7 Run Test Strategies To Get Cost Less Ad
- 05 September 2023
In the competitive world of business, it’s critical for companies to minimize expenses and maximize efficiency. However, running advertisements usually incur high costs. You must have a reliable testing strategy to achieve cost less ad campaigns.
Here are 7 effective run test strategies that can help you achieve cost less ads!
1. Split Testing
Split testing is a form of A/B testing. It is a simple but effective method that compares the performance of two webpage versions.
Version 1 is the control (original) and Version 2 is the variation. The two different web pages are tested with two non-overlapping, randomized audiences. The recommended test time is 7-14 days.
You can test different variables:
- Headlines and subheadings
- Engagement rate
- Call-to-action (CTA)
- Pain points
Benefits of Split Testing
1) Test a different version without changing the original web page
Split testing is excellent for testing a second version of your webpage without changing the original. The second version is hosted at a different URL.
2) Identify most effective elements
You can isolate the most effective elements of your web page to optimize them for best results. You will also know which areas need future improvement.
3) Gather data to drive conversions and engagement
Businesses use split testing to improve conversions, engagement, and track bounce rates.
4) Achieve less cost ad
Split testing achieves cost less ad because it is data-driven and objective. The results are accurate and help you develop effective solutions.
2. Lookalike Audiences
Lookalike audiences share similar traits with your existing customers.
Lookalike advertising systems are offered by some social media platforms like Facebook.
Facebook’s system identifies common traits and behaviors in your audience. Then, it searches for similar audiences with those characteristics.
Lookalike audiences could also be your current social media followers. Since they showed interest in your page, they are reliable indicators of your ideal target audience and customer base.
Benefits of Lookalike Audiences
1) Access to a similar audience
Set your ad to target individuals who are similar to your followers or existing customers.
You can reach out to audiences with the same traits as those who are already interested in your page!
2) Filter by specific characteristics
Add more parameters to select a specific target audience. Use demographic targeting and consider factors like age, gender, and interests.
3) Achieve cost less ad
Lookalike audiences are partial towards your brand. Targeting them helps create ads that better resonate with them and converts them into customers.
Retargeting is a similar strategy to lookalike audiences and has similar benefits. It targets people who previously interacted with your brand. For instance, those who visited your website or engaged with your social media accounts.
To retarget audiences effectively, you can divide them into groups. Facebook’s retargeting algorithm sorts your audience into low, medium, and high engagement segments. You can create personalized ads that are more likely to convert each audience segment.
4. Test Ad Design & Copy
Your ad placement, design, and copy has a significant impact on its effectiveness. By testing different ad placements, such as Facebook, Instagram, or Google Ads, you can identify which platforms are most effective for your target audience and focus your advertising efforts there.
You can test a few types of ad designs and copy:
1) Gain seeking ad copy
Gain seeking ad copy highlights the potential benefits that customers can get from using the product or service. It drives conversions by focusing on the customers’ material gains.
- A buy-one-get-one deal.
Copy: “Buy 2 and get 1 free!”
Impact: Appeals to customers’ desire to own more than what they actually need at a lower price.
- Emphasize the positive benefits. Copy: “Enjoy better health when you lose weight and exercise more.”
Impact: Emphasizes the positive benefits of buying or using the product or service.
2) Loss-aversion ad copy
Loss-aversion ad copy emphasizes the negative outcomes that customers can avoid by using the product or service. It highlights the dangers of not using this product or service. Such ad copy uses the universal human fear of risk and missing out to drive conversions.
- Preventing negative consequences by using the product or service
Copy: “Prevent premature hair loss by using natural herbal remedies.”
Impact: Appeals to risk-aversion to encourage customers to use the product or service.
- Limited opportunities and urgency
Copy: “Last 10 spots in our investing workshop!”
Impact: Emphasizes urgency and the risk of missing an opportunity due to limited vacancies.
3) Bold background ad design
Using a bold, bright color in your advertisement to attract attention. It helps the image stand out from the rest of the webpage or social network where it is hosted. Experiment with different bold colors to identify the most effective combination.
4) Call-to-Action (CTA)
The call-to-action is a crucial element of any ad campaign. You can test different CTAs to identify the most effective ones for driving conversions. Optimize or repurpose the best CTAs for maximum impact!
5. Deprivation Testing
Deprivation testing is ideal for elements that are difficult to A/B test. For instance, you can use it to test app store pricing, copy, and SEO performance.
Deprivation testing involves temporarily removing an advertisement from the market to measure its impact on sales. Test the direct effect of the advertisement on sales by comparing sales performance data with and without the advertisement.
Using this information, you can decide how effective the advertisement is. It helps you achieve cost less ads campaigns by removing ads that don’t improve your sales.
6. Precision Testing
Precision testing is more specific. It tests individual groups or segments to measure an ad’s impact on that particular group. After collecting data, you can refine the ad to optimize it for that specific segment or group of your target audience.
Precision testing isolates and identifies your highest-performing audience segments. You achieve a cost less ad campaign by spending on the most effective ads for a small group of target audiences.
7. Geography Testing
Geography testing is another method to run tests by region. It is comprehensive but requires more time and budget than deprivation testing.
This method involves randomly assigning ad variations to different geographical regions. You can also run the same ad in different regions to test its effectiveness across locations. Each region needs a similar total population size and a randomized demographic. You should also have a control population to compare your results against.
With the data, you can isolate specific regions with the best ad performance and increase ad spending on the regions with the highest performance. It reduces your overall ad spending and reallocates it to essential areas that drive sales.
Achieve Cost Less Ad Today!
In conclusion, running effective test strategies is a critical part of achieving cost less ads. By implementing the strategies mentioned above, you can identify the most effective elements of your ad campaigns, optimize them for maximum impact, and achieve your advertising goals at a lower cost.
Invest time to test your ad campaigns, and maximize your ad spending budget!
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