Testing and learning are critical for enhancing account performance and gaining useful business insights. As a result, continuous testing of campaign aspects is vital to ensuring consistent outcomes.
This blog will go over four crucial areas of testing that are essential for getting actionable results for your startup.
Design of tests
The first step is to develop a practice test. We will determine what and how it will be tested here. Typically, you'll test one or more of the following elements through a variety of channels:
Landing pages for advertising material
Ad content refers to the creative or textual aspects that make up an advertisement. On social and display channels, this will comprise video or image-based creatives as well as the ad's copy. This refers to the active copy in search ad content.
Finally, our PPC campaigns and advertising allow you to test the performance of landing sites. Calls to Action (CTAs), lead forms, and page layouts are all worth evaluating and improving.
If you have good PPC testing in place, you can perform actual tests on these areas and get actionable results. To accomplish this, you must isolate those elements while affecting as few surrounding elements as possible.
This produces clearer findings, suggesting that adjustments to test items influenced performance. This eliminates guesswork from testing and optimisation, allowing you to make statistically meaningful contributions to your startup.
The Goals
Before commencing a new test, it is vital to understand the testing objective, which is part of the test design. The objective creates the trial's rules and determines the outcome.
As a startup or scaleup, your top priority should always be to use lower-funnel metrics to determine success. These are typically in the form of a sales-qualified lead for a B2B objective or a new customer sale for a B2C goal.
While measuring CTRs or engagements might be useful indicators, they do not always transfer into lower-funnel actions and can be misleading when it comes to determining what generates revenue and purchases.
Analyse the results
You can start analysing the outcomes once a test has been active in driving traffic and conversions. At this point, you'll want to determine the number of lower funnel conversions based on the number of clicks on each test variable.
Running a few computations on this data can help you discover which versions have the highest CVRs (conversion rates). This will establish which is the most effective, and thus the winner.
Where volume allows, it is vital to seek out statistical significance in your data so that you can choose the winner.
Taking Action Based on the Results
The post-testing procedure is often overlooked. It is critical at this point to take action based on the test results. The variant that is deemed successful will remain active in the account, regardless of whether it contains creative, copy, targeting, or landing page elements.
Make sure to share the test results with the rest of the business team to provide additional value. For example, sales teams can frequently use ad copy insights to improve their positions when dealing with new leads.
Finally, PPC testing is an integral part of any startup's PPC strategy. To gain complete visibility and greater control over interactions with your target audience, you must constantly learn and optimise your strategy. This will improve your plan and make it more appealing to your leads.
Contact BM Marketing, a competent PPC advertising agency in Dubai, to stay up-to-date on current trends in PPC campaigns, Google Ads Management, and digital marketing. If you have any queries, require any assistance, or are looking for a digital marketing agency in Dubai,
