A\/B testing is a foundational ad testing tactic. It basicaly invovles throwing two different ads at your audience and seeing which one actually works better.<\/p>\n\n\n\n
To run this method, first you need to split your audience in half and show each group a different ad. But the key thing about this method is that everything else has to stay the same. So you must go with the:<\/p>\n\n\n\n
- \n
- Same<\/em> targeting<\/strong><\/li>\n\n\n\n
- Same<\/em> budget<\/strong><\/li>\n\n\n\n
- Same<\/em> timing<\/strong><\/li>\n<\/ul>\n\n\n\n
That’s the only way you can be sure any differences in performance are down to the change you’re testing, and not some other outside factor.<\/p>\n\n\n\n
How to Set Up a Decent A\/B Test<\/strong><\/h3>\n\n\n\n
![\"ad](\"https:\/\/www.redtrack.io\/blog\/wp-content\/uploads\/2026\/03\/ad-testing-tactics-doing-Foundational-AB-Testing.jpg\")
<\/figure>\n\n\n\nIf you want results you can actually trust, then your setup is just as important as the ad itself. Here’s what you need to do:<\/p>\n\n\n\n
- \n
- Split your audience 50\/50<\/strong> so that each group is the same size<\/li>\n\n\n\n
- Keep targeting, budget, and scheduling the same<\/strong> across both groups<\/li>\n\n\n\n
- Make sure you’ve got enough people in each group (~1000)<\/strong> to get a decent amount of data<\/li>\n\n\n\n
- Run the test for 7-14 days <\/strong>to get the most accurate results<\/li>\n\n\n\n
- If you’re working with ad platforms, use their built-in tools<\/strong> to take care of randomizing the groups and tracking results for you<\/li>\n<\/ul>\n\n\n\n
Tactic 2: Test Your Creative Assets<\/strong><\/h2>\n\n\n\n
Creative asset testing is one of the most important tactics because visuals are smack-bang the center of every ad campaign, and that’s where you usually see the biggest swings in performance. That’s why testing your creative matters. When done right it means you’re seeing which visuals, formats and styles and colors actually<\/em> connect with your audience, so you don’t have to guess or be biased by personal preferences.<\/p>\n\n\n\n
How to Do Creative Asset Testing<\/strong><\/h3>\n\n\n\n
There are four areas you need to cover for proper creative asset testing. The more comprehensive your creative testing approach (the more ground you cover), the more insights you’ll have on which parts of creative need to be edited and optimized.<\/p>\n\n\n\n
1. Start With Image vs. Video<\/strong><\/h4>\n\n\n\n
When it comes to the first creative tests most teams do, it’s often down to image versus video.<\/p>\n\n\n\n
- \n
- Video usually does a better job of grabbing engagement on social platforms<\/li>\n\n\n\n
- Images are way faster and cheaper to produce<\/li>\n\n\n\n
- Video on the other hand takes time, budget and planning<\/li>\n<\/ul>\n\n\n\n
The smart plan of attack is to test the same message<\/em> in both formats. This tells you whether video is genuinely delivering a performance boost for your audience or whether images do the job just as well.<\/p>\n\n\n\n
2. Move to Testing Different Visual Flavors<\/strong><\/h4>\n\n\n\n
Not all visuals land the same way, even with the same copy. Some of the most common creative comparisons you can do incude:<\/p>\n\n\n\n
- \n
- Lifestyle imagery vs. shots of your products<\/li>\n\n\n\n
- Simple, clean designs vs. detailed messy layouts<\/li>\n\n\n\n
- Brand-forward visuals vs. creatives that just focus on the product<\/li>\n<\/ul>\n\n\n\n
Professional photography usually beats generic stock images, but user-generated content often performs well because it just feels more real and less like an ad.<\/p>\n\n\n\n
3. Then Look at Branding & Colour<\/strong><\/h4>\n\n\n\n
Branding and colour choices affect both performance and how your audience perceives you.<\/p>\n\n\n\n
- \n
- Strong branding can help improve recall and trust<\/li>\n\n\n\n
- Too much branding can hurt click-throughs if it feels too over-the-top promotional<\/li>\n\n\n\n
- Subtler branding might drive performance but at the cost of weakening brand impact<\/li>\n<\/ul>\n\n\n\n
Testing out different levels of logo placement, brand colours and visual hierarchy helps you balance short-term performance with longer-term brand goals.<\/p>\n\n\n\n
4. Finally Analyze User-Generated Content vs. Polished Ads<\/strong><\/h4>\n\n\n\n
User Generated Content (UGC) has become a major performance driver, especially on social.<\/p>\n\n\n\n
- \n
- UGC often delivers higher engagement and conversions<\/li>\n\n\n\n
- It feels authentic and relatable<\/li>\n\n\n\n
- Younger audiences tend to respond particularly well to this type of content<\/li>\n<\/ul>\n\n\n\n
No matter how effective UGC content can be, polished ads still have a place, particularly for premium brands or products that need a clearer explanation.<\/p>\n\n\n\n
Tactic 3: Test Your Target Audience (Find the Group That Actually Converts)<\/strong><\/h2>\n\n\n\n
Audience targeting plays a huge part in how well your campaigns perform. The fact is different groups behave in different ways depending on your industry, product and goals, so first, you need to understand who your top buyers are<\/strong> and what they look like <\/strong>if you want your budget doing its best.<\/p>\n\n\n\n
How to Do Target Audience Testing<\/strong><\/h3>\n\n\n\n
There are a number of different things you need to look at to find out if your campaigns are actually targeting the right group of people.<\/p>\n\n\n\n
Custom Audiences vs. Lookalikes<\/strong><\/h4>\n\n\n\n
The first thing you can do is compare your custom audience against your lookalike audience. Take a look at the conversion rates of your custom audience campagins and compare it with your lookalike audience campaigns. This is going to show you which one delivers better return on investment, and it might help you rationailze how much of your budget you should allocate to each group.<\/p>\n\n\n\n
- \n
- Custom audiences<\/strong> \u2013 This is built form website visitors, email subscribeers and possiblt previous customers that show high conversions, but it’s limited in size and scale opportunity.<\/li>\n\n\n\n
- Lookalike audiences <\/strong>\u2013 These are built using advanced algorithms and machine learning where the demographics, traits and behaviors of your current audience is analyzed and a “lookalike” audience is created. Targeting this group lets you reach a bigger crowd to expand your customer base. This gorup usually starts with lower converstions, but as the algorithim gets better at mirroring your true audience, conversions improve.<\/li>\n<\/ul>\n\n\n\n
Performance by Location<\/strong><\/h4>\n\n\n\n
The next thing you can look at is how prospects across different locations respond to your campaigns. This lets you do some geographic targeting refinement where you spot what the most profitable locations are and then allocate a greate portion of your budget to campaigns that target audience in that particular geographical location.<\/p>\n\n\n\n
The reason why thic tactic works is because locations differ in:<\/p>\n\n\n\n
- \n
- Purchasing poer<\/li>\n\n\n\n
- Cultural factors based on population demographics<\/li>\n\n\n\n
- Competition levels<\/li>\n<\/ul>\n\n\n\n
By testing out new locations, you can grow your reach without spreading your budget too thin or hurting your overall performance.<\/p>\n\n\n\n
Interest vs. Behavior<\/strong><\/h4>\n\n\n\n
Another way to optimize you ad spend is to test whether interest-based or behavior-based targeting delivers better advertising campaign results. Social platforms let you choose between the two audinece targeting methods where:<\/p>\n\n\n\n
- \n
- Interest-based targeting<\/strong> focuses on the things people say<\/em> they like and want. These are user-declared preferences.<\/li>\n\n\n\n
- Behavioural-based targeting<\/strong> focuses on showing your ads to people based on their online activity<\/em> (what they actually do online).<\/li>\n<\/ul>\n\n\n\n
People who behave in a certain way often show a lot more intent, but may be smaller. Testing both helps you find a balance between getting your message in front of the right people and getting the results you want.<\/p>\n\n\n\n
Age and Gender Targeting<\/strong><\/h4>\n\n\n\n
Another thing you shouldn’t ignore is how targeting different age and gender groups affects ad campaign results. This is something you don’t want to guess. There are many brands out there that use assumptios based on who they think their target audience is, however when tested, the reality might look very different.<\/p>\n\n\n\n
What you want to do here is:<\/p>\n\n\n\n
- \n
- Test age ranges in 10-year increments<\/strong> (25-35, 35-45 and so on)<\/li>\n\n\n\n
- Compare converted prospects by gender<\/strong><\/li>\n<\/ul>\n\n\n\n
This will help you uncover hidden opportunities for budget reallocation but also creative optimization needs.<\/p>\n\n\n\n
Segmentation before remarketing<\/strong><\/h4>\n\n\n\n
Finally, another way to target your audience better is to do audience segmentation before sending out remarketing campaigns.<\/p>\n\n\n\n
This is important because not all prospects are created equal.<\/p>\n\n\n\n
- \n
- People who visited recently<\/strong> usually convert better<\/strong> than those who visited ages ago<\/li>\n\n\n\n
- Different retargeting windows <\/strong>(1 day, 7 days, 30 days) behave differently<\/strong> depending on industry<\/li>\n<\/ul>\n\n\n\n
Segmenting your retargeting audiences and keeping them separate from prospecting campaigns can help you avoid cutting off your nose to spite your face while still keeping your reach high.<\/p>\n\n\n\n
Testing your audience isn’t about finding one group that does everything perfectly. It’s about building a layered system that balances efficiency, reach and long-term growth.<\/p>\n\n\n\n
Tactic 4: Test Your Copy & Messaging<\/strong><\/h2>\n\n\n\n
This is without a doubt one of the most important things to land right if you want your advertising campaign to work. Copy and messaging directly<\/em> impacts how audiences perceive and respond to your brand and offers. While the right messaging drives and improves conversion rates, the wrong words can make your ad campaign results take a serious dive even when using identical creative assets.<\/p>\n\n\n\n
How to Do Copy and Messaging Testing<\/strong><\/h3>\n\n\n\n
There are a number of key things you can test when it comes to copy and messaging.<\/p>\n\n\n\n
Headlines<\/strong><\/h4>\n\n\n\n
Start with testing your headlines. Look at performance differences when using benefit-driven copy, versus feature-focused copy. This is how you’ll find out where your audience’s priorities and motivations lie.<\/p>\n\n\n\n
- \n
- Benefit-driven headlines<\/strong> \u2013 Usually emphasize outcomes and emotional rewards of using your product or service.<\/li>\n\n\n\n
- Features-focused headlines <\/strong>\u2013 Concentrate on explaining your product’s specifications and capabilities.<\/li>\n<\/ul>\n\n\n\n
If you’re in the B2B space, you’re audience might respond better to feature-focused messaging. On hte other hand, B2C audiences usually react better to benefit-driven approaches. However, you should test both, no matter which industry you’re running advertising campaigns for.<\/p>\n\n\n\n
Emotion vs. Logic<\/strong><\/h4>\n\n\n\n
Another review you need to conduct with your copy and messaging is the emotional versus logical appeal. This is going to uncover which messaging type is the most effective persuasion approach for each audience segment.<\/p>\n\n\n\n
- \n
- Emotional appeals<\/strong> \u2013 Use copy that reflects urgency, icludes social proof, and focuses on aspirational messaging to drive immediate action.<\/li>\n\n\n\n
- Logical appeals <\/strong>\u2013 Use copy that targets rational benefits, outines comparisons, and gives detailed explanations of your product or service.<\/li>\n<\/ul>\n\n\n\n
It’s best to test both approaches right across the different funnel stages, and then optimizes for immediate conversions as well as long-term brand building.<\/p>\n\n\n\n
Pain-point vs. Aspiration<\/strong><\/h4>\n\n\n\n
Next, it’s time to look at pain point versus aspiration-focused copy. This examines various motivational triggers in the same target audience.<\/p>\n\n\n\n
- \n
- Pain point copy<\/strong> \u2013 Focuses on highlighting a problems or frustation and bringing a solution. It takes an empathetic and urgent approach where the prospect feels understood.<\/li>\n\n\n\n
- Aspiration-focused copy<\/strong> \u2013 Focuses on emphasizing goals and desired outcomes for the future. It builds positive emotions like excitement and inspiration.<\/li>\n<\/ul>\n\n\n\n
Test both to see which approach works best for which types of scenarios or audinece groups.<\/p>\n\n\n\n
Short-form vs. Long-form<\/strong><\/h4>\n\n\n\n
Then there’s copy length. Choosing the right copy length, whether short-form or long-form will depend on the platform your using, the audience your targeting and the product type your selling.<\/p>\n\n\n\n
- \n
- Short form copy<\/strong> \u2013 Best for quick engagement, impulse buys and customer or prospects who already know you. This copy is quick to produce, and works well for ToFu awareness campaigns. However, it’s not great for providing detailed info about your product or building trust with new audiences<\/li>\n\n\n\n
- Long-form copy<\/strong> \u2013 Best for technical products and services where building authority and detaield explanations are priority. This type of copy works well BoFu content and invovles storytelling and focuses on educating customers and builidng deeper connections. Howeverm it does take longer to produce (more resource-heavy) and there is the risk of you losing the reader’s attention if the copy isn’t engaging enough.<\/li>\n<\/ul>\n\n\n\n
Ad copy testing analyzes how different copy lengths impact various ad campaigns so you can land optimal information density for every single ad.<\/p>\n\n\n\n
Call-to-Actions (CTA)<\/strong><\/h4>\n\n\n\n
The final lot of copy you’ll want to test is your call-to-action (CTA) copy. This is one of the most important, high-impact factors that infuence conversions.<\/p>\n\n\n\n
Play around with different wording, do multiple ad variations with different CTAs and test it out on your real audience to see how each one delivers.<\/p>\n\n\n\n
Here are some ideas to get you going:<\/p>\n\n\n\n
- \n
- \u201cLearn More\u201d <\/strong>(good for educational content and top-funnel advertising campaigns)<\/li>\n\n\n\n
- \u201cBuy Now\u201d <\/strong>(great for direct response and bottom-funnel target market campaigns)<\/li>\n\n\n\n
- \u201cGet Started\u201d<\/strong> (particularly good for service-based offers and trial conversions with purchase intent)<\/li>\n\n\n\n
- \u201cSign Up\u201d<\/strong> (perfect for lead generation and email capture campaigns)<\/li>\n<\/ul>\n\n\n\n
The other thing to note with CTAs is that different things work for different industries and product types. An effective CTA for a SaaS businesss, won’t be as effective for a B2C business product so keep that in mind when you’re brainstorming different wording options.<\/p>\n\n\n\n
Tactic 5: Test Ad & Landing Page Integration<\/strong><\/h2>\n\n\n\n
A winning ad can fail if the corresponding landing page experience fails. Even the most perfectly optimized ad will underperform if your landing page doesn’t reflect the inital ad promise. Perfect integration of the two is the only way you’ll be able to convert traffic effectively.<\/p>\n\n\n\n
There are a number of things you need to test to makes sure you unify the entire journey from ad to landing page.<\/p>\n\n\n\n
Message Matching<\/strong><\/h3>\n\n\n\n
Ad-to-landing page tests are all about making sure you have consistent messaging throughout the conversion funnel. If your ad messaging doesn’t correspond with your landing page messaging, this creates a mental confict and a mismatch in expectations, which ulitately leads to increasing bounce rates.<\/p>\n\n\n\n
So it’s vital you test message consistency and work towards achieving the perfect balance between ad engagement and landing page conversion.<\/p>\n\n\n\n
A couple of things you can do to achieve this includes:<\/p>\n\n\n\n
- \n
- Maintain one core value proposition<\/strong> across ad and landing page, while adapting messaging style to different stages of the user journey.<\/li>\n\n\n\n
- Make your ad copy focuses on grabbing attention<\/strong> and capturing initial interest<\/li>\n\n\n\n
- Let your landing page copy provide the detail<\/strong> a prospect needs to convert<\/li>\n\n\n\n
- Get your landing page load speed up to scratch because this is one things that drastically impacts ad performance particularly with mobile-first consumption patterns.<\/li>\n<\/ul>\n\n\n\n
Mobile vs. Desktop Optimization<\/strong><\/h3>\n\n\n\n
The other thing you need to take into consideration is to make sure you adapt and meet the needs for desktop and mobile experiences. This will require separate testing approaches because you have different user behaviors and technical constraints for each.<\/p>\n\n\n\n
- \n
- Mobile users<\/strong> \u2013 Generally prefer simplified navigation and single-column layouts<\/li>\n\n\n\n
- Desktop users<\/strong> \u2013 Can engage with more complex information architectures so you have more to work with.<\/li>\n<\/ul>\n\n\n\n
Make sure you test both and take specific design approaches to acheive optimal performance across all device types.<\/p>\n\n\n\n
Form Fields & Length Reduction<\/strong><\/h3>\n\n\n\n
This is another area where many brands make a huge mistake. Having long or mulitple forms with manly fields to fill, can severly impact your conversion rates.<\/p>\n\n\n\n
While longer forms might generate higher-quality leads, you might also lose the potential customer in the process if you make it too long.<\/p>\n\n\n\n
Test your current form length and then try some different options to see if it makes a difference to conversion.<\/p>\n\n\n\n
Some best practices for form fields and length inclulde:<\/p>\n\n\n\n
- \n
- Keep it short <\/strong>\u2013 Generally, the less fields a prospect needs to fill out, the less friction there’ll be and the higher the rate of conversion.<\/li>\n\n\n\n
- Focus on 3-5 fields <\/strong>\u2013 Try to balance collecting enough data with providing a great experience, so aim for 3-5 fields maximum.<\/li>\n\n\n\n
- Match to funnel stage<\/strong> \u2013 If it’s just a doc download, make the form short, if it’s a free trial, add a bit more meat to it.<\/li>\n<\/ul>\n\n\n\n
Tactic 6: Testing Ad Timing & Scheduling<\/strong><\/h2>\n\n\n\n
The final tactic in our list is testing the timing of your ad campaigns. Here, it’s all about being strategic and systematic with your ad scheduling.<\/p>\n\n\n\n
This is one factor that sits completley outside of copy, creative and audience targeting factors, but which can make a huge different to how your ads perform.<\/p>\n\n\n\n
When you understand the patterns and fluctuations of of how ads perform at different time intervalas, you can make more effective budget allocations and improve testing validity.<\/p>\n\n\n\n
There are a number of test you can do to understand and landing the ideal ad timing send and schedule.<\/p>\n\n\n\n
![\"ad](\"https:\/\/www.redtrack.io\/blog\/wp-content\/uploads\/2026\/03\/ad-testing-tactics-Ad-Timing-Scheduling.jpg\")
<\/figure>\n\n\n\nDay-of-Week Performance Testing<\/strong><\/h3>\n\n\n\n
Testing different days of the week to run your ads can give you consistent patterns in audience behavior and conversion rates across individual days.<\/p>\n\n\n\n
- \n
- B2B campaigns<\/strong> generally perform better on weekdays<\/li>\n\n\n\n
- B2C campaigns<\/strong> generally do better when run on weekends.<\/li>\n<\/ul>\n\n\n\n
However, it’s good idea to test both and see when you achieve the best conversions so you can adapt your ad campaign schedule and allocate budgets to the best-performing days.<\/p>\n\n\n\n
Systematic Day-of-Week Testing<\/strong><\/h3>\n\n\n\n
Another test you can try is running identical campaigns on different days of the week. This type of testing helps eliminate “noise” because it makes sure performance differences are only attributed to the day instead of changes in creative assets or random chances.<\/p>\n\n\n\n
This test can:<\/p>\n\n\n\n
- \n
- Reveal high-intent windows <\/strong>\u2013 These are specific periods when prospects display a strong inclination to perform a certain action.<\/li>\n\n\n\n
- Optimize budget allocation<\/strong> \u2013 You might find that while clicks are cheaper on weekends, conversion quality is better on weekdays, so you might shift your budgets.<\/li>\n<\/ul>\n\n\n\n
Hour-of-Day Testing<\/strong><\/h3>\n\n\n\n
Then there’s the actual hour of the day when it’s best to sned your ads out into the world. You can test the same ad at different hours to see what the optimal timing for a specific audience segment and campaign objective is.<\/p>\n\n\n\n
For example:<\/p>\n\n\n\n
- \n
- Social media campaigns<\/strong> – Tend to perform better during evening hours when users have more leisure time for browsing.<\/li>\n\n\n\n
- Search campaigns<\/strong> \u2013 Tend to deliver peak performance during business hours for B2B offers or evening hours for B2C products.<\/li>\n<\/ul>\n\n\n\n
Seasonal Campaign Testing<\/strong><\/h3>\n\n\n\n
Another schedule testing tecqnique is looking at seasonal demand and compatibility patterns. If a certain product is needed at a certain time of year, you can strategically focus your ad campaigning during this core sales period.<\/p>\n\n\n\n
Now one thing you need to remember here is that peak demand periods generally have:<\/p>\n\n\n\n
- \n
- Short<\/em> windows<\/li>\n\n\n\n
- High<\/em> ad costs<\/li>\n<\/ul>\n\n\n\n
This is why testing during peak season campaigns is important and recomended \u2013 because it gives you a way to maximize your ROI by identifying the top-performing assets and periods for ad activaiton.<\/p>\n\n\n\n
Common Testing Mistakes to Avoid<\/strong><\/h2>\n\n\n\n
Before you get testing, it’s a good idea to run your eyes through some of the most common testing mistakes marketers and advertisers make. These will help you run your testing strategies properly so you and your team don’t waste time and money.<\/p>\n\n\n\n
- \n
- Testing too many things all at once<\/strong> \u2013 The problem with this appraoch is that you can’t be sure which “thing” makes a difference. That makes your insights a jumbled mess and almost useles for future campaigns optimizaiton.<\/li>\n\n\n\n
- Stopping tests too soon<\/strong> \u2013 <\/strong>Early results aren’t always indicative or reality because they’re based on the natural ups and downs of data and the fact that we’re all learning. If you stop a test before it reaches a decent volume, you’re basing your decisions on a snapshot in time rather than the complete picture.<\/li>\n\n\n\n
- Ignoring things that impact results<\/strong> \u2013 Things like news cycles and holidays impact performance. If you don’t account for those kinds of external factors you’ll end up misattributing performance changes to your test.<\/li>\n\n\n\n
- Testing the same people multiple times<\/strong> \u2013 If you’re exposing the same people to multiple versions of your test then your results won’t be worth much. You need to make sure you’re mixing it up and testing different audiences.<\/li>\n<\/ul>\n\n\n\n
Conclusion<\/strong><\/h2>\n\n\n\n
Ad testing is not about chasing quick wins. It’s about doing the hard work to trully understand what’s working and what isn’t.<\/p>\n\n\n\n
When you get a good testing system in place, you can make smarter ad budget allocaitons, up creative performance, and understand how different elements of your ad campaigns come together so you can come up with better ad ideas.<\/p>\n\n\n\n
It is about building a repeatable system. Once that lets you truly drive performance across creatives, audiences, messaging, landing pages, and timing. When take existing campaigns and approach testing methodically, you’ll have a relevant set of data to rationalize ad spend decisions because you’ll have something to show which key elements make effective ads.<\/p>\n\n\n\n
So a big part of ad testing will depend on having accurate advertising data. And this is where RedTrack<\/strong> comes in as your ad testing and optimizaiton partner.<\/p>\n\n\n\n
RedTrack is a server-side ad tracking and performance analytics tool that’s been built for performance marketers, media buyers, marketin agencies and brands. It lets you accurately track conversions<\/strong>, attribute results <\/strong>to multiple channels, so you can see which ads, audiences, and creatives are actually driving revenue.<\/p>\n\n\n\n
When you power up your testing efforts with clean, unbiased attribution data, you can validate test outcomes, eliminate wasted spend, and scale your ad efforts properly. Want to see RedTrack in action? <\/a><\/p>\n\n\n\n
Sign up for our 14-day free trial<\/a> or book a demo<\/a> to get a full walk-through of the tool that might just make the biggest difference to you ad campaign budget optimization this year!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"
If you want to find out which of your ads work best and which are complete flops, you need to…<\/p>\n","protected":false},"author":9,"featured_media":12720,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_ap_featured_post":false,"footnotes":""},"categories":[186],"tags":[],"class_list":["post-12716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"\n
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- Stopping tests too soon<\/strong> \u2013 <\/strong>Early results aren’t always indicative or reality because they’re based on the natural ups and downs of data and the fact that we’re all learning. If you stop a test before it reaches a decent volume, you’re basing your decisions on a snapshot in time rather than the complete picture.<\/li>\n\n\n\n
- High<\/em> ad costs<\/li>\n<\/ul>\n\n\n\n
- Search campaigns<\/strong> \u2013 Tend to deliver peak performance during business hours for B2B offers or evening hours for B2C products.<\/li>\n<\/ul>\n\n\n\n
- Optimize budget allocation<\/strong> \u2013 You might find that while clicks are cheaper on weekends, conversion quality is better on weekdays, so you might shift your budgets.<\/li>\n<\/ul>\n\n\n\n
- B2C campaigns<\/strong> generally do better when run on weekends.<\/li>\n<\/ul>\n\n\n\n
- Focus on 3-5 fields <\/strong>\u2013 Try to balance collecting enough data with providing a great experience, so aim for 3-5 fields maximum.<\/li>\n\n\n\n
- Desktop users<\/strong> \u2013 Can engage with more complex information architectures so you have more to work with.<\/li>\n<\/ul>\n\n\n\n
- Make your ad copy focuses on grabbing attention<\/strong> and capturing initial interest<\/li>\n\n\n\n
- \u201cBuy Now\u201d <\/strong>(great for direct response and bottom-funnel target market campaigns)<\/li>\n\n\n\n
- Long-form copy<\/strong> \u2013 Best for technical products and services where building authority and detaield explanations are priority. This type of copy works well BoFu content and invovles storytelling and focuses on educating customers and builidng deeper connections. Howeverm it does take longer to produce (more resource-heavy) and there is the risk of you losing the reader’s attention if the copy isn’t engaging enough.<\/li>\n<\/ul>\n\n\n\n
- Aspiration-focused copy<\/strong> \u2013 Focuses on emphasizing goals and desired outcomes for the future. It builds positive emotions like excitement and inspiration.<\/li>\n<\/ul>\n\n\n\n
- Logical appeals <\/strong>\u2013 Use copy that targets rational benefits, outines comparisons, and gives detailed explanations of your product or service.<\/li>\n<\/ul>\n\n\n\n
- Features-focused headlines <\/strong>\u2013 Concentrate on explaining your product’s specifications and capabilities.<\/li>\n<\/ul>\n\n\n\n
- Different retargeting windows <\/strong>(1 day, 7 days, 30 days) behave differently<\/strong> depending on industry<\/li>\n<\/ul>\n\n\n\n
- Compare converted prospects by gender<\/strong><\/li>\n<\/ul>\n\n\n\n
- Behavioural-based targeting<\/strong> focuses on showing your ads to people based on their online activity<\/em> (what they actually do online).<\/li>\n<\/ul>\n\n\n\n
- Interest-based targeting<\/strong> focuses on the things people say<\/em> they like and want. These are user-declared preferences.<\/li>\n\n\n\n
- Lookalike audiences <\/strong>\u2013 These are built using advanced algorithms and machine learning where the demographics, traits and behaviors of your current audience is analyzed and a “lookalike” audience is created. Targeting this group lets you reach a bigger crowd to expand your customer base. This gorup usually starts with lower converstions, but as the algorithim gets better at mirroring your true audience, conversions improve.<\/li>\n<\/ul>\n\n\n\n
- Custom audiences<\/strong> \u2013 This is built form website visitors, email subscribeers and possiblt previous customers that show high conversions, but it’s limited in size and scale opportunity.<\/li>\n\n\n\n
- Keep targeting, budget, and scheduling the same<\/strong> across both groups<\/li>\n\n\n\n
- Same<\/em> budget<\/strong><\/li>\n\n\n\n