Why You Must Test Ads
Testing ads is an essential part of any marketer’s life. Your offers change, your competition changes their offers, people change how they interact with messages, and without ad testing, you will quickly fall behind the competition.
By testing ads, you are ensuring that you are constantly trying to improve your marketing. When we look at accounts that do a lot of ad testing, especially in competitive markets, we generally see one of two trends emerge.
The first trend is where you see improvements; and then your account declines, then you test more and see improvement, and then you see declines.
This is common when your competitors are constantly changing ads or when the market conditions are always in flux; for instance, in the mortgage industry, there are market changes due to mortgage types, interest rate changes, and parts of the year when people are more or less likely to move.