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Creatives best practices for an angle questions (5)

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Hi guys,

lets say i have the following angle:

"54% of women are more likely to date men with iphones, says iphone*retailers!"

Lets say i want to create 10 banners and two landers for this angle.

1) How should my banners look like at the start of a new campaign? Different header and subheader but with same visuals? Or can i also change the visuals? The goal is to find winners. Are there any best practices for this?

2) after i found some winners. Do i only change the visuals? Like images and colors? Just the small things?

3) basically the same question for landers. What are the best practices at the beginning of the campaign and what do you do when you find a winner?

4) where can i find examples landers for a specific angle?

5) how do you guys do it?

Cheers

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Hi, have you checked out these very detailed TIPS from Amy (vortex)?:

http://stmforum.com/forum/showthread...Banners-Part-1
http://stmforum.com/forum/showthread...Banners-Part-2

Hope it helps

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Oh my thanks Marina for recommending my threads...

The threads Marina suggested are on how to cut banners and landers. In addition, if you need a sample approach to testing banners please see:

http://stmforum.com/forum/showthread...l=1#post248574

The best thing to do is focus on testing the big things at first - mainly headline and image. Stuff like color and font etc. will usually not make a shitty angle convert all of a sudden, whereas headline + image can and will make/break a banner. Once you find a good headline+image combo you can test sub-text and CTA. Then maybe font and color. That's what I personally do anyway, everybody will have their own approach. The main thing to keep in mind is: Try to test elements that have the biggest impact on conversion rate first.


What I personally like to do is take the winners and create different combinations of their images and headlines, as you can see in my post in the link above. When you find a winner, what makes them winners may be because of their image, or the headline, or both. So by creating combinations I can be sure to find the best headline AND image of the batch.


Same thing I said for banners basically applies to landers as well. Try to test as broadly as possible in the beginning, then create variations of the best in subsequent rounds of testing.

You'd want to cut landers using a split-test calculator (please see part 1 of my stat sig thread). When you find a winner, you'll want to start another round of testing by adding more landers to the mix, and remember to include the winner from the previous round as the test control!


That would be REALLY hard unless your angle is already a popular one. What you CAN maybe do is, spy to see what lander types/designs people are using the most often (which is a better indication of success than nothing), use them as a template and replace the text with your angle.


Additional suggestion: Why not create more angles and test them at the same time so you have something to compare to? I'm not trying to jinx your current angle, but IF it doesn't work out you'll be faced with the decision on whether to ditch the offer or test another angle. And if you decide to test another angle, you'll kind of need to include this current angle in your testing in order to compare them. (Because you can't run one angle today and another angle tomorrow and try to compare performance - placements may be different, bids may be different, conversion rates will vary from day to day etc.) In which case you'll be spending twice the amount of money on testing the current angle twice. So you may want to consider testing at least 2 angles from the start.


Have fun with this!


Amy

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Yes i checked that awesome guide of Amy :-).

But what im looking for are answers / guidelines before / after the split testing part. What do you actually put into your banners and landers?

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Boy isn't that the most general question ever! But it's the most important question to ask when you're new.

The short answer is that you'll want to come up with advertising angles first, then make banners and landers to sell those angles.

Then you'd test those landers and banners to see which angle works best, and then try to make more banners/landers based on that angle and do more testing.


The long answer: We have entire forum sections dedicated to angles, banners and landers:

Angles and Copywriting

Banner and Lander Design

Programming and Scripts (many for landers)


Hope that helps!


Amy

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