You can see, for example, which headlines are most effective with which images and calls to action. MVT also opens up a world of new possibilities for creative insight. Multivariate testing answers the “what ifs” of creative testing.Īutomated multivariate testing lets you test numerous creative elements all at once, so you can discover which combinations of assets drive the best results, and do so faster than sequential testing. The notion that “the whole is greater than the sum of the parts” can never be fully explored in sequential testing, leaving you open to missed performance opportunities. But what if, together, a non-winning image and a non-winning headline were some sort of ad performance power couple? While sequential testing delivers a deeper level of creative data than A/B testing, it can still leave marketers with a ton of unanswered questions.įor example, you test your images and find a winner, then test your copy and find a winner. Here are some highlights: Sequential testing is better than A/B testing, but leaves you wondering, “What if?”
SEQUENTIAL TESTING EXAMPLE PLUS
On the latest episode of Resting Ad Face, our VP of Performance Marketing, Susan Wenograd, and I talk through the pros and cons of sequential ad testing, plus how automated multivariate testing (MVT) is taking your creative testing and ad optimization to the next level. *Cue informercial-level exasperation.* There’s got to be a better way! (Not to mention the hassle of strategically naming and organizing assets and ad sets, as well as tracking ongoing test results.) Testing one element at a time can take months.
SEQUENTIAL TESTING EXAMPLE DRIVERS
And it can tell you a great deal about which creative assets are the main drivers of your ad performance.īut the biggest downfall of sequential testing is its lack of speed. Testing sequentially is a popular approach for many advertisers today. Upon finding a winning image, you might move on to testing headline variants with the winning image, still keeping the background color and offer the same. For example, you might first test a handful of images while keeping the copy, background color, and offer the same. Sequential testing, as applied to ad creative, involves testing different creative elements in your ads one at a time.
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