As a digital marketer, finding the right message and creative that resonates with your target audience is key to driving revenue and ROI. Focusing on click-through and view-through rates isn’t enough; instead, aim to measure the value of inbound leads and website traffic generated by your advertising creatives.
To deliver the right message to the right person at the right time, you need to understand your target audience, their pain points, and what resonates with them. A/B testing is necessary to validate different messages and creatives, but measuring what matters is expensive and time-consuming.
Here are some tips to help you find the right message and creative for your target audience:
Measure What Matters
Messaging and creative directly affect every critical component that drives revenue, so it’s essential to get it right. Value-based optimization and monitoring is essential to drive not just the conversion rate but also the value of those conversions.
Use Generative AI Models
Generative AI models can help you produce different creative variants and flavors of the message. This can help you test more hypothesis per advertising dollar or unit of time.
Prioritize Your Hypothesis
There is no shortage of hypothesis, but you need to find the right message for each of your target audience personas and segments. You need to prioritize your hypothesis to test and find a way to test more hypothesis per advertising dollar or unit of time.
Measure Mid-Funnel Leads
Measuring quality leads or orders is critical but rare and expensive, so measuring mid-funnel leads could be a good compromise. You can measure the value of inbound leads and website traffic generated by your advertising creatives, and use this to optimize your messaging and creative.
Validate Your Results
Statistical significance is a measure of how sound your results are and how stable they would be in the future. You need to validate your results using A/B testing and measure the significance of your results.
Here are some useful resources to help you refine your messaging and creative to drive more revenue and ROI for your business:
- Modern Guide to Lead Qualification by Clearbit
- Data-driven Automation on Google and Facebook Ads by Webmechanix
- Tomi.ai A/B Testing Calculator
In conclusion, finding the right message and creative that resonates with your target audience is a crucial part of driving revenue and ROI for your business. By measuring what matters, using generative AI models, prioritizing your hypothesis, measuring mid-funnel leads, and validating your results, you can refine your messaging and creative to drive more revenue and ROI.
To learn more about finding the right message and creative, watch our webinar on advanced A/B testing. We cover how to pick the right metric, maximize revenue and ROI, and validate your results.
