7 Elements to Test in Your Digital Ads
Rahul Goenka
Maximizing ROI For Businesses Through My 10+ Years Of Marketing, Automation & Creative Experience
With that being said, I’m excited to share with you my list of the top seven items to test in your digital ad campaigns:
1. Ad headlines: The right headline really helps with click-through rates. You should come up with at least two—if not more—versions of your headlines to see which one better captures your audience’s attention. The target audience on most channels is different, too, so what works as a headline on LinkedIn might not work on Facebook, and so on. The take-away here? Test a few versions of a headline on each channel.
2. Ad copy: It is often difficult to fit your core message in your headlines, so your ad copy is the next best place where you can try and include some messaging. Don’t miss the opportunity to test the messaging here, too.
3. Creatives: Images, colors, and text all combine to make a great display creative. You can play with the colors and images to make your display ads stand out more.
4. Ad units: It is important to test the different ad units and sizes to see which one performs best for you. It is a best practice to start a campaign with as many units as possible and then based on the results, keep the best performing ones intact.
5. Time of day: Spend some time assessing what time of day during which your audience has the highest interaction with your social posts or searches for your keywords. This is important especially when you have limited budget to work with.
6. Days of the week: Depending on your business, certain days of the week might work better for you versus others. Again, knowing the days that you get most interest on your social posts or your Google search ads can be helpful so you can increase your budgets during those days and turn it off during the others. This will help maximize your budget and increase sales and conversions.
7. Call-to-actions: Testing your call-to-actions can be very powerful. Sometimes changing a simple “Download Now” button to “Submit” can increase your conversion rates by a few points, or changing the color of your download button can bring you more conversions, too. This is a simple thing to test, so don’t leave those additional conversions on the table.
These are just a handful of the elements that I always like to test; this is not a complete list. There is a lot more you can test. You can start with some of these and build on them as new ideas pop up.
Finally, I would just like to mention that testing is an ongoing process—there’s no end date, so don’t expect there to be! With that said, make sure you continue to add new tests into your campaigns. It is important to document the changes you make, analyze the results, implement those results, and then repeat the process again and again…and again.