Tip from the Pilothouse team: 70:20:10 Rule
When planning out your performance creative, you’ll want to follow the 70:20:10 rule:
✅ 70% of your creative should be iterations of winning content.
✅ 20% of your creative should be expanding on smaller scale tests that showed promise, but may not have met the mark quite yet.
✅ 10% of your creative should focus on brand new ideas. Think outside the box. Something that will really catch people’s attention.