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Sequential testing is a popular ad testing approach for many marketers today. It’s methodical. It's controlled. And it can tell you a great deal about which creative assets are the main drivers of your ad performance. But its biggest downfall is its lack of speed. Testing one element at a time can take months. (Not to mention the hassle of strategically naming and organizing assets and ad sets, and tracking ongoing test results.) *Cue informercial-level exasperation.* There’s got to be a better way!
Unpopular opinion: your losing ad creative deserves a second look. They can help point you in the right direction if you know what to look for. On the latest episode of Resting Ad Face, Jess and Susan share how to find actionable insights among your lowest-performing ads, and use them to create even more performant winners.
Your catalog ads are probably one of the most vanilla parts of your marketing strategy — nothing fancy, but they get the job done. But what if you could turn them into a serious, hot-fudge-sundae of sales? Enter enriched catalog creative. On this episode of Resting Ad Face, Susan and Jess discuss how applying creative elements (like branding cues, sale pricing, customer reviews, and more) directly to DPA is turning an already powerful ad type into a cash cow for retailers.
Mistakes were made. 😬 Not something you want to hear when it comes to testing paid social. Fear not! Jess and Susan talk through the four most common faux pas they see new multivariate testers make, and share advice on how to avoid them for more meaningful creative data.
If you're showing the same ad creative to all your audiences, you're definitely leaving revenue on the table. Jess, Susan, and special guest — Marpipe's own Caroline Lowery — spill the tea on: - why it's important to test your ads against your personas - what to include in your tests - customer examples they've lived and learned through
It's time to put your money where your ads are. In this episode, Jess and Susan talk all things budgeting when it comes to testing your ad creative. You'll learn: • Where you should pull your ad testing budget from • How much you should budget • How ad testing helps your media budget work even harder for you • Whether or not test clicks, conversions, and impressions count against the bottom line P.S. We've been nominated as one of the Top 50 Marketing Podcasts of 2022. We'll love you forever if you give us a vote to make us #1! https://bit.ly/3e96rjV FURTHER READING: ROAS calculator: https://www.marpipe.com/roas-calculator Why creative testing results should drive your media budget: https://www.marpipe.com/blog/why-creative-testing-results-should-drive-your-media-budget Why ad creative is your best lever for ROI: https://www.marpipe.com/blog/why-ad-creative-is-your-best-lever-for-roi
You're doing all the right things: iterating on your creative, testing your ads, and scaling the winners. But it's not translating into conversions like you'd hoped. In this episode, Tyson Quick — Founder and Chief Growth Officer of Postclick — joins Susan and Jess to talk about how the cure lies in the post-click experience and why the full buyer journey is greater than the sum of its parts.
With all the creative data now available to marketers, there's no place for bias and opinions in today's ad creative. And yet ... On this episode, Jess and Susan share their personal experiences with how bias gets in the way of creativity and performance, and what you can do to eliminate it from your ad-building process altogether.
A/B testing alone doesn’t cut it anymore when it comes to ad creative. Even though it’s automated and typically executed in-market, A/B testing delivers the shallowest level of data available. It can tell you which of two or three ads was the higher performer — but never why. There’s got to be a better way! *blows hair out of face, infomercial-style.* In episode 3 of Resting Ad Face, our VP of Performance Marketing, Susan Wenograd, and I talked about: - the major downfalls of A/B testing - why brands today need a deeper level of creative insights - how a different kind of creative testing (spoiler alert: multivariate testing) can get you there.
What creative assets should you test? And which audience should you test with? The answers to those questions can only come from a well-built testing strategy. Jess and Susan cover five you can use for your brand.
Automated creative concept testing lets your buyers tell you which direction to take your ad concepts (rather than some internal committee). And that’s just where the value begins.
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