Following on from our last blog on split testing, a few of our readers called wanting to know how to target their PPC campaign properly and that’s eaten into quite a bit of time this week. It was my fault for telling you all to contact us if you needed any help, but this week, I’m going to try to answer some of those questions. As most revolved around how to use the data, I realised there was a lot still left to the imagination and I’m going to show you how you should fine tune your PPC campaign until it becomes laser targeted.
What’s the ‘A’ and What’s the ‘B’ in A/B Split Testing
Okay, so this is obvious to someone who has done round after round of split tests, but some people struggle with where to start. As a rule, you should plan your split tests with very broad variables at the start. To target your ads, you need information about your target market and that’s all split test does…provide the information you need. By starting with an open mind, your data will do the decision-making for you.
Identifying the Target – Level 1
I tend to start with a variable that encompasses all my perceived target market, but keep it as broad as possible. So for example, I will have a demographic in my mind for a certain product and for this example, let’s say that product is bedroom furniture. I will have worked out that my target audience is someone in their twenties+ and it doesn’t matter if they are single, married, have children or grandchildren because pretty much any of those people could buy a wardrobe. You might also sell first-time buyers looking to kit out their new home or people who are moving to a new house or upgrading their existing furniture.
When I have an idea of the target market, I can drill down the most profitable ways to target ads by specifically aiming at certain people in the broad age, sex and location or income bracket for my client’s campaign by running some split tests. So one PPC ad might say “Great Deals when you Upgrade your Bedroom” and the other might say “Great Deals on First-Time Buyer Bedrooms”.
Servicing the Market – Level 2
Now you have an idea of who you want to market to, you need to split test the product that sells well. Many PPC professionals make the mistake of jumping to the product, before they know the market. If you have no idea who you are selling to because you skipped the part where you identify the target, how can you know what to sell them? You can spend weeks drilling down the target identification, but when you have a good idea of who is buying, you can offer something more specific and get better results.
Let’s assume (for now) there are more people upgrading than buying their first wardrobes. You can perform a test that aims at mid to high end products because it’s often these that people are upgrading to rather than lower cost products usually afforded by someone on a tight budget in their first home. So one PPC ad might read “Great Deals on High-End Fitted Wardrobes” and another might read “High-End Free Standing Wardrobes”. Obviously, there are many more products or ways to find the right product, but these are just quick examples.
Testing Motivation – Level 3
Nearly all sales result from at least one motivating factor. When you have the demographic and product nailed down, you need to find out what the best motivating fact is for your client’s target market. You can test with ads that read “Great Deals on Big Storage Wardrobes” or “Great Deals on Super Stylish Wardrobes”. I’m sure you have the idea by now, but you have to keep changing and testing to stay with your best ROI. Like with all split tests, there are many variations, but you need to use your head and work with one or two at every stage. When you have a result for Level 1, go back and change ‘B’ to something else so that you are continually trying to improve ‘A’.