When you have a smaller digital marketing budget, you might think that testing should take a backseat to efficiency and driving conversions – but that would be short-sighted.
In order to stay competitive, continue to take up more market share, and keep up with the changing digital space it’s important to always be testing.
That said, you can test almost anything, but don’t get bogged down with your options. With a small budget, it’s important to focus on one or two tests at a time to make sure that you can reach statistical significance relatively quickly.
In this post, we’ll focus on some of the most important tests you can run:
1. Ad copy testing
2. Landing page testing
3. Testing new engines and ad formats
Ad copy testing
Ad copy testing can do more than lead to more efficient ads. It can be a very effective tool for testing messaging that you can apply to other marketing efforts like your website, emails, and other digital marketing collaterals. Testing different messages can also help to understand your customer base and the ways they engage with your ads. Is there something that is getting a strong CTR but not converting down-funnel? Maybe you aren’t qualifying the user. My recommendation is to run at least two versions of your ads at all times, with particular attention paid to calls-to-action, pre-qualifiers, and value propositions.
In the image below, a bunch of hotel aggregators shows different value propositions – discounts, price comparisons, and selection:
If you’re a hotel aggregator trying to draw eyes and clicks, consider those main value props and how to stand out from the crowd. If you have a unique selling proposition, for example, exclusive access to boutique hotels, use it and see how users react. – Read more