Testing and learning are essential for improving account performance and developing valuable business insights. As a result, it is critical to test elements of your campaigns regularly to ensure consistent results.
This blog will discuss four critical aspects of testing that are critical for producing actionable results for your startup.
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Design of Tests
The first step is to create a practice test. We will decide what and how it will be tested here. Most of the time, you’ll be testing one or more of the following elements via a variety of channels:
Landing pages for the ad content
The creative or text-based elements that comprise an advertisement are referred to as ad content. On social and display channels, this will include video or image-based creatives and the copy that goes with the ad. This refers to the active copy in Search ad content.
Finally, you can test the effectiveness of landing pages using our PPC campaigns and ads. Calls to Action (CTAs), lead forms, and page layouts are worth testing and refining.
You can run practical tests on these elements with actionable results if you have astute PPC testing in place. You must isolate those elements while making as few changes to the surrounding elements as possible to accomplish this.
This allows for clearer results, indicating that changes to the test elements influenced performance. This removes the guesswork from testing and optimization, allowing you to provide statistically significant impacts to your startup.
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The Goals
Before embarking on a new test, it is critical to understand the testing objective, a component of the test design. The objective establishes the rules of a trial and is the point at which results are determined.
Your priority as a startup or scaleup should always be to look at lower-funnel objectives as a success metric. These would frequently take the form of a Sales qualified lead for a B2B goal or a new customer sale for a B2C goal.
It is important to note that while testing CTRs or engagements can be useful metrics, they do not always translate to lower-funnel actions and can be misleading in terms of understanding what drives revenue and purchases.
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Analyze the Results
You can begin analyzing the results after a test has been active in driving traffic and conversions. At this point, you’ll want to calculate the number of lower funnel conversions resulting from the number of clicks on each testing variable.
You can determine which variations have the highest CVRs by running a few calculations on this data (conversion rates). This, in turn, will determine which is the most effective and thus the winner.
Where volume permits, it is critical to look for statistical significance in your results so that you can be certain of the winner.
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Taking Action on the Results
The post-testing procedure is frequently overlooked. It is critical at this point to act based on the test results. The variant that is deemed successful will be kept active in the account, regardless of whether it is creative, copy, targeting, or landing page elements.
Make sure to share the test results with the rest of the business team for added value. For example, sales teams can frequently use ad copy insights to improve their positions when engaging with new leads.
Finally, PPC testing is an essential component of any startup’s PPC strategy. To achieve complete visibility and increased control over interactions with your target audience, you must constantly learn and optimize your strategy. This will improve your strategy and make it more engaging for your leads.
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