One of the great pros of digital advertising? It’s quantifiable, with data and metrics that tell us how ads are performing.
That means digital advertising is a relatively easy (and inexpensive) way to test your messages and learn what the strongest message is for your targeted audience.
It is easy to make assumptions about what will persuade and activate your audience, but what seems like a good message may not perform as well is reality as you think.
You may know that the number one issue is jobs and the economy, but you may not know the right way to express your stance on the issue.
Using the digital platform to test messages you plan to use on television or in direct mail can save you precious campaign dollars in the long run. Think of it as an inexpensive benchmark messaging survey.
Testing messages on digital does not require a large budget. With even a small budget, you can gather enough information to make an informed decision on which ad and message is performing the best.
You can compare and contrast multiple creatives to find the strongest message for your audience, or you can compare and contrast one creative with two different messages.
What are you testing?
- Specific messaging
WHAT TO LOOK FOR
After running your ads, look for these metrics to compare and contrast their effectiveness and decide which to move forward with:
- Click-through rates
- Recall rates
- Overall engagement
The Majority Strategies digital team of experts is ready to help. Get started today.