Enhance your A-B testing

A small technique i have developed is to A-B test the images behind each A-B ad.
For example, in a typical problem solution ad, does your imagery focus on problem, solution, or both.
You can take that further with enough data by breaking results by audience segments, so you don't miss the micros.
Has anyone done similar testing?

Um, sir... this is a Wendys.

KeyNinja said:

Yes, I’ve done something similar. Testing images in A-B ads is really helpful. I’ve experimented with focusing on either the problem or the solution to see how it affects the audience’s response. Segmenting results by audience groups is really interesting, too, because some groups react better to certain types of images. If you have enough data, this approach can really optimize your ads.

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Exactly. I have been surprised so many times by the data that I no longer feel comfortable making any definitive projections without it. Turned out stating that to clients has been a blessing. Explaining the process of identifying which messages will work best with which audiences properly sets expectations about the path forward and gives me an opportunity to introduce them to the methodology we will use and the relevant KPIs to be aware of in advance.