Ad Testing

July 8, 2013

Have you seen this ad before?

Stick With A Winner

It is important to test your ads to see which one performs the best. Here is an example of an ad that keeps on winning test after test. How do I know that this ad keeps on winning? Because they keep showing it over, and over, and over again. Advertisers don’t waste money on ads that don’t work…for very long. Sure, no one can assume that a banner ad that is seen for a little while works really well, but when the same ad shows up over and over again, over a long period of time, you know it is working.  I have noticed the same headline with a variety of different images, but for every one time I have seen a different image, I have probably seen this one 50x. They always revert back to what works.  In the advertising world we call it the highest converting ad. That means it most likely not only gets more clicks than the other ad variations, but it also drives the highest number of conversions (sales/calls/leads).I bet most of you recognize this ad. You have seen this ad or a variation of it for sure if you spend any time reading news and magazine websites. This type of banner ad that shows up at the bottom of a news story is brought to you by or a similar company. It is an advertorial banner ad that has been around for years.

Continue To Stick With A Winner

As a reminder, always be testing your ads, but never take down the winning ad.  You may be wondering what to do if your old/original ad keeps working years down the road. KEEP RUNNING IT! Ad exhaustion or ad fatigue takes longer to set in than you might think with online ads.  It seems to happen faster on Facebook than anywhere else, but I will leave that discussion for another day. Your time tested, successful ad will lose when ad exhaustion has set in or you create a better ad that outperforms, and that is when you should take it down.

Have an old ad that used to win? Try bringing it back. That sure seemed to work well for Grey Poupon.  Happy online advertising!

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