I am a little confused about launching angles for mobile campaigns
I understand there isn't any hard and fast rules but I am looking for somewhat of a template for launching angles for a campaign.
Do I
- create 1 angle with the same banner design for each size available (300x250, 320x50, etc...)? Maybe create two angles and split test?
Or do I create multiple angles (different copy, design, CTA), maybe (10) 320x50 and split test those and maybe keep the top three.
Any guidance is appreciated
I would pick your second option, with slightly different purpose.
I would create multiple angles, but focusing on the headline / copy first. Design does not matter much in the initial testing of angles.
The idea is to find which angles works for the offer, and continue from there with other variables (design, CTA, etc.)
If you have quite some budget, yes, definitely can go launching 10 angles (2-3 banners each), so around 20-30 banners.
If it's too overwhelming, try 5 angles, around 10-15 banners.
My recommended approach is to test 1 angle per campaign, with about 10 different banners for each angle.
Why? It's about isolating causes for effects.
If you've got a campaign with 10 banners, each of which is for a different angle, and one of them performs like gangbusters, you can't tell if it was an amazing banner or an amazing angle. Even with 2 or 3 banners it can be very hard to narrow down causes - image? Design? Headline? Angle?
However, if you're running a campaign on a specific angle with 10 banners, you can average to get a very good idea of whether the angle is working - then optimise to good banners from there.
In addition, many angles need a dedicated landing page. That's not possible if you're running 10 banners with different angles in a single campaign.
However, people do see success with both approaches - it's just that one offers easier deduction of exactly what's working and why.