Ad testing can lead to huge increases in conversion rates. I don’t care if it is text based search ads, rich display and banner ads or video ads – all benefit site-side from advanced testing techniques done on the ads leading to these landings.
We know marketing messages have a tremendous influence to persuade action. This effect is magnified the more relevant the ad is with present or emerging goals and intentions. Yet testing and optimization of ads does not get the respect or attention it deserves.
Current display is testing is stuck in the dark ages. Most search ad testing focuses more on CTR than conversion. In both channels creative is not tested as strategically as it should be considering the large amounts of spend and the impact that optimized ad creative can have to a campaign’s ROI.
• How many ad tests that your agency or business is running are validating segments?
• Are you using multivariate arrays for testing performance?
• Can you track campaign performance experience in a holistic and transparent way?
If the answer to any of these questions is no (or don’t know) than be prepared for a competitor to eat your ad ROI lunch over the next 6-12 months. Ad testing is just scratching the surface. In search we’re getting into advanced testing on match types and targeting (I’ll talk about testing display in an upcoming future post).
I’m at SES San Jose this week evangelizing and presenting case studies on testing and targeting at three sessions – Ads in a Quality Score World, Ad Testing Research & Findings and Personalization, User Data & Search. I hope to have these posted here by the end of the week. In the meantime Offermatica will have booth on the expo floor so stop by and say hello if you are at SES.