and campaign performance depends on how well the two work together.
What makes a strong creative
CTR is driven by the first few seconds of a video or the banner's visual, the headline, and how closely the creative matches what the prelander delivers right after the click. A gap between what the creative promises and what the user actually sees tends to hurt conversion and drive up complaints or chargebacks.
Testing creatives in PWA arbitrage
Buyers usually test several angles in parallel — different pain points, formats, video lengths — rather than relying on a single creative. APEX split-tests with sticky visitor bucketing let buyers test creatives and prelander or PWA variants independently, without one effect bleeding into the other.
FAQ
- How many creatives do buyers usually test at launch?
- There's no fixed number, but buyers typically launch several different angles at once, anywhere from three to a dozen, to find a winner faster instead of testing one at a time. Weak performers get cut and the winner gets scaled.
- How do you know a creative has burned out?
- The main signal is CTR dropping and CPM climbing under the same targeting with no other changes to the campaign, meaning the audience has become fatigued with the creative. At that point launching a new angle works better than trying to revive the old one.
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