Rotate vs iterate creatives: parallel test vs descend the winner

Rotate vs iterate creatives: parallel test vs descend the winner

Tried both modes on a tired weight-loss campaign. They solve different problems.

Rotate (drop 5 fresh, distinct angles at once) is for FINDING the vein — wide swings, kill losers fast, you're hunting a winner you haven't met yet. Test 3-5 angles, not 30.

Iterate (take the winner, change one variable — headline, image, hook, then again) is for MINING the vein you struck. Small bets, compounding gains, you squeeze every point of CR out of a proven angle before it fatigues.

— No winner yet → rotate distinct angles, broad swings
— Got a winner → stop rotating, iterate one variable at a time
— Winner fatiguing → back to rotate for the next vein

Go test it.