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Evaluating Advertising Effectiveness
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Advertising can be evaluated before, during and after each campaign. The pre evaluation is referred to as a pretest. This is usually an attempt to test the effectiveness of how well an ad might work. Advertisers use a test audience called a consumer jury of potential buyers to test the advertised product.
In online marketing and advertising, there are many tools out there to help with market evaluation. One that we often use here at Area Web Solutions, is the Website Optimizer tool provided as a service by Google. This tool allows you to perform split tests aka A/B testing. This type of testing allows an advertiser to test different variations of an ad. Whether it be 2 different webpages or 2 different sites.
Once set up properly, you simply let Google randomly feed to 2 variations of the ad for a set period of time. Once enough time has passed, you can then compare the stats of each ad. At this time, you should ditch the low performing ad and keep the good one, plus create another variation. This is where you try ad A and B. B fails to produce results, so you keep ad A and create a different B ad. Run them together again and get rid of the low performing ad and create another in its place until you have fine tuned the ad to work as effective as possible. Rinse, wash, repeat, as I like to call it.
Call us to see how we can help your business run effective online ad campaigns. (616) 953-6185
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