Episode 8: The Art and Science of Testing in Digital Marketing

All Things PPC by PPC Geeks

Testing is a fundamental principle of digital marketing, crucial for optimizing ad performance and driving continuous improvement. Proper testing allows business owners to systematically evaluate different variables, such as ad copy, headlines, images, and audience segments, to determine what resonates best with their target audience. Testing allows you to identify what works and maximize your efforts, thus making data-driven decisions that enhance campaign effectiveness. Continuous testing not only helps in uncovering what’s working but also in adapting to the rapidly changing digital landscape, ensuring that your marketing strategies remain relevant and effective.

In this episode, we discuss the principles of testing, its importance in digital marketing, and key strategies for effective testing with Dan, a co-founder here at PPC Geeks. Drawing from his background, Dan shares insights from over two decades of experience in testing.

Tune in!

Key Highlights from the Show

[00:01] Intro and what in for you in today’s show with Dan

[01:03] What testing mean in a digital ads context

[02:16] Why you should test no matter the size of your account

[05:23] What you need to start tracking and testing

[07:01] How much budget to allocate to testing

[09:23] What's A /B testing, and how and when to set it up

[12:48] How to test descriptions, headlines, and other different elements,

[16:49] Conversion per impression and why it’s important

[23:22] Accurate conversion tracking

[24:20] Tips to take away from the show on testing

[27:22] Wrap-up and end of the show

Notable Quotes

• The main reason you want to do testing is to continually get better, and there are a lot of different aspects you can test. - (07:43)
• Digital marketing moves so fast, so testing is a key pillar of what we do, and anyone doing digital marketing should do it.- (04:50)
• One mistake people make is ending the test too early and starting biasing towards one that is just beginning to tip without running it through its full cycle .- (16:35)
• If you don’t have accurate conversion tracking and don’t know your numbers, that’s a recipe for disaster.- (20:26)
• The whole reason to have a test is that you're trying to do something, so know what you're testing and why you're testing it.- (21:42)

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