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AD RULES
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- Start broad and test broad
Enough with the A/B tests. Start with a wide variety of content you THINK works well, and some that you think won't. If it's on your website, it's free game. Try different use cases, different audiences, different ad styles. Try very branded and not so branded. Start broad and test broad.
- When you get a winner, then you test
Once you figure out what works, THEN you start the A/B tests. Try to make it 1% better and only do A/B tests for winning ads.
- Most ads are not art....
Quick, fast, more = better. We want to test a lot, we want to try a lot. Don't get caught up in blue only ads or ads with your logo only... Save the beautiful ads for fully tested, proven winners. Ads go out of style, they get stale, even if they're beautiful. And especially when frequency is high...
Okay so those are the ATTN Makers ad rules... Short, to the point, because every program is so different. But at the core of every program should be A LOT of testing... The more testing the better, which means you need to churn out a lot of ads quickly. If they're high quality even better. But don't let your CEO tell you "we're not a meme company, no memes" -- we advertise to people like you and me and we're on social media platforms where people see WHAT OTHER PEOPLE ARE TALKING ABOUT. It's not an art museum...
Last of all, if you don't like these, great. I think you're wrong, but at the heart of most B2B marketing is big personas, with different experiences, pushing different narratives based on what they've experienced. This whole blog is my experience. Nevertheless, I think curating your own ad rules is a worthwhile exercise.
Why?
As Rick Rubin puts it "Rules may be useful to break a pattern. They can challenge you to become better, to innovate, and to bring out a new side of yourself or your work... The purpose is self discovery."
Written by
Rowen Gray
Last update:
August 19, 2025
"Working with ATTN Makers transformed our ad strategy, leading to a significant increase in qualified leads and conversions. Their expertise in digital marketing is unmatched!"
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