Who is The Mystery Client?
For the last decade, Atlantic Computers has prided themselves on their product selection, competitive prices, and exemplary customer service. Many customers visit their Barbados Maxwell location to express fond memories of how they have been supporting the store since its “Oistins days” and we’re quite sure many of their long-time customers, who have become family, will agree with their slogan; “It’s worth the drive to Maxwell”.
Seeing how cost-effective digital marketing is as compared to traditional means of advertising; namely print, they have now fully embraced the new marketing paradigm and Atlantic Computers have been our client for some time. Of recent, we have been implementing organic and paid techniques to combat the Facebook Apocalypse (more on that next time).
When it came to the paid side of things we did some split testing for a particular campaign and we were able to achieve unexpected results. Let’s dive deeper.
Why Even Bother Testing?
We tested because we’re extra. Just kidding. We knew what was possible and we pushed the envelope. The goal is always to get the desired result at the lowest cost possible. Your ads don’t need to be seen by everyone and in any case, they shouldn’t be. Therefore for Atlantic Computer’s Barbados digital marketing campaign, we restricted the viewership of their campaigns to those who are most interested in your product or service. When it comes to Facebook ads especially, it doesn’t pay to be all things to all people, furthermore, it costs you.
Do I always have to test?
We had predetermined we were going to be running the campaign for about a week for our client and we knew that if it wasn’t optimized it would cost more than necessary. If it’s a case where you’re running an ad for a day or so with a limited budget then there isn’t much reason to test. However, if you’re going to be running a campaign for an extended period then, by all means, get your marketing hands dirty and run some tests. You may even be surprised, hopefully pleasantly, by your results. Split testing requires a minimum of 4 days with a minimum daily budget of $1 US. Even though we had an idea of what the ideal audience for this particular, campaign was, we wanted to make certain that we were being as thorough and cost-effective as possible.
The Numbers Don’t Lie
We set up an A/B split test (or more accurately an A/B/C/D split test) for audiences we created. If we had not tested out the Facebook ad, we would never have realized we could almost double our results while paying half as much than we otherwise would have.
Here is how our ad sets performed per result:
- Ad set A – $0.02
- Ad set B – $0.01
- Ad set C – $0.005
- Ad set D – $0.02
Guess which Ad set we went with.
These ads all had identical copy and content with the only variable being the audience. Not only did the audience associated with the winning ad set prove to be extremely cost-effective, but it scored a relevancy score of 8/10, meaning we had the right type of user engaging with the ad.