Tight budgets and stiff competition don’t leave much room for mistakes. Those are probably the greatest reasons why AD testing is so important. It takes away some of the uncertainty and allows an advertising campaign to be more rifled and less of a scatter gun affair. Optimal outcomes happens when the testing shows there is one particular ad that really sells and causes major profits to be generated. That is something any advertising manager wants to have happen. The concept of testing is pretty straightforward. You can have several ads running simultaneously and check the results to see which one is the best. That essentially is what Ad testing is all about.
2. Tight budgets and stiff competition don’t leave much
room for mistakes. Those are probably the greatest
reasons why AD testing is so important.
It takes away some of the uncertainty and allows an
advertising campaign to be more rifled and less of a
scatter gun affair.
Optimal outcomes happens when the testing shows there
is one particular ad that really sells and causes major
profits to be generated.
3. That is something any advertising manager wants to
have happen. The concept of testing is pretty
straightforward.
You can have several ads running simultaneously and
check the results to see which one is the best. That
essentially is what Ad testing is all about.
The hard part is what the real world can throw at you.
Things change on a routine basis and the ads have to
respond to that.
4. There’s also the fundamental activities involved which
includes composing copy, deciding what ads are going to
be in the test, organizing the actual test in a set scheme,
and then taking a look at what the results are.
Anyone who is done testing knows that there are a lot of
statistical phrases and probability terms tossed around.
The methodology is intended to show that sheer luck did
not cause different figures:
There was a degree of probability and statistical
significance in the bargain.
5. The metrics used are going to be extremely important.
The tests are not going to be of any value if the wrong
metrics are being watched by those conducting the tests.
There are several metrics that are going to be very
important and these are going to be very useful it comes
time for evaluation results.
7. This is an advertising term that is heard so often in
relationship to Click Through Rate that sometimes people
may think that both are one and the same. They aren’t.
Conversion Rate concentrates on the number of clicks
that lead to conversion. This is an indicator of traffic
moving through PPC. It is centred on the number of
users who click the ad and make a decision to execute a
purchase transaction.
8. Those ads that bring in a heavy volume of the designated
traffic are the ones to be evaluated and measured in the
testing sequence.
The Conversion Rate is a pretty straightforward metric to
use, but using additional metrics can help firm up the
evaluation and produce more meaningful information.
10. It is a fairly easy metric to review and evaluation simply
follows the C/I equation (clicks divided by impressions).
It has importance as far as determining the potential
leads who may be interested in what the ad is attempting
to sell.
It is also a fairly limited evaluation tool because it doesn’t
take into consideration any actions completed or
conversions that have been made.
11. That is critical since the results of the clicks are what
have to be centre stage.
Because of this, the result of the Click Through Rate
assessment should also have a Conversion Rate variable
as part of the overall evaluation.
13. This is a measure of how many impressions occur until
conversion is successfully achieved.
An easy equation to help remember this is I/C
(impressions divided by conversions).
Excel spreadsheet calculations can be used to massage
the statistics and look at the results.
14. It can help better understand which ads are creating
interest and if clicks are the result, as well as if sales or
leads are coming in from the ad.
Another utility for this metric is that it’s a tiebreaker for the
other two metrics. Ads that have nearly identical
Conversion Rates or Click Through Rates can create a
very difficult choice. Impression Until Conversion can
help in reaching the final decision.
16. Any researcher will tell you that there has to be
something to keep data valid and reduce the risk of
contamination.
A good control for statistical reliability is an investigation
of the ad rotation settings. Those have to be in good
order or else it can cause some drastic variations that will
compromise the statistics.
Frequency of ads in the test ought to be the same and
actually should be run at the same time.
17. The reason for that is that using different months or
weeks does not take into consideration the same
conditions the market is creating. The real world can
throw some major curveballs as it is constantly changing.
Ad testing is a critical part of any successful campaign.
The above metrics are good indicators of success levels
but controls for accuracy and solid test methodology
have to be ready ahead of time. This will require a fair
amount of planning, but the resulting information is going
to make that certainly worthwhile.