Testing stages
Posted: Mon Dec 23, 2024 9:43 am
Now let's move on to the steps. It's important to determine what exactly you're testing: keywords, headlines, ad texts, or something else.
Sometimes there are no sales for the first 20 clicks, and for the next 20, the phrase becomes the leader in efficiency. A significant number of clicks depends on the budget. In some niches, a click is more expensive, and we can rely on 10-20 clicks, which will lead to the shutdown of an effective phrase and lost profits.
Aim for 100 clicks - this is the figure that reduces calculation errors to 1%.
Case example
You run two ads with different headlines: “Best Python Courses” and “Python Learning for Beginners.” After 100 clicks on each ad, you analyze the results and see that the first headline brings in more conversions. This allows you to draw conclusions about your audience’s preferences.
Testing time
Testing should last at least 2 weeks so that analytics takes into account weekly fluctuations in demand. This way we will understand on which days buyers are less active and reduce rates on these days without losses.
Calculating the testing budget
To calculate the budget we use the formula:
Test number of clicks
=
Testing budget
Number of phrases × Average cost per click
If the number of clicks is less than 10, reduce the number of phrases. You can also divide the assortment into groups and bring them to the plus in turn.
For effective payback of the setup, it is necessary to consider that the budget for testing should not be lower than its cost. By investing more funds in testing, you can recoup the costs of setup faster.
Testing process for contextual advertising
Turn on traffic.
We get a significant number of clicks on the phrase.
We check if there were sales.
We check the bounce rate for a phrase.
If there is a high bounce rate and no sales, we disable phrases or reduce the bid.
We make a report on search phrases and collect negative phrases.
After several repetitions, only effective phrases remain. The budget decreases over time, and the profit increases.
ROI of context/targeting
An example of the payback of a marketing channel from connection to reaching a plus:
Advertising channel expenses are marked in red, net profit from sales through the advertising channel is marked in green.
Conclusion
Set aside a budget for traffic and, preferably, more than the cost of thailand dialling code setup. Do not evaluate the effectiveness of the campaign ahead of time - this is a mistake. It is better to pay attention to trends, how quickly the campaign approaches breakeven. Perhaps something can be done within the business to speed up this process.
Give the marketer feedback on sales. Perhaps the wrong clients come from advertising, and this can be adjusted in the settings.
Another important indicator is LTV (Lifetime Value) — the total profit that a client brings to the company. For example, if the net profit from one sale to a client is 1,000 rubles, we will spend less than 1,000 rubles to attract this client. If our average client buys several times and brings 3,000 rubles, our advertising opportunities increase, and the cost of attracting 1,500 rubles becomes attractive.
Thus, competitors who calculate LTV and work on customer retention allow themselves to bid per click, which at first glance seems unprofitable.
Learn more about other ideas and approaches to optimizing your work with contextual advertising at the "Contextual Advertising Workshop" . Register now — it starts on September 24, 2024!
Sometimes there are no sales for the first 20 clicks, and for the next 20, the phrase becomes the leader in efficiency. A significant number of clicks depends on the budget. In some niches, a click is more expensive, and we can rely on 10-20 clicks, which will lead to the shutdown of an effective phrase and lost profits.
Aim for 100 clicks - this is the figure that reduces calculation errors to 1%.
Case example
You run two ads with different headlines: “Best Python Courses” and “Python Learning for Beginners.” After 100 clicks on each ad, you analyze the results and see that the first headline brings in more conversions. This allows you to draw conclusions about your audience’s preferences.
Testing time
Testing should last at least 2 weeks so that analytics takes into account weekly fluctuations in demand. This way we will understand on which days buyers are less active and reduce rates on these days without losses.
Calculating the testing budget
To calculate the budget we use the formula:
Test number of clicks
=
Testing budget
Number of phrases × Average cost per click
If the number of clicks is less than 10, reduce the number of phrases. You can also divide the assortment into groups and bring them to the plus in turn.
For effective payback of the setup, it is necessary to consider that the budget for testing should not be lower than its cost. By investing more funds in testing, you can recoup the costs of setup faster.
Testing process for contextual advertising
Turn on traffic.
We get a significant number of clicks on the phrase.
We check if there were sales.
We check the bounce rate for a phrase.
If there is a high bounce rate and no sales, we disable phrases or reduce the bid.
We make a report on search phrases and collect negative phrases.
After several repetitions, only effective phrases remain. The budget decreases over time, and the profit increases.
ROI of context/targeting
An example of the payback of a marketing channel from connection to reaching a plus:
Advertising channel expenses are marked in red, net profit from sales through the advertising channel is marked in green.
Conclusion
Set aside a budget for traffic and, preferably, more than the cost of thailand dialling code setup. Do not evaluate the effectiveness of the campaign ahead of time - this is a mistake. It is better to pay attention to trends, how quickly the campaign approaches breakeven. Perhaps something can be done within the business to speed up this process.
Give the marketer feedback on sales. Perhaps the wrong clients come from advertising, and this can be adjusted in the settings.
Another important indicator is LTV (Lifetime Value) — the total profit that a client brings to the company. For example, if the net profit from one sale to a client is 1,000 rubles, we will spend less than 1,000 rubles to attract this client. If our average client buys several times and brings 3,000 rubles, our advertising opportunities increase, and the cost of attracting 1,500 rubles becomes attractive.
Thus, competitors who calculate LTV and work on customer retention allow themselves to bid per click, which at first glance seems unprofitable.
Learn more about other ideas and approaches to optimizing your work with contextual advertising at the "Contextual Advertising Workshop" . Register now — it starts on September 24, 2024!