Paid media in eCommerce is very much a matter of trial-and-error. Once you've devised an advertising strategy, the majority of your time will likely be spent testing, iterating, and testing again. This process is known as ad testing.
Testing a paid advertisement generally involves swapping minor elements between two ad test pages — a visual component, a font, or a piece of copy — then assessing both ads to see which performs the best; rinse and repeat ad nauseam.
Caption: It's crucial to monitor your ad spend at every stage of a campaign
Ad testing helps ensure you make the most of your advertising budget. It takes a data-driven, iterative approach to paid media, and in the process helps you develop a better understanding of both your audience and your brand. In the long-term, it also helps you create and deploy better-performing ads.
All other things being equal, an eCommerce brand with a comprehensive ad testing process will always enjoy greater reach, impact, and ROI on its advertisements than one that doesn't test its ads at all.
Depending on your platform, there are many different ad testing tools and techniques available to you. However, they can all be boiled down to the following basic process:
Caption: Varos can show you where you're directing the most paid media spend — and by association, where you should direct the bulk of your ad testing efforts.
Although TikTok is gradually eclipsing its user base, Facebook is still one of the largest social networks in the world. With that said, paid advertising on the site is more challenging than ever. Facebook lead ad testing is therefore non-negotiable if you want your advertisements to have any chance of success.
Your options include:
Given that it remains the world's largest search engine, Google is still the reigning king of paid media, particularly since its parent company Alphabet also owns YouTube. It follows that in addition to a powerful suite of search engine optimization tools, Google also provides a multitude of options for testing ads within its Experiments tool.
Accessible within Google's Ads platform, Experiments automatically divvies up your ad spend between variations based on:
Most social networks and search engines provide their own tools for testing and optimizing your advertisements. Provided you've the right data available to you, this is also something you can do manually. If you'd rather not, some potential options for ad testing — and market research — include: