Test social ad creatives strategically

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2021, 1:08 PM UTC

Do test ads across various ad placement options available as different placements can result in differing performance.

To begin social ad creative testing, start by brainstorming ideas and conducting a competitor analysis. Find out what has worked in the past and why. Consider target audiences’ age, interests, needs and desires, and analyse past creatives to find out the most appropriate platform and ad format to reach the brand’s audience.

The author recommends testing only 2-3 ads at a time. They should further consider factors like ad budgets and customer buying cycle. Along with evaluating test results on the basis on conversions, marketers should consider CPA, ROAS, CPC, CTR and more.

Businesses can run user-generated content or the endorsement of credible spokesperson against their in-house creatives while testing social creatives. Also, consider testing static images against video creatives or leveraging influencers.

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