How should Eliza determine the best creative for her webinar ads?

The best approach for Eliza to determine the most effective creative for her webinar ads is to target the creatives to the same audience and monitor performance. This method allows her to gather consistent data across different creatives while controlling for audience variables. By targeting the same audience, Eliza ensures that any performance differences between the creatives can be attributed to the variations in those creatives rather than differences in the audience being targeted.

Monitoring performance provides insights into metrics such as engagement, click-through rates, and conversions, helping Eliza identify which ad resonates best with her audience. This iterative process of testing different creatives while keeping the audience constant is crucial for optimizing ad performance over time. It enables data-driven decision-making, leading to more effective advertising strategies.

Other approaches, such as using only one creative or evaluating based solely on impressions, limit the ability to assess the effectiveness of different creative messages. Moreover, targeting different audiences for each creative can introduce variability that complicates the evaluation, making it difficult to determine which creative truly performs better.