When it comes to your digital paid advertising campaigns, are you testing your ads against one another for optimal performance? Split testing your ads can offer insight on how to maximize ROI and how your target audience will respond to future ads. If you consider that every ad has a unique combination of headlines, body text, value propositions, and images, there are endless possibilities for testing and learning about your target audience.
Whenever you perform a split test, you are giving yourself an advantage over competitors as well. You can note messaging that really works or make tweaks to ads that don’t resonate with customers. Before going in deeper, there are a few metrics you’ll need to pay attention to when split testing:
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per conversion or cost per lead
- Conversion rate
- Return on advertising spend (ROAS)
By looking at these metrics specifically, you can compare the performance of individual ads, ad groups, or entire campaigns. Here are some of the ways that you can get more value out of your online advertising through split testing:
Test Different Images
While there isn’t exactly a right or wrong way to go about a split test, testing your visual assets is the main way that advertisers set up an A/B test. However, one of the best ways to truly test the effectiveness of an image is to use the same image with multiple ads and simply change the messaging within the ad.
Split testing can be expensive and time-consuming if you are constantly designing new images. This is why designing one to three beautiful ad assets can serve your budget better. Image testing is also about trial and error. When you spot an image with a high conversion rate, it may not always be the most vibrant or professional looking, but it simply resonates better with your audience.
You can note when audiences like certain models or scenery in an image, or perhaps they respond to a certain color. They could even be more particular to a certain gender or seasonal tone, such as a happy holidays message for a December promotion.
Write Multiple Headlines
Changing up ad copy is an important part of split testing. Platforms like Facebook and Google allow you to create multiple variations of the same ad to test against one another. Within Google Ads, you can rotate different headlines and ad copy to see which combinations perform best with your audiences.
With at least two headlines and descriptions, you can test different sentiments and messaging to see what response you get. If you notice a higher CTR for certain ads with the word “now” in your headline, you know that you need to create more urgency with your messaging in other ads targeting the same audience.
Change Up Your Body Text
Did you know that adding a customer testimonial to your ad text is an indicator of trust? This can be a valuable way to see more conversions, particularly if you are a new brand or testing ads within a new market. If your body text is off and your ad isn’t converting, you could be focusing too much on product features rather than what the user wants, which is an answer to their problem. You can test out messages identifying different user benefits to see which ones resonate with your audience.
It’s important to note that most people online make purchase decisions based on their emotions. They will then rationalize with logic on why they need something, typically because it solves a problem. If you use your body text to subtly describe different uses and solutions using clever messaging, you’ll learn more about your audience and engage with them on another level.
Another tip to remember when split testing body text is that these benefits should be specific to your niche. Otherwise, it can be too generic for your audience.
Create Different Landing Pages
Yes, it is a lot of work to create multiple landing pages, but what if you have high impressions and clicks with a poor CTR and low conversion rate? It’s probably a landing page issue. You won’t be able to see landing page issues at first, which is why it’s so important to consider at least two landing page options when starting a PPC campaign.
Within some platforms, you can test different forms natively in the ad manager. For example, Facebook allows you to set up tests with “A” having a landing page and “B” using the lead form or an in-app store link (depending on whether you are running lead generation or transactional campaigns). This makes it easy to see what kind of experience your customers are looking for and are most comfortable with.
Always Consider Mobile Users
In many cases, online buyers are looking to make purchase decisions quickly on their mobile phones. If you have a landing page with a poor mobile experience, you likely won’t be able to make a sale due to friction points. You can change up your landing pages to identify these friction points such as a form that is too long or a landing page with a better call-to-action button.
One thing to remember with landing page testing is that you should only test one variable at a time. For example, if you’re going to test call-to-action buttons, then you should only change the CTA text on your “A” and “B” pages.
Overall, split testing your digital marketing ads will add value and insight to your campaigns that you would otherwise not have. You will ultimately learn more about your audience by seeing what works best and which ads they are responding to the most. To learn more about split testing or how Levy Online can implement helpful strategies when it comes to your paid online advertising, contact our team today!