Ad testing is important on both the supply side and demand side of the ad serving equation. AdPushup’s content primarily focuses on the supply side, but we would like to expand the knowledge base of readership to include some insights on the other approach, demand side advertising.
To help provide our readers with some high-quality knowledge and the associated data, we spoke with Jason Puckett, CEO & Founder of AdBasis.
AdBasis is an A/B and Multivariate testing platform for search, display, remarketing & mobile ads. Jason’s expertise resides in the ad testing arena and we can’t think of a better resource for our audience. Here’s what he had to say about the report his team has constructed about search ad data:
Ad testing is conducted for two main reasons: to optimize your ROI and to learn about your audience. Optimization is a relatively standard process, you can use technologies like AdPushup or AdBasis to improve your ROI over time and these upticks are easily quantifiable. The second purpose of ad testing, “learning”, is a little bit more difficult to grasp.
Advertisers need a way to understand which ad creative actually drives performance for specific audiences. Within the AdBasis platform, we track the metadata associated with each ad variation being tested. Our team collected the creative performance data for over 250,000 search ads and came up with 21 interesting trends that advertisers can implement in their daily ad strategies, which are compiled here in this infographic.
— Jason Puckett
For more information about demand-side ad testing, please visit www.AdBasis.com