Schedule a call
1.01-1x1px-Embertribe-(Client-Services)-AK-148968-preview
BOOK DISCOVERY CALL

Ready to scale?

Pick the service you need and book a free Discovery Call.

We've spent millions on Facebook and Google scaling fledgling brands into eCommerce empires. Now it's YOUR turn.

How Ad Testing Can Help Your Brand Reach Upstream Buyers

Amber Rhodes
Last Updated May 23, 2021
 

In this episode of TribeTalk, growth specialist, Molly, shares how she used testing to reach audiences that buy and spend more. 

Digital marketing is all about targeting, right?

eCommerce brands are constantly looking for audiences that are ready to buy. They find these audiences through ad testing.

When a brand strategically tests ads, they are essentially charting a map for their marketing efforts to reach new audiences. They learn what audiences to avoid, what audiences are frequent purchasers but low spenders, and lay the trail to find the ultimate treasure: repeat buyers with high average order values. 

Maya Rudolph hand to heart gif

Anyone can spend money running ads. Growth marketing, in contrast, is the intrepid search for a sustainable and profitable marketing strategy. Ad testing lights the way. 

“Okay, I’m convinced,” you’re thinking to yourself, “but what should I be testing?”. 

5 factors you should be testing in your paid ads

There are (nearly) countless components you could be testing to improve your ad performance. These components can be divided into 5 different categories:

  1. Ads
  2. Audience
  3. Settings
  4. Landing page
  5. Offer

Within these 5 categories are many more factors that marketers can test—from including links within ad copy to changing ad images, or even offering limited-time discounts. 

Keep in mind: there’s no hard-and-fast rule about when a test is concluded. Always determine the baseline metric that you care most about. This will be your “true north” metric that guides your analysis.

If all of this sounds overwhelming, don’t worry! It doesn’t have to be. We use a simple system for testing and refining Facebook ad campaigns that anyone can follow. 

Let’s focus on testing audiences for a few minutes. 

icons8-idea-64-1

Facebook Ads Test Tracker [Template]

FEATURED RESOURCE: Use this template to plan and track your Facebook ads as you test winning campaigns and optimizations!

Testing upstream audiences for an AOV boost

Let’s dig into the example from this episode of TribeTalk. 

EmberTribe growth specialist, Molly, has been working with a long-time client that sells pain management accessories for infants and toddlers. For the most part, her research led her to target typical “mommy brands” like Graco or Johnson & Johnson. 

To expand her reach and optimize performance, Molly decided to A/B test her audiences within the same vertical based on the hypothesis that she could reach audiences who typically shop on the higher of the baby niche. This meant testing usual targeting with the typical “mommy brands” and more expensive, niche baby-centric brands. 

She found that shoppers who gravitated towards luxury baby brands not only had high purchase intent, but they also spent more than other audiences. 

Results for A/B testing luxury baby brand interests

More items purchased = higher AOV = improved ROAS. That’s a win, baby!

The takeaway from this example is to always 👏 keep 👏 testing 👏. 

You might think you know your target audience better than the back of your hand—in fact, there’s always something new to learn, new angles to try, and new profit to be made.

If you're ready to start testing and optimizing your ads for better conversions, schedule a discovery call with one of our growth experts.  

Ready to scale your profits sustainably?

LET'S TALK
TJ Jones -  CoFounder EmberTribe (1)

T.J. Jones

CoFounder EmberTribe

TJ will help you uncover some of the best growth opportunities for your brand in the First Call.

Testimonials

With over 10 years of experience and 80 million in ad spend under our belts, we know how to guide businesses from fizzle to sizzle.

Seth Bunch-1
"Embertribe has been incredible to work with. Not only are they knowledgeable and the best at their craft but they care about you and your business. Highly recommend!"

Seth Bunch

Founder of Xylem Woodworks

Portrait Lisa FusionBelts
"I tried one company before you guys but you guys are better. And you're all good looking too."

Lisa Vigliorolo

Founder of Fusion Belts

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 45.01
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."

Duncan Street

Co-founder, Qeepsake

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 49.01
“One of the things I love most about working with EmberTribe which has been a standout from working with other companies is that there's a level of ownership that the team has in what we're doing that you really feel like they care."

Cody Barbo

Cofounder, Trust & Will

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 57.01
"All around great team...The EmberTribe team really answered my technical questions without hesitation...Helped me understand where my business was lacking. It's hard to find companies nowadays that really go above and beyond."

Joey Hettler

Media and Marketing Coordinator at Altis

Grow Faster, Smarter with EmberTribe

If you are stuck on the half a million yearly revenue plateau, you need a growth agency that will get to know your business, audiences, and growth opportunities like the backs of their hands—and let you in on everything they learn. 

No secrets, no bull. Just making sparks fly together.

✅ Focused on revenue

Look elsewhere if you're looking for a new logo or brand identity via 200-page slide decks. Those marketing disciplines have their place, but they're not our focus. We've doubled down on growing sales and injecting our clients with cash flow.

✅ We move fast

The typical agency model moves slowly: endless meetings, thousands of email threads, lots of talk, but little action. EmberTribe is different. We know what it takes to grow fledgling brands into formidable empires: a hell of a lot of execution.

✅ Trusted by the best

We've been recognized by Facebook and Google as one of the top agencies in the world. We're a mentor to startups within Techstars, Y Combinator and regularly consult with programs at MIT and Harvard Business School. Now it's time to add you to our Tribe.

Okay, let's do this!

Book Discovery Call

You May Also Like

These Stories on Testing

You May Also Like

These Stories on Testing