Monday, Oct 14

B2B Advertisment Opportunity

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How to Use Ad-Variable Isolation to 10x Your ROAS

One of the most powerful ways to Find Winning ads isn’t testing dozens of combinations but Isolating Ad Variables.

Testing one variable at a time.

If you’ve been throwing different creatives, headlines, and audiences into your campaigns without clear results, this is your step-by-step guide to focus on what works. And yes, this approach can help you 10x your ROAS (Return on Ad Spend). Here’s how. 🚀

What is Ad-Variable Isolation?

Ad-variable isolation tests one element (or variable) of your ad simultaneously. Instead of changing everything at once, you methodically adjust individual components to see which ones lead to better results.

This could be:

• Text Overlays

• Creative (image or video)

• Headlines

• Primary Text

• Audience Targeting

• Ad Placement

By isolating these variables, you can clearly see what’s driving success and what’s holding back your performance.

How to Apply Ad-Variable Isolation: Step-by-Step

Step 1: Test Text Overlays 📝

Text overlays can help emphasise key benefits or create urgency. Test different variations to see which wording resonates most with your audience.

What to do:

Create 2-3 versions of the same ad, but change the text overlay. Keep the creative, headlines, and primary text the same. After running the test, compare the performance of each text overlay.

Step 2: Experiment with Creative (Image or Video) 🎨

Your creative is the most eye-catching part of the ad. Test between images, videos, or different visual styles (product vs. lifestyle shots) to see which one drives higher engagement.

What to do:

Run the same headline and copy, but test 2-3 different creatives. Analyse CTR (Click-Through Rate) and CPC (Cost per Click) to determine which creative grabs your audience’s attention.

Step 3: Play with Headlines 🖋️

Your headline is often the first piece of text people see. Test different versions highlighting curiosity, urgency, or value to discover which encourages clicks.

What to do:

Keep the exact creative and primary text, but test a variation of your headline. Focus on different angles: value-driven, curiosity-driven, or problem-solving.

Step 4: Refine the Primary Text 🔥

Your primary text provides the substance of your ad. Test different lengths, tones, and structures to see which message connects best with your audience.

What to do:

Keep the winning creative and headline, but test different versions of the primary text—short, long, storytelling, or benefit-focused. Measure engagement to find the copy that works best.

Step 5: Optimize Audience Targeting 🎯

Once you’ve refined the ad creative, it’s time to optimise your audience. Test different groups—broad, lookalike, or interest-based audiences—and see who engages most.

What to do:

Keep your winning ad creative, but run it against different audience segments. Compare conversion rates to determine which audience delivers the highest ROAS.

Step 6: Adjust Ad Placement 📱

Where your ad shows up (e.g., in the newsfeed, Stories, or on Instagram) can dramatically affect performance. Test different placements to see where your ads get the most attention and conversions.

What to do:

Run the same ad with different placements, such as Instagram Stories, Facebook Newsfeed, or Messenger. Monitor which placement drives the best results.

Pro Tip: Be Patient and Strategic

Ad-variable isolation isn’t a one-day process. Take time to test each element, and don’t rush to switch up everything simultaneously. Give each test enough time to gather data before making any conclusions.

Need A Step-By-Step Action Plan For The Ad-Variable Isolation Method?

IBRAHIM’S NUGGETS

Happy Monday!

Hope you had a great weekend! When today’s newsletter is sent out, I’ll be on my way to Vietnam—a country that’s been on my list since long, so quite excited to explore Vietnamese culture, food, and all the other things it has to offer.

Anyway, coming to today’s nuggets, Snapchat has been working on quite a few interesting things..

What they've done: Snapchat just dropped some new ad solutions, and they're partnering with big names like Disney, McDonald’s, and Taco Bell to show off the possibilities. They’re leaning into AR ads and immersive experiences, giving brands a fresh way to connect with younger audiences. The idea is to create ads that are less interruptive and more engaging, where users can interact with products in fun, creative ways right on the app.

Why they’ve done it: Snapchat knows its core audience is young and hard to reach through traditional ads. By bringing in AR and interactive ad experiences, they’re tapping into what Gen Z loves—playful, engaging content that doesn’t feel like a typical ad. Partnering with massive brands like Disney and McDonald’s helps showcase just how effective this format can be.

How this impacts you: If you’re targeting younger audiences, especially on platforms like Snapchat, this move is something to watch. The takeaway here is that your ads don’t have to feel like ads—AR and interactive content can give you a way to stand out, get creative, and connect with Gen Z in a way that feels authentic and fun. Think about how you can bring a more interactive touch to your campaigns to keep your audience engaged.

Once this gets more traction, I’ll be getting back to this one as it looks promising!

Read More.

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📰 IN THE NEWS

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👉From Boomers to Zoomers: how retailers and eCommerce firms can boost sales and loyalty

Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.