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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.

1. 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.

2. 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.

3. 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.

4. 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.

As PPC advertisers using Facebook’s advertising platform, we have a plethora of metrics at our disposal to assess the success of our campaigns.

To name a few, we can track button clicks, scroll depth, time spent on a page, and form completion. On Facebook, there are a total of seventeen standard events that can be tracked as conversions.

Despite tracking so many touchpoints, focusing solely on online conversions does not provide the complete picture. User research journeys are becoming increasingly complicated.

We’ve gotten pretty good at identifying online touchpoints that lead to a sale or lead. Offline activity, on the other hand, can have a significant impact on a sale.

Businesses must be able to track offline activity—especially those with brick-and-mortar locations. In-store sales can have a significant impact on a company’s revenue.

These sales, unlike in the past, may have been influenced by online marketing activities. You can’t see which campaigns affect offline store visits if your online reporting doesn’t track them.

You run the risk of pausing a campaign because you believe it isn’t profitable and then seeing a drop in-store visits as a result.

A conversion pixel cannot track everything. For example, people who advertise online coupon codes to be used in stores when a product is purchased.

Why should you keep tabs on offline conversions?

There are several reasons why you might want to implement an offline conversion tracking method. These will vary depending on what you want to achieve with your Facebook advertising efforts as well as the niche you’re in. There are three general reasons why you would like to track offline conversions:

The first advantage is that it allows you to assess the effectiveness of Facebook advertising campaigns.

To optimize a campaign, statistically significant data is required and the ability to see which areas are achieving your conversion goals.

Once you know which areas are achieving your conversion goals, you can begin to eliminate underperforming areas while increasing traffic from higher-performing areas.

The ability to track offline conversions allows you to optimize your campaigns to increase offline conversions in addition to online conversions.

Consider the following scenario, in which we are running Instagram and Facebook ads. The figures are fictitious to demonstrate a point.

Reason number two: Provide more data to Facebook to optimize your campaigns.

If you use Facebook’s automated bidding option, machine learning algorithms adore data. The more data they have, the better they will be able to perform. By including offline conversions, you provide another touchpoint for Facebook’s algorithms to consider. This implies that they should be able to get better results from your advertising campaigns.

The third Reason, improve reporting.

Offline conversion tracking adds a new dimension to your reporting. In addition to reporting on standard metrics such as clickthrough rate, conversion rate, and online sales, you can also report on the number of store visits.

With store visits included in your Facebook advertising campaign reporting, you can see which campaigns result in in-store visits and which do not.

If your reporting includes week-to-week data, you will be able to see how changes in your marketing efforts affected your offline store as well as your online metrics.

How to Use the Offline Conversions Tool on Facebook

To begin with offline conversions, you must first create an offline event set. This is possible in Events Manager. Offline event sets correspond to offline activity and the online metrics of your Facebook ads.

After you’ve finished creating the data set, you’ll need to upload your offline data to Facebook. You have two options here. To begin, you can integrate it with your CRM system. The second option is to upload a spreadsheet containing your data manually.

It’s like uploading a customer list to Facebook. To keep the information fresh and up to date, it is recommended that you upload your data twice a week.

Here are some best practices for uploading your offline data.

Upload your data regularly – ideally twice a week, but at the very least once every two weeks.

Format properly – this is critical for Facebook to understand and use your data. Your match rate will improve if your data is well-formatted.

Upload as much information as you can – the more information you upload, the more likely Facebook will be able to match your data with its users.

If possible, integrate with your CRM – Marketo, Squarespace, Salesforce Sales Cloud, and Segment are a few CRM integrations. If you’re using a system that doesn’t have a native conversion syncing option, consider Zapier.

Check that all data is correct: The data cannot be removed or updated once uploaded. Check your information twice before uploading to ensure that it is correct and free of errors.

Go to Events Manager, select the appropriate offline event, and then click Upload Events to upload your offline data. You can upload your offline conversion data here.

Following the upload of your data, Facebook will examine a sample to determine what type of data is being used in each column. If there are any errors, you must correct them before your data can be used.

It is also a good idea to have the warnings in your data fixed. After that, click the ‘Review’ button. This will show you how many rows will be uploaded as well as your estimated match rate.

If you are satisfied with this, click the ‘Start upload button to upload your data to Facebook. Most small files can be uploaded entirely in a matter of minutes.

If you have a large file, it may take up to fifteen minutes for your data to appear in the Events Manager and the Facebook reporting interface.

How to Track Offline Conversions

Offline Conversions is one of the columns sets available on Facebook. You can create your personalized columns. As an example, you could have columns such as Offline purchases and Offline purchase conversion value.

After you’ve synced everything and set up all the relevant columns to measure offline success, you can create an audience based on your offline audience.

How to Maximize the Value of Offline Conversions

Here are three-pointers to help you make the most of your offline conversions:

Have at least 50 offline conversions per week – otherwise, Facebook will find it challenging to optimize.

Retargeting: Retarget people who have completed an offline conversion by advertising other products they might be interested in.

Using your synced data, create lookalike audiences – On Facebook, lookalike audiences of online converters can perform exceptionally well.

This is because Facebook creates an audience list like those who purchased your website. Similarly, advertising to people who are like those who have already completed an offline conversion may increase the number of offline conversions.

Finally, in this blog, we’ve covered some fundamentals about what offline conversions are, why Facebook advertisers should use them, and some tips on how to get the most out of them.

If you run Facebook ads for an online retailer, you may not be getting the complete picture if you don’t have offline conversion data. Implement offline conversion data and begin observing the impact of your Facebook advertising on your brick-and-mortar stores.

Back in 1813, Jane Austen eloquently stated:

Everybody knows that if you have a decent PPC marketing strategy, you’ll need to know a lot about Bing Ads as well.

Or a variation on that theme. We’re not familiar with the story of Pride and Prejudice because we’ve never read it.

Google dominates the global online search business with a share of more than 90%. That’s entirely out of control. It’s no surprise, therefore, that even the most seasoned of internet advertising managers tend to overlook the competition. Second in popularity only to Google, Bing stands out among the pack.

Computer Advertising by Microsoft 

This PPC advertising service is available on both the Bing and Yahoo! search engines, as Microsoft owns Bing. After Google renamed bing Ads, Microsoft Advertising was known as Microsoft Advertising until April 30th, 2019.

And yet, even with Google’s unquestionable dominance in the US search market, Bing has a 24% portion of the business. If you ignore Bing, your advertising will miss out on a sizable portion of the market.

Bing appears to be a success for Microsoft, but what is it? What distinguishes Microsoft Advertising from Google Ads in terms of effectiveness?

Lower CPC due to less competition

You’ll have to shell out a lot of money to compete with Google’s hordes of advertisers. Bing, on the other hand, does not fit this description.

Because fewer people are searching for a product like Microsoft Advertising, the number of leads is reduced. As a result, your money will be put to better use. Even while every business is different, Microsoft Advertising has a lower CPC and a greater CTR than the average advertiser.

Marketers haven’t been blind to the trend. According to Merkle’s Digital Marketing Report for the second quarter of 2018, spending on Microsoft Advertising increased by 11% year over year. As you can see from this, Bing is an integral part of any digital marketing plan and shouldn’t be neglected in any manner.

A larger and more valuable group of customers

Bing gives advertisers the chance to target a more particular demographic: a group that is older, more established, and, on the whole, wealthier. The average Bing user is 35 years old, and one-third of them make over $100,000 per year.

When selling a luxury or high-end product or service, reaching a demographic with a higher average income can assist Bing users to develop product interest, build brand awareness, and drive sales. Users of Bing are more likely to be seasoned consumers who are open to trying out new products.

Easy To Implement 

Microsoft Advertising isn’t a significant step up from Google Ads if you’re currently using them. You have complete control over how much work you put into your Bing marketing. Furthermore, Bing allows you to integrate your campaigns straight from Google into the platform. Imports can even be scheduled and customized to take place at specific times. As a result, you won’t need to include your budget when importing your advertising.

Campaigns may perform better if you put in the time and effort to tailor them to a particular platform, but if time is an issue, you can still get by making comparable adjustments in Bing as you would in Google.

As a result, Bing frequently falls behind Google in the release of new features. By using Google’s characteristics first, you may evaluate what type of results (if any) you get before implementing the same function in Bing.

MORE STOCK = MORE LEADS

Microsoft’s devices, such as the Amazon Echo, Skype, Xbox, and Office, all come pre-installed with Bing. Every month, Bing receives six billion queries. That’s a significant number of potential customers that you’re overlooking.

You’ll be able to market on many of Bing’s partners, such as AOL, MSN, and Yahoo! if you invest in Bing. It’s a fact that more ad places equal more leads.

So, should my PPC strategy include Bing? That is dependent on several factors.

It’s never a good idea to advertise on all major social media networks to be on all major networks. Every part of your digital marketing plan must have a justification.

Always keep your intended audience in mind. Snapchat is a waste of money if you’re a divorce lawyer since the audience is too young. While investing in Microsoft Advertising makes sense if your primary target market is young Snapchat users, it makes little sense if your primary market is gold chains, rap cassettes, or…yo-yo sellers. I’m clueless about what today’s youth are onto.)

There is no need to be concerned if you use Bing and discover no search volume for the location and keywords you are targeting. You won’t be able to use every platform. You should remember Bing and Microsoft Advertising as a result of this lesson. You’ll be surprised if you don’t consider the venue while creating your PPC marketing approach.

Finally, if you’re selling a high-end or luxury product or service or want to reach a larger audience at a reduced cost, Bing is a terrific alternative to try out. It is doubtful that you will be unsatisfied with the results as long as you keep in mind that the number of leads may not be as significant as those from Google.