Businesses should match the tone of their ads with that of their landing pages.
This piece suggests marketers should take a month and then a seven-day window to test their ads’ performances. This OAR (Optimise, Analyse and Refresh) process, says businesses can continue with the ads if they are getting the expected conversions at the right time and price. Otherwise, they should consider changing the ad.
Brands should test at-least one variation of their short, medium, and long ad copies. Marketers can test three to five different images on their landing pages, including videos and GIFs to create a seamless experience.
Marketers should test click-through on the link to know who saw their ads and clicked over to their landing page. The author suggests businesses should test their Cost Per Mille (CPM) and landing page conversion rates to make their ads effective without spending much on them.
[18 minute read]