Testing your ads is necessary. But testing for the sake of testing isn’t getting you very far.
And unfortunately, this is where a ton of B2B marketers end up. They fall into the trap where they’re testing for the sake of testing, and they’re not necessarily testing for the sake of learning. And they’re not prioritizing the elements that are going to drive them the greatest lift.
And that’s what we delve into on this episode of Demand Gen U.
Mark Huber, Head of Brand & Product Marketing is joined by Silvio Perez, Head of Performance Marketing at Metadata to explore the ins and outs of experimenting with paid ads.
We explore the common mistakes people make with experimentation, how to start testing ads, different outcomes to look out for, and some insights into ads testing well with Metadata customers.
Watch the full episode to learn how to make the most of your paid ad experiments.
Watch the full episode
Or keep reading for three main takeaways from the episode.
Three top takeaways:
Takeaway 1: Always start by defining your outcome
There’s something about having a clear picture of your endgame. It brings the clarity and direction you need for a process as layered as testing out your paid ads. We’re not just talking about a vague idea of what your results should be. But a result tied to a specific outcome.
To give more clarity, Silvio has identified five core outcomes people seek to achieve when experimenting with paid ads:
- Creating demand
- Capturing demand
- Reviving demand
- Accelerating demand
- Expanding demand
These five outcomes form the basis of any successful paid ad campaign.
Takeaway 2: Isolate your variables
When it comes to experimentation, everything boils down to isolating the variables that are working for you. It’s all about being able to pinpoint the actions driving your results. Silvio likes to think of variables in terms of three A’s — audiences, ads, and assets.
Regardless of the platform, it’s vital not to solely hone in on engaging the audience. There are also the areas of ad testing to consider, as well as the quality of the content in the ad itself. Once these bases are covered, you’re unlikely to head into the experimentation blindly.
Takeaway 3: Don’t spread yourself too thin
How many variations are considered too much when you’re testing ads? While there’s no one-size-fits-all approach, Silvio recommends a minimum of two.
However, a good rule of thumb is to avoid spreading your budget across too many variations. It’s better to stick to a set daily budget per variation and let it run long enough for you to understand if, and why, it works.