If You Ain’t Testing, You Ain’t Tryin’
Written by Alison Carrico, SVL Senior Content Strategist
Compelling digital creative can make all the difference for your business. Great creative not only builds trust with your audience and drives consumer engagement, but it’s also good for business when that engagement results in conversions! So how do you know if your content is hitting the mark?
This is where Dynamic Creative Testing (DCT) becomes enormously useful. Instead of spending extra time and budget on A/B split testing (which isn’t necessarily a bad thing!) DCT in Facebook makes it easier and more efficient to test multiple new images, copy, and headlines at once.
We’ve cut our prospecting Cost Per Acquisition (CPA) by 50%
With Dynamic Creative, we can upload up to 10 pieces of creative in multiple ad formats (video, carousel, image, etc) combined with 5 different sets of copy and titles, and Facebook will automatically test each variation, working out the winning combination and messaging. Our team has been using DCT for a handful of brands in our portfolio, and we’ve cut our prospecting Cost Per Acquisition (CPAs) by 50%!
So what should you be testing for? Below are just a few different testing opportunities to start implementing for your brand:
Format: There isn’t one solid formula across all accounts for which format will perform best for any given brand. So try it all out! Should you lean in on video, GIF, static imagery, carousels, interactive ads?
Promotions: You may have been offering a 15% off incentive to new customers, but who knows if that’s the strongest offer to make your consumer click-through? Test out various promotions from percent off, dollar off, free gift with purchase, free shipping… the options are endless.
CTA: Don’t forget about your call to action! In Direct Response marketing, the CTA can make all the difference. Try out different call-outs from Subscribe Now to Order Today, or something a little more playful. Just don’t forget to tell your consumer to take action!
One tip to keep in mind is that, while constant testing is incredibly informative, you don’t want to test too much at once. Keep it simple and experiment with only one variable at a time. For example, if you’re testing imagery, you don’t want to also test new messaging at the same time.
Ongoing creative testing of messaging, imagery, format and more is imperative for scaling and growth. When you know what works best for your audience, you can continue to improve and generate higher ROAS, lower CPAs, and optimize spend.