Setting up your advertising for the most conversion through paid social strategy and A/B testing your ads.
Advertising has adapted as the technology and data available has evolved. No longer is one ad-set, perfect at the beginning.
Today, we use real-time data and advanced data collection to enhance, test, and compare our ad options.
Allowing for the long-term investment in successful ads to be more data-driven and analytical rather than best off emotion.
A/B testing is the ability to compare two variants of ads and post-click experiences, this allows for two things to be directly, statistically, compares to each other.
Then, after running the A/B test a successor based on the selected conversion goal will be presented, this will be the best matching variant for your ad's audience.
“A mistake that some companies make is to start moving a bunch of levers around without clear planning upfront for what they're trying to optimize—and what will be impacted by those changes.” ― Dan Siroker, A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
When running a test, it's critical to understand that you need to hold all other variable consistent, meaning, when you test multiple parts at the same time (in this example, video and copy) you won't be able to truly run an A/B test since they're now two completely different variants.
In this order of important:
Audience - testing who you're displaying the ad to, their geographic location, and beyond.
Graphics - what visual content you're displaying to the ad viewer.
Copy - what text the ad viewer is reading.
Finding out what cohort of people are most responsive to the ad will be key in constructing your best preforming ads. No matter how many copy changes you make the most influential piece will be those who are perceiving it and their level of interest in your offering.
This is why audience testing is the highest rung on the A/B testing funnel since it's a pillar for campaign success.
“If you want to increase your success rate, double your failure rate. Thomas J. Watson, Former Chairman and CEO of IBM” ― Dan Siroker, A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
A/B testing is not a one-off, continue to test-and-test, beginning first with audience working into graphics and solidifying with copy. This will produce a well-oiled, proven high-preforming ad set.
When testing your initial, budget optimization slows the ability to run good testing since it doesn't yet know who to target.
What to test is different in each part of the funnel.
You can tell what part of an ad is broken by reviewing this;
Use your test results to influence your brand copy, not just ads.
Make sure your tracking pixel is installed, even if you're not running ads.
Understanding how you can best connect with customers can be done by analyzing the winning copy and what it's overall message is.
Understand your KPI and how they can be measured for testing - without these the data of these tests won't be relevant to your business goals.
A/B testing's focus is improving your bottom-line and outcome. Make sure your looking deeper than just the ad's click-rate and into the test's overall on-site conversion rate.
Always review what copy is winning and question why. Also, ask yourself if the post-click copy backs that or is different.
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