A few years ago, we’d spend most of our time testing audiences, creatives and offers. That’s no longer enough.
We’re constantly testing landing pages and on-page messaging, because that’s often where the next lift comes from. We’ve been testing different tools internally to help us launch more landing page variations without slowing the team down.
The number of pages we test should reflect the size of the account, just like the number of creatives does.
It matters even more if you’re running persona-based testing. If your ads speak to different audiences with different motivations, but every click lands on the same page, the message that earned the click disappears the moment someone arrives. Different audiences respond to different messaging, and sending everyone to the same landing page means you’re leaving a lot on the table.
When we’re analyzing an account today, we’re rarely looking at just one variable. We’re looking at:
- Product
- Offer
- Creative
- Landing page
- ROAS – platform ROAS here, or in an attribution platform, is still useful because it lets us compare tests apples to apples
Media buying has become much less about finding one winning ad, and much more about understanding which combination actually moves the business forward.