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