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How can you test online ads effectively?

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Testing online ads is a crucial part of digital marketing, as it can help you optimize your campaigns, increase your conversions, and reduce your costs. But how can you test online ads effectively, without wasting time and money? In this article, we will share some tips and best practices on how to design, run, and analyze online ad tests, using different methods and tools.

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Hatef Talooei

CEO at HDMarketing Digital Agency / Google Ads Lecturer
Boris B.

15 Years Omni-Marketing Experience: From Social to Programmatic. I specialize in Brand Marketing, Business Growth, ABM,…
Blessings R. Mavugara (MSc) (CDMP)

Brand Strategy & Digital Marketing Leader| E-commerce Strategist | Driving Growth and Engagement through Innovative…

1 Define your goals and metrics

Before you start testing online ads, you need to have a clear idea of what you want to achieve and how you will measure it. Depending on your campaign objectives, you may want to test different aspects of your ads, such as headlines, images, copy, keywords, targeting, or landing pages. You also need to define the key performance indicators (KPIs) that will show you how well your ads are performing, such as click-through rate (CTR), cost per click (CPC), conversion rate, or return on ad spend (ROAS). Having specific and measurable goals and metrics will help you design your tests and evaluate your results.

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Boris B.

15 Years Omni-Marketing Experience: From Social to Programmatic. I specialize in Brand Marketing, Business Growth, ABM, Direct, Programmatic, Publisher Monetization, Ad Operations, SMM, E-Commerce, and SEO.
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Define your goals and metrics - what are you trying to achieve with your ads? Sales? Traffic to your site? Sign-ups? Views? Something else? Before you run any ad campaign, you should have clear goals and an understanding of how you are going to measure results, otherwise, you are going to waste your budget.

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Blessings R. Mavugara (MSc) (CDMP)

Brand Strategy & Digital Marketing Leader| E-commerce Strategist | Driving Growth and Engagement through Innovative Strategies is my passion
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I concur, defining your WHY and agreeing on targets before a campaign is set up is crucial .Once set you the targets define WHAT metrics you are measuring and by WHEN at WHAT cost. Achieving the set goals is one thing but one has to keep in mind return on investment and set target cost per result to ensure optimum ROI.

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Warren Cottis

Publisher of Switched On Sailing Magazine | Empowering Adventure Seekers, Like-Minded Brands & Aspiring Indie Magazine Publishers | Investor
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I suggest before any of this... you pause... step back and reconsider how good your Offer is. If your offer is poor then no amount of copywriting or metrics will save the day.

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2 Choose a testing method

There are different methods for testing online ads, but the most common ones are A/B testing and multivariate testing. A/B testing is when you compare two versions of an ad element, such as a headline or an image, and see which one performs better. Multivariate testing is when you compare multiple combinations of ad elements, such as headline, image, and copy, and see which one performs best. A/B testing is simpler and faster, but multivariate testing can help you find the optimal mix of ad elements. You can use tools like Google Ads, Facebook Ads, or Optimizely to run your tests and track your results.

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Hatef Talooei

CEO at HDMarketing Digital Agency / Google Ads Lecturer
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A/B testing is a good method but in some cases like Google ads (text model) responsive ads will do the best for you and you can change the weak assets with other things, Because of variaty of headlines and descriptions you add to an ad you can test it with A/B test actually. In the assets report you can find good performing combinations and change the others.

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3 Set up your test parameters

Once you have chosen a testing method, you need to set up your test parameters, such as sample size, duration, and statistical significance. Sample size is the number of impressions or clicks that each ad variation will receive. Duration is the time period that your test will run for. Statistical significance is the level of confidence that your results are not due to chance. You can use online calculators or formulas to determine these parameters, based on your goals and metrics. You also need to make sure that your test is fair and valid, by controlling for external factors, such as seasonality, audience behavior, or competition.

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4 Analyze and apply your results

After your test is over, you need to analyze your results and apply them to your campaigns. You can use tools like Google Analytics, Facebook Analytics, or Excel to compare your ad variations and see which one performed better according to your KPIs. You can also use tools like Visual Website Optimizer or Crazy Egg to see how your ads affect your landing page performance and user behavior. You should look for patterns, insights, and learnings that can help you improve your ads and increase your conversions. You should also document your results and share them with your team or clients.

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5 Keep testing and optimizing

Testing online ads is not a one-time activity, but a continuous process of improvement. You should always keep testing and optimizing your ads, by trying new variations, testing different elements, and exploring new opportunities. You should also monitor your ad performance and track your changes, to see how they affect your results. Testing online ads can help you discover what works best for your audience, your offer, and your goals, and help you achieve better outcomes for your digital marketing campaigns.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you test online ads effectively?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose a testing method

3 Set up your test parameters

4 Analyze and apply your results

5 Keep testing and optimizing

6 Here’s what else to consider

Digital Marketing

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How can you test online ads effectively?

1

2

3

4

5

6

1 Define your goals and metrics

2 Choose a testing method

3 Set up your test parameters

4 Analyze and apply your results

5 Keep testing and optimizing

6 Here’s what else to consider

Digital Marketing

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