Hi
I read that one of the most important things to optimize campaigns is rotate different things to found which one is the most successful. It seems that three of the most important things to test are:
1 – Offers (split test)
2 – Landing Pages (color, headlines, images, etc.)
3 – Ads / Angles (images, text, colors, keywords, etc.)
Of course there are hundreds of things to test, but these three are the first things to focus on according to a few posts I’ve read. My question is, where do you usually configure this rotation? I believe it’s always on the tracker, but I’m a bit confused of what things are “rotatable” and where you can do it. I hope I’m not asking something silly. Thank you in advance.
I wouldnt call it "rotate" but more of a test.
Everything (pretty much) is a variable. So you should look at it like solving equations. Its not easy and not everyone is good at it, but the bottom line is that its methodical and practice makes perfect.
You should try as many combinations of variables you can in order to find the solution.
Offer/LP/Angle/Traffic source (and each of them also has its own sub variables like colors, keywords...) are all variables.
When you test such parameters, the main goal is to gather as much of statistics as possible, and then deeply analyze it, in order to optimize correctly (for example, to not cut a parameter with potential because of few negative numbers)
In almost all cases you need to use a tracker to perform a test, especially if you are working with pop traffic. Sometimes, if you work with banner ads, it's possible to set different offer links with different banners in several traffic sources, but that does not make much sense, since you still have tracking solutions that aim to make your work easier.
You got it right, the 3 you mentioned are the among the most important ones, but you need to add one more - traffic source or placements.
LPs and offers are usually rotated (tested) within the tracker - unless you are using a smartlink affiliate network - in that case, the offers are served by the affiliate network, based on a set of criteria. In case of directlinking, there are no LPs to test, so one less variable to focus on.
Banners or other types of ads are served by the traffic network, so you have to rely on them to rotate these for you - some networks use even rotation, some offer weighted one.
Placements or ad-zones are also managed by the traffic source, so you need to rely on their ad server to place your ads on the placements that they manage. Proper tracking will help you determine which placements or sources are not working for you.
Whatever you are testing, make sure you have tracking setup correctly, you need to be able to see what banners/placements/zones/LPs/offers are giving you conversions. Always use the most important dynamic tokens that the networks support.
Hi, thank you for you great and useful answers.