{"id":118025,"date":"2024-07-03T07:11:00","date_gmt":"2024-07-03T04:11:00","guid":{"rendered":"https:\/\/www.aboad.fi\/?p=118025"},"modified":"2024-06-17T22:22:47","modified_gmt":"2024-06-17T19:22:47","slug":"ideas-for-a-b-testing-in-advertising","status":"publish","type":"post","link":"https:\/\/www.aboad.fi\/en\/blog\/ideas-for-a-b-testing-in-advertising\/","title":{"rendered":"Ideas for A\/B Testing in Advertising"},"content":{"rendered":"\n

In our previous blog post<\/a>, we discussed the use of the lean loop as a tool for A\/B testing.<\/p>\n\n\n\n

Since our documentation on the lean loop is full of testing topics, we have gathered tips in this blog post specifically for testing used in B2B marketing.<\/p>\n\n\n\n

Some tests have produced results that have been useful in improving advertising effectiveness, while at other times we have learned that there is no significant difference in which message angle or other testing target has been used.<\/p>\n\n\n\n

Test different channels<\/h2>\n\n\n\n

Test different advertising channels to determine if they are truly effective and if your target audience can be reached through them. This can be done by, for example, placing the same ad content on two different channels and simply observing which channel performs better.<\/p>\n\n\n\n

For example, LinkedIn may be a highly effective channel in some B2B industries, especially when targeting a narrowly defined decision-making audience, while in another industry, Facebook may work better.<\/p>\n\n\n\n

Choosing the right channels for your marketing efforts is always a major decision, so you should gain enough evidence to decide which channel performs better. Therefore, it\u2019s recommended to do multiple test rounds in order to clarify and confirm test results \u2013 Remember that different types of content may work differently in other channels, not to mention the various parts of the marketing funnel, so don\u2019t jump to conclusions too fast.<\/p>\n\n\n\n

Test placements<\/h2>\n\n\n\n

Which placement works better for ads: feed, stories, reels, or perhaps some other placement?<\/p>\n\n\n\n

When using automatic placements within a channel, it’s important to consider their impact on test results. You could also test whether automatic placement works better than manual placement.<\/p>\n\n\n\n

Test targeting<\/h2>\n\n\n\n


Audience targeting<\/h3>\n\n\n\n

Test different audiences, such as:<\/p>\n\n\n\n

    \n
  1. Targeted audience vs. its mirror audience (lookalike audience)<\/li>\n\n\n\n
  2. Targeted vs. retargeted audience<\/li>\n\n\n\n
  3. Remarketing vs. list audience<\/li>\n\n\n\n
  4. Broad vs. narrow audience<\/li>\n\n\n\n
  5. Custom audience vs. ready-made audience<\/li>\n<\/ol>\n\n\n\n

    Geographical targeting<\/h3>\n\n\n\n

    Audiences in different geographical locations can also be tested. You can also test broader and narrower geographical targeting in campaigns. For example, hyperlocal campaigns may be suitable for some needs.<\/p>\n\n\n\n

    Language versions (English\/localized) are often an essential testing target in international marketing, and if nothing else, they need to be considered when analyzing results between different language areas.<\/p>\n\n\n\n

    Test Other Campaign Settings<\/h2>\n\n\n\n

    Campaign Objective Testing<\/h3>\n\n\n\n

    Which campaign objective produces the best and most cost-effective results? You can test, for example, traffic or conversion objectives with the same content.<\/p>\n\n\n\n

    Definition of Conversion Events<\/h3>\n\n\n\n

    Does the conversion event defined for the campaign matter? Are the conversion numbers enough to optimize the campaign, or do we need another event on the conversion path for optimization?<\/p>\n\n\n\n

    Other Testing Targets<\/h3>\n\n\n\n

    Does the pricing strategy matter?<\/p>\n\n\n\n

    Is there a difference in advertising for different device types? Separate campaigns can be made for Android and iOS, for example.<\/p>\n\n\n\n

    Test Ad-Level Variables<\/h2>\n\n\n\n

    Ad Formats<\/h3>\n\n\n\n

    What type of content works in advertising for your target audience? Video ads, carousel ads, or image ads? Dynamic vs. manual content may also be worth testing.<\/p>\n\n\n\n

    Content and Message Angles<\/h3>\n\n\n\n

    You can test various message angles and contents with a suitable combination, such as:<\/p>\n\n\n\n