Marpipe

Marpipe is a multivariate ad testing platform designed to assist businesses in testing and optimizing their ad creative at scale. According to the vendor, Marpipe offers a range of tools and features that allow users to create modular ad designs, categorize creative assets, run multivariate tests, and analyze the performance of ad variants. The platform caters to businesses of various sizes and is commonly used by marketing professionals, advertising agencies, e-commerce companies, retail companies, and technology companies.

Key Features

Modular design: According to the vendor, Marpipe's modular design allows for the interchangeability of creative elements within ad templates, providing control over variables for effective testing.

Categorizing assets: Marpipe allows users to categorize their creative assets based on various attributes, such as product type, packaging, and models, to facilitate effective testing and build a database of creative intelligence.

Starting with current top-performing ad: The vendor suggests using the current top-performing ad as the initial template for testing, enabling users to make incremental tweaks and improvements to establish a baseline of creative intelligence.

Adding variants: Users can easily upload image and video assets and enter in-image and out-of-image copy to create ad variants. These variants can be added to the appropriate placeholders in the ad template using a simple drag-and-drop interface, according to the vendor.

Budgeting tests: Marpipe provides guidance on budgeting tests, recommending allocating at least 1x the average cost per acquisition (CPA) per ad variant per test to establish a baseline of creative intelligence. The vendor states that budgeting 2x the average CPA per ad variant per test allows for more valuable data collection.

Choosing the audience: Marpipe integrates with Facebook Ads Manager and allows users to select one or more Saved Audiences to run their tests in front of. The vendor suggests that running tests in front of top-performing audiences helps in collecting a solid foundation of data.

Test length and cadence: Marpipe offers two test lengths, 7 days and 14 days, allowing users to choose the duration based on their testing goals and overall budget. According to the vendor, shorter tests are suitable for quick incremental changes, while longer tests are ideal for finding the best version of an already working ad or testing time-sensitive campaigns.

Launching tests: Marpipe provides a step-by-step process to launch tests, including selecting an existing campaign or creating a new one, setting audience targets, budget, test length, and out-of-image ad copy. According to the vendor, tests are launched within Marpipe and automatically activated once approved by Facebook.

Optimizing tests: Users can make mid-test adjustments by increasing budgets for ad sets capturing more conversions, pausing poor-performing ads, or pausing an entire test that isn't working, according to the vendor. Scaling winning ads can be done by duplicating them into existing campaigns or reactivating them within Marpipe.

Evolving hypotheses: Based on test results, users can evolve their hypotheses and create new test ideas. The vendor suggests that testing variants of winning creative elements helps in deeper learning, while testing completely new templates and variants helps in wider learning, leading to better ad creative based on gained creative intelligence.