Technology

Basics of Ad Testing

This article was written by Ted Dhanik

Every web marketing guru with a blog will tell you that testing is extremely important for e-Commerce, but rarely will you see a detailed list of what to test for. Here are some ideas on how to begin your testing and gather data effectively.

Testing to Discover

When you’re testing with the purpose of discovery, the goal is to pinpoint what works with your ads. Eliminate or add elements to your display advertising one by one until you land on that magic formula for conversions.

Ideas to consider include:

• Keyword – Can you see the keyword in either the banner advertising or the landing page?
• Branding – Can you leverage a brand name to get some recognition for your ad?
• Action Words – Not just the call to action. Are you being direct with your customers and telling them what they want to hear?

These thoughts are only the beginning. Colors and images can have an equal impact and are often overlooked by newbies.

Testing to Improve

When you are testing to improve, you have identified what worked and want to scale your campaign. Here, you must dig deeper than the surface to look for methods to improve. Ideas include:

• Cost – Can you purchase traffic from another network at a reduced cost?
• Quality – Will paying more for your traffic increase the quality?
• Targeting – Can you adjust your targeting to include or exclude visitors, and show your campaigns to the most relevant possible audience?

Don’t let your campaigns go stagnant. Test frequently.

Bio: Ted Dhanik is the co-founder of the top tier advertising network, engage:BDR. With over fifteen years of sales and direct marketing experience, Ted Dhanik offers solid experience on business development. Visit Ted Dhanik online to read more insightful advice.