Testing Your Creative: Small Changes with Big Effects
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The document outlines a webinar on ad testing by Carrie Albright, covering key aspects such as setting up ad tests, determining success metrics, and showcasing real ad test results. It emphasizes the significance of testing for improved customer understanding, increased account health, and enhanced messaging across various channels. Additionally, it provides a step-by-step approach for designing and executing effective ad tests with numerous examples and recommendations.
Testing Your Creative: Small Changes with Big Effects
- 1. Tes$ng Your Crea$ve: Small Changes with Big Effects By Carrie Albright Join us on Twi6er at #Mozinar Ques;ons or problems? Email community@moz.com
- 2. Agenda q Introduction to ad testing q Setting up an ad test, including 23 test ideas q Preparing for your ad test q Create your ads q Determining success – The Metric You Choose q The Good Stuff - 10 real tests & results we’ve seen q Timeline review
- 3. Introduction to ad testing
- 4. Why test? FEATURES BENEFITS CALL TO ACTION FREE SHIPPING SAVES MONEY QUALIFY FOR FREE SHIPPING NEW ARRIVALS MOST UP-TO-DATE STYLES FIND THE LATEST TRENDS PROMO CODE GUARANTEED DEAL SAVE TODAY 1) To learn what matters to our customers
- 5. Why test? 2) Increased traffic/reach Emotional Appeal Site Content Existing Traffic
- 6. Why test? 3) Account health matters. Ad testing Higher CTR & Relevance Higher Quality Score Lower CPCs Improved Average Position
- 7. Why test? 3) Account health matters.
- 8. Why test? 4) Improve messaging across all channels Display Buys Email Marke;ng Search Engine Op;miza;on Direct Mail Social Media Television & Video Paid Search
- 9. Setting Up
- 10. Setting Up q Test subjects q Test audience q Test timeline
- 12. Segmentation is your friend Campaign segmentation Device segmentation Mobile landing page Mobile-specific messaging For the love of DATA
- 13. Promotions & Seasonality Killer ads or seasonal trends? Major breaks in data and messaging
- 14. What to test? FULL PAGE IMAGE So. Many. Choices.
- 15. What to test? 1-4 Features Free Shipping! Benefit Risk-Free Trial NEW promotion Now In 3 Convenient Order Options Question Ready To Publish Your Book?
- 16. What to test? 5-8 Personas Audience Age, Family Status, Affluence, Profession Pragmatic Learn Basic Programming In Our 12wk Online Course. Emotional Worry, Pride, Concern, Celebratory
- 17. What to test? 9-11 Testimonials Read Client Testimonials Product or Service Price Business Loans from $2k-$50k Location Nursing School in Boston
- 18. What to test? 12-15 E-Comm Ad Customizers Over 254 Styles Available Deadline or Urgency Sale Ends Soon Lead Gen Ad Customizers Only 3 Seats Left- Book Now! Competitor Messaging They say / We say
- 19. What to test? 16-19 Punctuation 100% Guaranteed! Display URL www.Moz.com/Webinar vs www.Moz.com Promotional Details Enter code SAVNW at Checkout Extended Headline
- 20. What to test? 20-23 Title Case vs Sentence case Ownership Symbols Message Placement REI® vs REI
- 22. Equal rotation Bing Ad group level setting Google Campaign level setting
- 24. Device Segmentation This is a mobile world. Get with it.
- 27. Create your ads 1. Create ads in your format of choice.
- 28. Diagram your test TIER 1 ROUND 1
- 31. “Is my goal to…?” Maintain ad health while generating leads Increase lead volume Increase sales volume Increase other metric, such as onsite chats or searches Increase site traffic Generate cost efficient sales Get the greatest profit from top messaging Find the best landing page experience for your visitors Click Through Rate Conversion Rate Conversion Rate Impression until conversion ROAS Click Through Rate Profit per Click Trick Question!
- 32. Concluding a test q Volume q Limited Time Frame q Statistical Significance
- 33. Conclude by significance Example resources: http://abtester.com/calculator/ http://drpete.co/split-test-calculator
- 34. Selling it CRO Test 16.1% increased Conv Rate Ad Testing 3.05X Increase in CTR 10.4% Increase in Conv Rate
- 35. The Good Stuff Lightning Round Ad Test Results
- 36. Test 1 – Enrollment Countdown Industry - Education
- 37. Test 2 – Trademark in copy Industry : Health Supplements
- 38. Test 3 – Call to Action Placement Click Through Rate Δ = 32.76% for Test Control D1 Feature / D2 CTA vs. Test D1 CTA / D2 Feature Industry: Resort
- 39. Test 4 – Display URL Program Location in Display URL Product in Display URL Final Impression until Conversion: 1816 Final Impression until Conversion: 2494 Winner: Location URL, with 27% decrease in IUC. Industry: Technological
- 40. Test 5 – Mobile Messaging Industry : E-commerce q Low conversion rate on mobile devices q High inter-device correlation Control ad: Shop ___ Styles On Your Phone in Description Line 1. Test ad: Free Shipping in Description line 1. 16.31% greater CTR!
- 41. Test 6 – Experience vs Credibility Industry : Travel Control Ad – Tour experience Test Ad – Customers’ Reviews CTR: 1.50% CTR: 1.26%
- 42. Test 7 – Promotional Details Control Results CTR: 41.47% Conv Rate: 1.80% Industry : E-commerce Test Results CTR: 41.32% Conv Rate: 1.98% Promotional headline Keyword-based promo description Enter PROMOCODE at Checkout Promotional headline Keyword-based promo description Free Shipping On Items Over $$$.
- 43. Test 8 - Free Offer vs Branded Message Ad A: Get A Free Guide Ad B: “… A Division of ___ Publishing House.” Industry: Self-Publishing
- 44. Test 9 – Ad Customizers Industry: E-commerce Holidays
- 45. Test 10 – Second stage testing Test 1: Control Message vs “In Just 2 Days” Test 2: “In Just 2 Days” vs “In Just 48 Hours” Industry: Financial Services
- 46. Timeline Choose the Test Subject. Identify your metric Identify your data threshold Design your test! Tip: Start general, then specify. Create and proof your ads. Run ad test! Get a snack. Gather results. Report on results. Next round!
- 47. Email: carrie.albright@hanapinmarke$ng.com Twi@er: @albright_c Website: h@p://www.hanapinmarke$ng.com Find this recorded #Mozinar and slide deck at h@p://moz.com/webinars very soon!