Back to School Means Test and Learn

By Karen Huntoon

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Lead Digital Strategist

As we are in the middle of July, its not too early to think about holiday advertising.

Back to School is already in full swing and digital media costs will rise by September as traffic gets heavier for the peak holiday shopping season. Now is the perfect time to start testing your advertising concepts and strategy to keep you ahead of the competition.

Have you thought about complimenting your direct mail campaign with digital? Maybe its time to try targeting your direct mail audience online? How much should you allocate towards mobile vs desktop? Is Facebook Audience Network a good placement option for your audience or should you stick with solely Facebook and Instagram? Maybe it’s time to test a Model of your audience to grow your customer base? What are the best offers, creative images, or ad types to use?

The answer to all the questions above is A/B testing.

A/B testing, also called split testing, is a method by which you find out which ad headlines, body copy, images, placement types, call-to-actions, or a combination of the above work best for your target audience. It’s also a good way to test how responsive your direct mail audience is when they receive both a mail piece and digital ad, against digital or direct mail alone. A/B testing can tell you a great deal and is easy to implement with digital creative in a few days on Facebook, Instagram, or Facebook Audience Network.

Things change so fast and furiously on Facebook and Instagram, A/B testing now gives you the opportunity to keep up with those changes and evaluate the responsiveness of your audience before peak shopping season.

About LiftEngine

Since 2005, LiftEngine's primary mission has been to help clients better understand and connect with their most responsive prospects and customers, online or offline. Our expertise is behind the marketing campaigns of 400+ clients.

Behind LiftEngine is LiftBase, our proprietary addressable consumer database. Comprised of 250 million US consumers, 140 million US households, and 1,000+ enhanced data elements, LiftBase powers our audience development services and industry-leading products, PortalLink and LaunchPad.

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Published on Jul. 13, 2016, Last Updated on Aug. 01, 2022