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Dan Pantelo

Marpipe 1.0 - The first multivariate testing platform for ad creative

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Testing your ad creative is the most important thing for performance, but actually doing it sucks. Marpipe automates the entire process.
From startups to enterprises, use your assets to build/launch/analyze perfect multivariate tests & discover ads that win.

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wata. hia
How would i connect all these to ad account?
Dan Pantelo
Maker
@wata_hia Super simple! Once you make an account, go to Settings and click 'Connect Facebook.' From there, all the ad accounts, pages, and IG accounts you have access to will be able to be used for launching your creative tests
Pierce Porterfield
Maker
@wata_hia Great question! Once you connect Facebook to Marpipe, you are able to create separate accounts for each brand you manage. Each account can then be linked to it's respective FB ad account, page, and instagram for launching!
wata. hia
@danpantelo that sounds easy!!
wata. hia
@pierce_engineer How would the launching process be like?
Pierce Porterfield
Maker
@wata_hia It's really easy, all in all it only takes about ten minutes to get hundreds of ads live in Facebook Ads Manager. This video shows the whole process:
Shani Majer
Looks very cool. How is this different than responsive ad campaigns?
Pierce Porterfield
Maker
@shani_majer Thanks Shani! Good question - Marpipe does not try to auto-optimize your campaigns. Instead it provides you with the tools to build, launch, and analyze creative tests at a much larger scale than what has previously been attainable. When you create an experiment in Marpipe you may end up with potentially hundreds of creative variants. Each creative variant is incrementally different from the next. Once you automatically launch the experiment from the platform, you start to collect data on each isolated component (the benefit of MVT experimental design). Not only is it easier to find winners when you cast a wider net - but you also collect valuable insight that build upon itself.
Shani Majer
@pierce_engineer Thank you for the in-depth response. Very interesting stuff and curious to learn more!
Dan Pantelo
Maker
@pierce_engineer @shani_majer I'd be eager to demo you whenever you're ready to check it out!
Shani Majer
Dan Pantelo
Maker
@pierce_engineer @shani_majer awesome just ping me and let me know when you're free to jump on a demo :)
Dan Pantelo
Maker
Hunters, I’ll be honest with you - we had an awesome creative team but no idea what we were doing when making ads. We kinda just made stuff that looked cool, and if everyone else agreed it looked good we would launch it. 🤷‍♂️ Sound familiar? Thing is, creative is (by far) the most important element to ad success. Statistically, most ads we launch don't work well. So why are we still totally shooting in the dark with NO efficient processes? Why does it feel like data science/automation has benefited every part of the marketing process EXCEPT for creative? Marpipe is 2 years in the making. We originally built it to solve our own problem as an agency, but after showing it to folks at Adobe, MediaMath, and others, we raised enough money to spend the past year building it so we can deliver it to you as a simple freemium platform (right in time for Q4!!); ✅ Using just a few creative assets, build hundreds of creatives in a multivariate grid. ✅ Launch them all to your desired level of spend (works for small OR big spenders). ✅ Find positive-outlier ads to scale. 🎉 Discover WHY your ads work at the asset-level so you can build better creative in the future. 🎉 Never make creative guesses again & stop getting crushed by creative fatigue Now trusted by creatives & marketers at companies like Segment, Tubi, and Mars, we hope you’ll take it for a spin as well and let us know what you think. Happy testing!
Phat Le
Dan Pantelo
Maker
@phattanle thanks Phat!
Andrew Gluck
Ability to create many different variants and launch them easily
Dan Pantelo
Maker
@irrvrntvc Good TL;DR!
Pascal Wagner
@irrvrntvc Love this description
Dan Pantelo
Maker
@irrvrntvc @pascal_wagner same!! Could've just made that the first comment and save everyone some reading time lol.
Bgf419
I've watched this video like 14 times on repeat, absolute fire 🔥 Quick question: is there a list of use cases for multivariate testing?
Pierce Porterfield
Maker
@brett_friedman1 Good question - Multivariate testing is useful for anybody who is spending money to run ads. It allows you to uncover insights in much higher resolution compared to A/B testing. Many of our customers use multivariate methodology to open up Facebook and Instagram as viable channel. Others use MVT as a focus group - figuring out how consumers will respond to different messages, positioning, and visualizations.
Bgf419
@pierce_engineer ohh so can I do audience testing with this? like run product-market fit tests basically?
Pierce Porterfield
Maker
@brett_friedman1 Yes, when you're launching your experiment you can choose to target multiple of your saved audiences. Once you start collecting data our analytics will show you how different audiences react to the various elements of your experiment. We usually see big differences in audience preference!
Bgf419
@pierce_engineer this is actually dope. hyped to get that sweet data; thanks for all the answers btw
Dan Pantelo
Maker
@pierce_engineer @brett_friedman1 let us know if you want to walk through a demo with us!
Andrew Gluck
How do you ensure statistical significance for these creative tests? Don't you need that to figure out winners?
Dan Pantelo
Maker
@andrew_gluck1 Good question! The amount you should spend on a test to get significant results depends on two factors: the # of ads in your test, and existing average cost for your KPI (or, Cost Per Result). Based on hundreds of tests that we've seen over time, we recommend that you spend 75% of your average CPR per ad. SO, Example: Your average CPR is $10 in your ad account. We recommend you spend $7.50 per ad in an experiment. So you can run 100 ads for just $750. We've seen time and again that this is enough spend to accumulate more than enough results to yield clear performance outliers and make decisions that'll hold at scale. That being said, I've also seen that most marketers have their own way of thinking about what they consider 'significant' or 'enough data', and a lot of folks will make decisions well before stat sig is achieved in any sense, which is why we allow you to pre-set your own spend when launching experiments (in case you don't want to follow our reccs)!
Olivia Wu
Congrats on the launch. Looks incredible!
Dan Pantelo
Maker
@wuwu7546 Thanks Yu
James Goldman
I haven't seen anything like this! It seems like the data you gather will be super powerful. But rendering so many ads sounds hard, is there a limit to how many of these "variants" you can create? I imagine even rendering a few hundred could take several minutes if this is all browser based. Regardless, congrats, and I'm still going to try it out.
Pierce Porterfield
Maker
@james_goldman Thanks James, we haven't seen anything like this either! We actually allow up to 1500 creative variants to be rendered for any given experiment. Even when maxing out your creative variants limit our rendering process will only take 1-2 minutes max. It's pretty overpowered if I'm being honest :P
James Goldman
@pierce_engineer that sounds awesome! I played around with it and it is even snappier than you described, don't sell yourself short!
Kendrick Nguyen
Marpipe to a marketing team is like Gatorade to the Florida Gators. Love!
Pierce Porterfield
Maker
@kendrick_nguyen Haha I have yet to hear that one but yes essentially!
Dean Shapero
Love the product, we're about to use it for one of our campaign launches. Keep crushing it!
Dan Pantelo
Maker
@dean_shapero Incredible! Thanks Dean - so excited for you guys to discover those winning ads for Loginhood. Ping me if you have any questions along the way.
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