flash series: getting started with a/b ad testing
TRANSCRIPT
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FLASH SERIES
Getting Started With A/B Ad Testing
HOSTED BY:
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Presenter
• Lauren Rosner– Sr. Production Specialist
@lkrosner
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What can you test in ad copy?
Headlines
DKIDescription lines
Calls to action
Display URLsQuestion or phrase
Direct or passive
Sentence or title case
Emotional appeal
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Getting Started
•Define your testing groups–Account-wide–Ad Groups–Campaigns
•Verify your groups make sense–Think about time and audience
•Select your metric–CTR, IUC, Revenue per Impression
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What question do you want to answer?
Client: Drug and Alcohol Rehabilitation Center
Current copy: Do You Need To Go To Rehab? Get The Help You Need Now. Call Today
Question I wanted answered: What if we talk to a different audience? What happens to click through rate?
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What question do you want to answer?
Client: Drug and Alcohol Rehabilitation Center
Current copy: Do You Need To Go To Rehab? Get The Help You Need Now. Call Today
Question I wanted answered: What if we talk to a different audience? What happens to click through rate?
Test copy: Is Someone You Know In Need Of Rehab? Get Them Help. Call Now.
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What question do you want to answer?
Results: Control 1.84% CTRTest: 2.23% CTR99% Statistically Significant
Client: Drug and Alcohol Rehabilitation Center
Current copy: Do You Need To Go To Rehab? Get The Help You Need Now. Call Today
Question I wanted answered: What if we talk to a different audience? What happens to click through rate?
Test copy: Is Someone You Know In Need Of Rehab? Get Them Help. Call Now.
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Moving through an a/b testing cycle
Description Lines A vs Description Lines B
Winning Description Lines with Headline A
vs Winning Description Lines with Headline BTitle
Case vs
Sentence Case
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Looking at pre and post testing metrics
Client: Travel agencyTest: Experience-based messaging versus Credibility-based messagingCTR Prior to test: 1.28%CTR at conclusion of test: 1.56%
22% increase in CTR
Client: Supplement E-comm ClientTest: Sentence Case vs. Title CaseCTR Prior to test: 2.84%CTR at conclusion of test: 3.38%
19% increase in CTR
