Test question
Which opening hook, built from a real customer quote, gets the most purchases per dollar for the Driftwood Sleep weighted eye mask ($38, free shipping on first order) on Meta?
Fixed and variable elements
- Variable (the only thing that changes): the hook, meaning the first line of the video and the first line of the primary text.
- Fixed in every cell: audience [SET: audience definition, the same for all cells], placements [SET: placements, the same for all cells], landing page https://driftwoodsleep.example/eye-mask, offer (free shipping on first order), price shown ($38), video length and format [SET: one format for all cells], body copy after the hook, and call to action button.
Cells and budget math
Rule: per cell daily budget = $300 / 4 cells = $75.00, with a $0 remainder. Per cell total = $75 x 14 days. Test total = sum of the per cell totals.
| Cell | Angle | Source quote | Daily | Days | Cell total |
|---|---|---|---|---|---|
| A | Blocks light | Quote 1 | $75 | 14 | $75 x 14 = $1,050 |
| B | Weight that helps you relax | Quote 2 | $75 | 14 | $75 x 14 = $1,050 |
| C | Travel | Quote 3 | $75 | 14 | $75 x 14 = $1,050 |
| D | No pressure on lashes | Quote 4 | $75 | 14 | $75 x 14 = $1,050 |
Test total = $1,050 + $1,050 + $1,050 + $1,050 = $4,200. Check: $300 x 14 days = $4,200, which matches.
Readout rule
Your threshold: no winner is called until every cell has at least 40 purchases. When all four cells reach 40, compare cost per purchase. If any cell is still under 40 after 14 days, the test is inconclusive for that cell; decide then whether to extend, which needs a budget approval. Do not stop early because one cell looks ahead.
Creative briefs
Cell A: Blocks light - Hook (first line only): "It blocks every bit of light from the streetlamp outside my window." - On screen text: "Real customer review" - Visual: a bedroom window with a streetlamp glow, then the mask going on and the frame going dark. - Caption after the hook: Driftwood Sleep weighted eye mask, $38. Free shipping on your first order. - CTA: Shop now, linking to https://driftwoodsleep.example/eye-mask - Source: survey quote 1
Cell B: Weight that helps you relax - Hook (first line only): "The weight feels like a hand on my forehead." - On screen text: "Real customer review" - Visual: close up of the mask resting on a forehead, slow pace. - Caption after the hook: Driftwood Sleep weighted eye mask, $38. Free shipping on your first order. - CTA: Shop now, linking to https://driftwoodsleep.example/eye-mask - Source: survey quote 2. The customer's words "I relax faster" are their experience. Keep them in quotation marks as a review, and do not turn them into a product claim about sleep or health.
Cell C: Travel - Hook (first line only): "I take it on every flight now." - On screen text: "Real customer review" - Visual: the mask packed in a carry on, then worn in a plane seat. - Caption after the hook: Driftwood Sleep weighted eye mask, $38. Free shipping on your first order. - CTA: Shop now, linking to https://driftwoodsleep.example/eye-mask - Source: survey quote 3
Cell D: No pressure on lashes - Hook (first line only): "Finally a mask that doesn't press on my eyelashes." - On screen text: "Real customer review" - Visual: side profile showing space between the mask and the eyelashes. - Caption after the hook: Driftwood Sleep weighted eye mask, $38. Free shipping on your first order. - CTA: Shop now, linking to https://driftwoodsleep.example/eye-mask - Source: survey quote 4
The caption line after the hook is the same in every cell on purpose, because only the hook may vary.
Setup notes
- In Meta Ads Manager, put the four hooks in one test so each cell has the same audience, placements, budget share and schedule. Separate ad sets at $75 per day each is one way to do it. Check Meta's current A/B test tool before choosing a setup, since the options change.
- Name ads by cell (for example "DS-hook-A-light") so results map back to this plan.
- No CPA, CTR or ROAS is predicted for any cell.
Needs your decision
- Fill in [SET: audience definition], [SET: placements] and [SET: one format for all cells].
- Approve the readout rule (40 purchases per cell) and the $4,200 test total before launch.
- Approve launch in the live ad account.
- Confirm survey respondents agreed to have their quotes used in ads.