How To Do Ad Creative Testing In Adobe By Maria Corcoran

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SMX Advanced 2014 Session #SMX #12B - Next-Gen Ad Creative & Testing Techniques - How To Do Ad Creative Testing In Adobe By Maria Corcoran @Mariacorcoran Of Adobe Systems

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How To Do Ad Creative Testing In Adobe By Maria Corcoran

  1. 1. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Maria Corcoran – WW Search Marketing Program Manager @MariaCorcoran How To Do Ad Creative Testing in Adobe
  2. 2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Takeaways Define Framework Deliberately Test & Iterate Utilize Multiple KPIs
  3. 3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Merging Creative with Technical Marketing Is Math Marketing is Creativity
  4. 4. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  5. 5. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe’s Testing Cycle Define Elements Establish Hypothesis Build Variations Validate Measurement Confirm Significance Adapt Iterations Core ad copy vs extensions Cost/benefit analysis Requirements CTR, CVR Revenue in short term Tracking Scheduling around events
  6. 6. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Time to Adapt Plan for Failure Don’t be married to a plan Know your KPI’s Set Expectations
  7. 7. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Break the test into manageable pieces Header Value Proposition CTA URL
  8. 8. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Use Case: January Creative Cloud (CC) Release 8 • Objective – Find the top message and landing page combinations to maximize product downloads. • Scope – North America only • Test elements • Up-funnel MESSAGE, CTA, & DESTINATION test • Keywords – Photoshop, Adobe Illustrator, & In Design branded searches showing no intent (core brand) • MESSAGES to test – Feature vs Benefit vs Ease of getting started vs top performer (baseline) • KPI = CTR • CTA’s to test – Get started vs try vs top performer (baseline) • KPI = CTR • DESTINATIONS to test – Point Product vs Download vs Creative Cloud Learn • KPI = Trial Download Attempt CVR • Hypothesis – Feature + Try + Download will win due to release buzz and shortest conversion path, however paid subs will drop in the short-term.
  9. 9. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Feature (2 variations) New Photoshop CC Update Change the viewpoint of a photo after it's been shot. Get started! www.adobe.com/PhotoshopCC Benefit New Photoshop CC Update More freedom, speed & power to make incredible images real. Get started! www.adobe.com/PhotoshopCC Easy to get started New Photoshop CC Update Easier than ever to get the latest Features of Photoshop. Get started! www.adobe.com/PhotoshopCC Control January Release Test Plan 9 New Photoshop CC Update Change the viewpoint of a photo after it's been shot. Get started! www.adobe.com/PhotoshopCC New Photoshop CC Update Change the viewpoint of a photo after it's been shot. Try it! www.adobe.com/PhotoshopCC Value Prop Winner Control Iteration 3 - DestinationIteration 2 - CTAIteration 1 – Value Prop Value Prop Winner
  10. 10. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. New Photoshop CC Update New photo editing features that work like magic. Get started! www.adobe.com/Photoshop New Photoshop CC Update New photo editing features that work like magic. Try it! www.adobe.com/Photoshop 10 Control Iteration 2 - CTA January Release Test Results Feature (2 variations) New Photoshop CC Update New 3D printing to bring your 3D Designs into reality. Get started! www.adobe.com/Photoshop Benefit New Photoshop CC Update New photo editing features that work like magic. Get started! www.adobe.com/Photoshop Easy to get started New Photoshop CC Update Easier than ever to get the newest Photoshop features. Get started! www.adobe.com/Photoshop Control Iteration 3 - DestinationIteration 1 – Value Prop
  11. 11. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Know Your KPI’s Revenue Per Impression Click Through Rate Bounce Rate Conversion Rate Impressions Clicks Engagement Conversion
  12. 12. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Takeaways Define Framework Deliberately Test & Iterate Utilize Multiple KPIs
  13. 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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