Creative testing: Why is the control so hard to beat?

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30-second summary: Facebook’s split-tests appear to maintain a creative history for the control ad. This gives the control a significant advantage with Impressions Per Thousand (IPM) testing. Facebook can also group variations with a similar look and feel to the control. So similar-looking ads may also start with a higher IPM. Creative concepts that are visually very different from the control do not share a creative history. IPMs for these variations tend to start near zero. New, “out of the box” visual concepts may require more impressions for Facebook to quantify their performance. High-performance creative is a rare thing for social advertising. In our experience, after spending over $3 billion dollars driving UA across Facebook and Google, usually only one out of twenty ads can beat the “best performing control” (the top ad). If a piece of creative doesn’t outperform the best video, you lose money running it. Losers are killed quickly, and winners are scaled to the moon. The reality is, a vast majority of ads fail. The chart below shows the results of over 17,100 different ads. Spend is distributed based on ad performance. As you can see, out of those 17,000 ads, only a handful drove a majority of the spend. The high failure rate of most creative shapes creative strategy, budgets and ad testing methodology. If you can’t test ads quickly and affordably, your campaign’s financial performance is likely to suffer from a lot of non-converting spend. But testing alone isn’t enough. You also must generate enough original creative concepts to fuel testing and uncover winners. Over the years, we’ve found that 19 out of 20 ads fail (5% success rate), you don’t just need one new creative: You need 20 new original ideas or more to sustain performance and scale! And you need all that new creative fast because creative fatigues quickly. You may need 20 new creative concepts every month, or possibly even every week depending on your ad spend and how your title monetizes (IAA or IAP). The more spend you run through your account, the more likely it is that your ad’s performance will decline. So, we test a lot of creative. In fact, we produce and test more than 100,000 videos and images yearly for our clients! But we don’t just test a lot of new creative ideas. We also optimize our creative testing methodology. That might sound a little “meta,” …

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Should You Test That? When to Engage in SEO Split Tests

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Posted by Portent This blog was written by Tim Mehta, a former Conversion Rate Optimization Strategist with Portent, Inc. Running A/B/n experiments (aka “Split Tests”) to improve your search engine rankings has been in the SEO toolkit for longer than many would think. Moz actually published an article back in 2015 broaching the subject, which is a great summary of how you can run these tests. What I want to cover here is understanding the right times to run an SEO split-test, and not how you should be running them. I run a CRO program at an agency that’s well-known for SEO. The SEO team brings me in when they are preparing to run an SEO split-test to ensure we are following best practices when it comes to experimentation. This has given me the chance to see how SEOs are currently approaching split-testing, and where we can improve upon the …

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Should You Test That? When to Engage in SEO Split Tests

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Posted by Portent This blog was written by Tim Mehta, a former Conversion Rate Optimization Strategist with Portent, Inc. Running A/B/n experiments (aka “Split Tests”) to improve your search engine rankings has been in the SEO toolkit for longer than many would think. Moz actually published an article back in 2015 broaching the subject, which is a great summary of how you can run these tests. What I want to cover here is understanding the right times to run an SEO split-test, and not how you should be running them. I run a CRO program at an agency that’s well-known for SEO. The SEO team brings me in when they are preparing to run an SEO split-test to ensure we are following best practices when it comes to experimentation. This has given me the chance to see how SEOs are currently approaching split-testing, and where we can improve upon the …

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The 5 Best Facebook Ad Companies of 2020

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2.6 billion. That’s the total number of people on Facebook today. This also means you get direct access to 2.6 billion people on a single platform. So why not make the most of this opportunity and use Facebook to market your products and services for generating leads and driving sales? Advertising on Facebook can be customized to suit your brand image and business goals. You can focus your efforts on a very specific target audience and create a lot of buzz for your offerings – all this without breaking the bank! It’s actually quite cheap to reach out to people on Facebook, with a plethora of options available at your disposal, such as pay per click or per email conversion. Plus, according to research : Facebook ads reach 1.95 billion of the total active users, which is a staggering 32% of the world’s population over the age of 13. Globally, …

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How to Leverage Storytelling to Increase Your Conversions

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In the not so distant past, I embarked on a journey to grow NeilPatel.com to 100,000 blog readers . At the end of every month, I shared my traffic stats and the changes I’d made. That storytelling strategy went on to help my blog reach over 100,000 views a month — in only about eight months. As marketers, we use storytelling to help make our ideas stick. We create stories to help prospects understand our products, use company stories to build trust and transparency with consumers, and include stories in sales pitches to help persuade. Why does it work? Competition in native advertising and social media marketing is fierce. And, the rate at which great content is being produced and published on the web and across the media channels is expanding. Our readership is drowning. Most people scan web content, looking for something that stands out. If they don’t find …

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How to Choose The Right Facebook Ad Agency

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Facebook isn’t going anywhere, anytime soon. With more than 2.6 billion users worldwide – or nearly 28.5% of the total global population – the platform has seen unprecedented success. This also translates to several other advantages that you may not be familiar with: Approximately 1.65 billion users see Facebook ads, out of which 1.21 billion are between the ages of 13 and 34. An average Facebook user clicks on 12 ads per month. Facebook users watch around 100 million hours of video a day. Plus, nearly 70 million businesses have a Facebook page, which sheds ample light on its importance in today’s world. In short, Facebook is still a force to be reckoned with – at least where ads are concerned. With such excellent stats, converting visitors into customers should be easy, right? Wrong. You see, there can be various reasons why your Facebook ads don’t convert . One of …

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Page Authority 2.0: An Update on Testing and Timing

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Posted by rjonesx. One of the most difficult decisions to make in any field is to consciously choose to miss a deadline. Over the last several months, a team of some of the brightest engineers, data scientists, project managers, editors, and marketers have worked towards a release date of the new Page Authority (PA) on September 30, 2020. The new model is exceptional in nearly every way to the current PA, but our last quality control measure revealed an anomaly that we could not ignore. As a result, we’ve made the tough decision to delay the launch of Page Authority 2.0 . So, let me take a moment to retrace our steps as to how we got here, where that leaves us, and how we intend to proceed. Seeing an old problem with fresh eyes Historically, Moz has used the same method over and over again to build a Page …

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YouTube Dominates Google Video in 2020

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Posted by Dr-Pete In a study of 2.1M searches and 766K videos, YouTube accounted for 94% of all video carousel results on page one of Google, leaving little room for competition. Even the most casual video aficionado knows YouTube (acquired by Google in 2006). As a Google search user, you may even feel like you encounter more YouTube videos than videos from other sources, but does the data back this up? A Wall Street Journal article in June 2020 measured a strong advantage of YouTube in Google search results, but that article focused on 98 hand-selected videos to compare YouTube to other platforms. Using a set of over two million Google.com (US) desktop searches captured in early October 2020, we were able to extract more than 250,000 results with video carousels on page one. Most organic video results in 2020 appear in a carousel, like this one: This carousel appeared …

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Why digital transformation should be your new demand gen strategy

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30-second summary: Ensuring that your business has the right digital tools can facilitate growth by enabling marketing and sales teams to improve brand engagement, better analyze data, more easily create content, and improve CX. Demand generation is facilitated by the right tools which can help marketing teams scale activities such as content management, lead nurturing, social media optimization, ABM, and more. There is no such thing as an average martech stack. Customization of tools is key to figuring out what works for you to achieve business growth. Chiefmartec’s Stackie awards include nearly 50 illustrations of martech stacks from a vareity of businesses which demonstrate how varied martech stacks can be. Incorporating tools that enhance and facilitate customer experience is an important (even critical) ingredient to using digital transformation for demand gen. Using technology to enhance business processes is nothing new. The very first business computer — The Lyons Electronic Office …

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A definitive guide to video marketing 2020: Stats, strategies, and challenges

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30-second summary: Today, video marketing is a tool for building every marketing campaign, raising click-through rate, conversion rate, and memorability of the brand message. Although nearly 63% of marketers regularly use video marketing strategies, lots of them don’t know that the right ad formats and platforms can do wonders for their ad campaigns. Piling up the freshest conference insights with the customer data aggregated by SmartyAds DSP, I made a short and definitive video marketing guide specifically tailored to the year 2020. More on video marketing strategies that will work in 2020, stats, platforms, and challenges. Everyone agrees — the future of video marketing is bright and filled with innovations. Still, no one is talking about how to overcome challenges to get the most out of application strategies. What is video marketing in 2020? Today, it is a tool for building every marketing campaign, raising click-through rate, conversion rate, and …

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How Low Can #1 Go? (2020 Edition)

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Posted by Dr-Pete Being #1 on Google isn't what it used to be. Back in 2013, we analyzed 10,000 searches and found out that the average #1 ranking began at 375 pixels (px) down the page. The worst case scenario, a search for "Disney stock," pushed #1 all the way down to 976px. A lot has changed in seven years, including an explosion of rich SERP (Search Engine Results Page) features, like Featured Snippets, local packs, and video carousels. It feels like the plight of #1 is only getting worse. So, we decided to run the numbers again (over the same searches) and see if the data matches our perceptions. Is the #1 listing on Google being pushed even farther down the page? I try to let the numbers speak for themselves, but before we dig into a lot of stats, here's one that legitimately shocked me. In 2020, over …

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