The creative testing process
We ran through the following five-step process with our automotive client to test and optimize the creative. Clearly, this simple five-step process I laid out is easier said than done, so let's look at how to do it:
Step 1: Run a Control Group test, also known as Run of Network, to set the benchmark.
• The client sent us a set of creatives that we ran across our network, without targeting in place. The CTR of the ad campaign came back at .05 percent. Brand awareness versus the control group received zero lift.
Step 2: Select the targeting methods used to reach the desired target audience.
• The client decided to target its audience via contextual, behavioral and demographic targeting.
Step 3: Craft the messaging and images to speak to the different groups individually.
• The client provided customized imagery and messaging for each of the targeted audiences, as we reviewed in the previous section.
Step 4: Start the optimization process of deciding which creative messages should run to each group based on the data received from the testing phase.
• We ran through approximately 10 percent of the client’s budget and began the optimization process.
Step 5: Within days, we reported to the client that the campaign was exceeding their goals-- clickthroughs and engagement (i.e., page views after the click).
