I recently helped one of my clients write a script for a new Youtube video ad.
The previous Youtube video was still doing well, but he wanted to test something new (I helped with the previous script as well).
The new video outperformed the old one by a landslide.
It almost doubled the response…for close to two weeks.
Then, the response slowly declined. At the same time, the response of the old ad improved.
It’s over a month now and they’re both still running to the same ad groups.
The conversions are pretty close with one ad taking the lead for a few days and then the other ad takes over for a few days.
The test was a success, but not for the reasons the gurus often tell you.
And it’s one of the most common result I see from tests.
The overall cost per conversion has decreased because there are now two good video ads running. They’re not burning out the audience as quickly, and they’re attracting different segments of the audience. Adding more good videos is the next step.
If you test a great headline versus a poor one, the great headline is going to win by a landslide.
But when both versions are already great, the most common result is to see very little change in conversion.
Here’s where it gets tricky though.
If the versions are close to equal, the new version will likely win for at least the first few days.
It’s new to your audience. It’s fresh. It attracts those who didn’t respond previously.
That causes a lot of fakeouts.
It looks like the new version is a grand slam winner, but within a few weeks it barely moves the needle.
Because of this, I often ignore the first few days of a test, literally excluding those days when comparing the stats.
You’ll see your numbers are lot closer when you do this.
Of course, once in a while you have that grand slam winner. Awesome!
Does that mean all is lost when the new version equals the old?
No, you can often increase your conversions by using both versions.
In this simple example, both Youtube ads will continue to run…generating a little higher response overall.
Let’s say you test a video sales page versus a text page with little or no difference in the results.
Include both pages in your email follow-up.
Also try a link on the video version that links over to the text if they prefer to read.
What about two different headlines?
Same deal. Promote both at different times in your email follow-up and in your retargeting (match the emails and ad copy to the headline that best fits the theme your talk about before the link).
Of course, testing won’t work at all unless you know what to write to motivate your audience into action.
It creates clear, authentic messages with impact and without hype.
It connects with buyers on a deeper, more emotional level.
It multiplies the results of ads and anything else you’re doing.