One change per version
If two ads differ in the hook, the music and the offer, a test can't tell you which change made the difference. We build variations from the same master and change one element at a time, unless you ask for something else. The brief names what each version tests, and the file name says it too.
What we can vary
Hook
A different opening shot, line or question in the first seconds, with the rest of the ad unchanged.
On-screen text
Different headline text or caption wording over the same pictures.
Offer frame
The same ad with a different offer or call to action, as long as you supply the wording.
End card
Different layouts, colors or button text on the closing seconds.
Pacing
A faster and a calmer cut of the same material, with the same lines.
Voice or music
A second voiceover read or a different licensed track under the same picture.
Building hook versions
Most of the useful variation sits in the first three seconds. From one shoot we can usually find several openings: the product in use, the problem it solves, a bold line from the speaker, an unusual close-up, or the offer itself. Each becomes a version with the same body and end card. Send any notes on what has worked or failed in earlier ads, and we'll avoid repeating tests you've already run.
Rounds of testing
Testing tends to run in rounds. You launch a set, read the results in your ad account, and ask for new versions of whatever did well. We keep the project files organized so a new round of hooks on a winning ad goes quickly. We don't read your ad account; you tell us which version to build on.
A note on results
Variations give you options to test. They don't promise that any version will win, or by how much. The numbers depend on budget, audience, offer and timing, all of which sit outside the edit.
Questions
How many variations should we order?
That depends on your budget and how many ads your account can test at once. Your media buyer is the best judge. We quote for whatever count you choose and can add more later.
Can you tell which hook will work best?
No. We can tell you which openings are clearest and best framed, but only a live test shows how people respond.
Have footage and a campaign coming up? Tell us the platforms, the lengths you need and how many versions you want to test.
Request a quote