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Theoretical banner split test question... (2)

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Lets say you have a funnel and you find a banner that is "break-even". What do you do at this point?

Do you split test sub-headlines, colors, CTAs etc?

And do you think such tests are even worth it considering how fast banners burnout?

Or should I just start over with a fresh set, angle, etc?

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I always try to figure out what made the banner good enough to break even.

So yes, I'd do the split tests you suggested, mainly the headlines and the main image.

So let's say 5 new banners with the same headline, just different images. And 5 new banners with the same image and 5 general headlines (angles).

Based on those sets, I try to determine whether it was the headline/angle or the main image ... if it seems like one was of more importance, I quickly make more variations with that winning image or headline/angle.

Banner do burn out quickly in adult, but I found out that some images (certain pose or type of a female) and some headlines (main idea of the angle) tend to last longer and it's possible to build many ads by tweaking them.

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