So, you want to understand what A/B split testing really means?
This beloved test is something that marketers hold near and dear to their hearts, and aims to determine what resonates best with a target audience. And while classic A/B testing (i.e. testing ad copy A against ad copy B) can really be applied to any type of marketing tactic – social posts, direct mail, email titles, etc. – we will keep this conversation to the digital advertising space, and help break through some of the noise floating around the topic.
Here are a few basic insights to keep in mind when conducting split testing on your digital ads:
Test One Thing At A Time
To conduct a true split test, be sure you are only testing one thing at a time. If you place a call-to-action button on an ad about half-price drinks and test it against an ad without a call-to-action button on an ad highlighting Trivia Tuesday, it will be difficult to decipher if the topic, or the call-to-action button resonated with the audience. In short – make your test black and white.
Gather Enough Data
Be sure to allow your test to run long enough to provide enough data to make your inferences, and to properly optimize your campaigns. If your test did not run long enough to even make it through 1-2 half-price drink nights or Trivia Tuesdays, how can you properly assess the data and ROI of your ads? Remember, the beginning stages of any digital advertising campaign are meant for research and testing.
Continue to Test
The market is always changing and adapting. With every platform update or company change comes new marketing shifts. As advertisers, we are always looking for new ways to reach our target audience, so continue to test various variables in your campaigns. Life in advertising is often one big perpetual A/B split test, as you search for new ways to break through the market.
Give Your A/B Test Context
If you see that your ads are not aligning with your goals, go back to the drawing board and conduct the test again. Consider if something was going on at that point in time that would have an affect on your results. Was the weather particularly good that day? Was there a major sporting event? Give context to your initial data.
If you would like help reaching your target audience, email Lindsey Groepper for more information.