Using A/B testing principle to optimize the promotion of creativity

In the traditional advertising industry, advertising copy Creative is a very important link, a number of classic advertising copy, catchy, thought-provoking, by mouth spread. SEM also needs creativity. Many practitioners say that the promotion of creativity is very important to the quality of keywords, click-through impact; some people think, the idea of click-through, with the keyword bid, ranking has a great relationship, as long as it is not particularly unreliable ideas, OK, almost can, it is not a determining factor. Is the so-called 1000 cooks have 1000 hot and sour potato silk, in this I but more talk about the importance of creativity, first of all, we are more interested in, but also very practical creative optimization techniques.

Before I wrote two posts, one is about what the creative should show form, one is a simple introduction of A/b test, in fact, are in the pave for this article. If we start with a preferred form of creative presentation, so the later creative optimization, is simply nonsense, new ideas, the basic lack of opportunity to show, and you want to change the rotation, you are faced with a variety of promotional data decline, according to my observation, basically has a 10%-20% decline, the loss is very large. Of course, if your account is larger, the staff is not enough, busy, you can rotate for a period of time, replaced by optimization. After the optimization, the creativity of this piece is optimized, spend a lot less time and energy. For low budget accounts, small and medium account, personal advice or use rotation, not just to optimize the creative, and further, can also track the transformation of different creative data.

To get back to the bottom, I take the Baidu to promote the "English training" this industry as an example (their own projects can not share, I share the idea), how to use a/B testing principle to optimize creativity.

In the SEM process, we judge a promotion of the idea of good or bad, basically the idea of the click rate to determine. Most of our SEM practitioners know that in the promotion of creativity, the general will write their own company or product advantages, prices, discounts and other selling point information, in order to be able to pass a short 100 words, to attract visitors. Now we first go to Baidu to promote see: http://www.baidu.com/s?wd=%D3%A2%D3%EF%C5%E0%D1%B5&rsv_bp=0&rsv_spt=3&inputT=2858, " English training "What are the selling points of each organization in this industry:

1, free audition; 2, the Teaching of foreigners, 3, the class time is free; ———— forgive me, I search the word in Guangdong, look at those promotional ideas, and really did not draw from the idea of more selling points. OK, I add 1:4, training course tailored;

Well, for the "English training" industry, I summed up the 4 selling points, so how should we combine these selling points to write ideas? My opinion is: Of course we can't write a selling point in an idea, we can decide how many selling points of a creative idea according to the product selling point. For example, "English training", I have 4 selling points, then in the beginning of the test, a creative contains 3 selling points enough, then, after the combination, I can write 4 ideas, they contain different selling points, as follows:

Creative 1: Free audition, teach by foreigners, free class time

Creative 2, free audition, teach by foreigners, training course tailored

Creative 3: Free Audition, free class time, training course tailored

Creative 4: Foreigners teach, training courses tailored, free time for classes

And then through the creative rotation, without changing the premise of the bid, test three or five days, through the creative report, we can get these ideas of the click Rate, as follows (data by my fictitious, again, I share the idea):

Creative 1: Click-through-3.94%, Creative 2: Click-through-5.38%; Creative 3: Click-through-2.84%; Creative 4: Click-through-3.25%;

The click Rate data corresponding to the selling point, you can see the different selling points of click Rate, as follows:

Free Audition: (3.94%+5.38%+2.84%)/3=4.05%;

Foreigner Professor Teaching: (3.94%+5.38%+3.25%)/3=4.19%;

Free class Time: (3.94%+2.84%+3.25%)/3=3.34%;

Training courses Tailored: (5.38%+2.84%+3.25%)/3=3.82%;

By the way, someone might say, what if someone improves their ranking or lowers their rankings during the test? Relatively rare, especially in the mature industry, the share is almost fixed. Of course, in order to ensure the accuracy of the data, you can test for a longer period of time. Through the data, we can generally draw such a message-selling the "foreigners teach" the most important, followed by the "Free Audition", again, "training courses tailored." In the next creative process, long can be the most important selling points outstanding, such as writing in the creative title, written on the right side of the promotion link and the promotion of the left side of the creative link. Even after a long period of testing, long and solid, you can also strengthen such a selling point on the Web page (if you do not have the power and resources to mobilize other departments to do a A/b test, which at least allows you to promote the data from the boss to the site planning, operating recommendations).

So far, the idea of using a/b test to optimize the promotion of ideas is shared almost. As I said before Bovenri, A/B testing principle of a wide range of uses, in addition to the promotion of creativity, as well as customer service, product prices, website planning and so on. For Baidu to promote creative optimization, if you have any other ideas, remember to share to me. There is a poem written in this way, I think it is good: far as the ridge side into the peak, after the test to know the difference; do not ask passers-by where there is wine, he did not know the FA Chuen; just a moonlight light, where to two pairs of shoes before the bed, loved side know heartache, drunk before the wine thick. --No, no answer.

(This data is fictitious, if there are similarities, it is an accident.) )

Original address: Zeng Peng-hui sem blog http://www.zengpenghui.com/archives/402.html