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Internet Marketing Basics - Split Testing
This works for commercials, telephone sales scripts, landing pages, and internet advertisements.
This is a continuation of the post "the numbers don't lie".
How do you know which advertisement works better than something else?
In the simplest form, use and A/B split test. What you want to do when you split test an advertisement is to minimize the variables.
Let's say you want to split test a facebook advertisement.
What you want to do is create 5 of the SAME EXACT advertisements. Same headline, same text, linking to the same page, targeting the same people....BUT you only have ONE thing that is different (this is what I mean by minimizing variables).
The most popular option is to split test 5 different pictures, on an identical ad.
What you do now is make sure each ad gets a certain amount of impressions. Let's say your target is to get 10,000 impressions for each of the 5 ads.
Now it's time to continue the split test. Get rid of ads 1,3,4, and 5 (unless they are making you a positive ROI).
ROI stands for Return on Investment. I'll get technical with the definition later, but if you make $1.25 for every $1 you spend...it is positive ROI (because you make money). There's more to this, but that's a different post.
Now, all 5 advertisements use the same exact picture, but now you test 5 different headlines.
Things you can split test:
I followed this process for my YouTube Paid ads and the process worked well for me there. Others use the same process on virtually any type of ad you can do.
This is not limited to online marketing. The welcome line for a sales call, etc. EVERYTHING can be split tested, and the NUMBERS don't lie.
Detach your emotions from what you think works best, and split test until you get a profitable campaign!
This works for commercials, telephone sales scripts, landing pages, and internet advertisements.
This is a continuation of the post "the numbers don't lie".
How do you know which advertisement works better than something else?
In the simplest form, use and A/B split test. What you want to do when you split test an advertisement is to minimize the variables.
Let's say you want to split test a facebook advertisement.
What you want to do is create 5 of the SAME EXACT advertisements. Same headline, same text, linking to the same page, targeting the same people....BUT you only have ONE thing that is different (this is what I mean by minimizing variables).
The most popular option is to split test 5 different pictures, on an identical ad.
What you do now is make sure each ad gets a certain amount of impressions. Let's say your target is to get 10,000 impressions for each of the 5 ads.
- The identical ad with picture #1 gets 10,000 impressions - and 1% of people click it.
- The identical ad with picture #2 gets 10,000 impressions - and 6.07% of people click it
- The identical ad with picture #3 gets 10,000 impressions - and .03% of people click it
- The identical ad with picture #4 gets 10,000 impressions - and 1.75% of people click it
- The identical ad with picture #5 gets 10,000 impressions - and 2.34% of people click it
Now it's time to continue the split test. Get rid of ads 1,3,4, and 5 (unless they are making you a positive ROI).
ROI stands for Return on Investment. I'll get technical with the definition later, but if you make $1.25 for every $1 you spend...it is positive ROI (because you make money). There's more to this, but that's a different post.
Now, all 5 advertisements use the same exact picture, but now you test 5 different headlines.
- The identical ad with headline #1 gets 10,000 impressions - and 1.01% of people click it.
- The identical ad with headline #2 gets 10,000 impressions - and 2.95% of people click it
- The identical ad with headline #3 gets 10,000 impressions - and 0.03% of people click it
- The identical ad with headline #4 gets 10,000 impressions - and 8.23% of people click it
- The identical ad with headline #5 gets 10,000 impressions - and 0.34% of people click it
Things you can split test:
- The description of the ad.
- The age/demographics.
- The targeting groups
- The landing page you send them to.
- Different headlines on the landing page.
- Different pictures on the landing page.
I followed this process for my YouTube Paid ads and the process worked well for me there. Others use the same process on virtually any type of ad you can do.
This is not limited to online marketing. The welcome line for a sales call, etc. EVERYTHING can be split tested, and the NUMBERS don't lie.
Detach your emotions from what you think works best, and split test until you get a profitable campaign!
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