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When should I split test landing pages?

by ajensen
8 replies
First I just want to say thanks to all the Warriors out there. You've all been very helpful and I hope I can give back more than I've taken at some point down the road.

So the question is, When to start split testing landing pages?

I am basically wondering if I should start split testing before or after an ad is approved. It is my understanding many places approve ads not only based on the ad but also the landing page, offer, etc.

Should I just sneak in different landing pages after I've already gotten ad approval based on another landing page or does it even matter?
#landing #pages #split
  • Profile picture of the author williamrs
    It depends on the platform that you're using.

    However, what I do is split-test 2 or 3 landers right from the beginning. I create at least 2 (most of the times 3) very different landers and start the campaigns. After a certain number of clicks I determine which one is the winner and then remove the loser and start split-testing elements of the lander that performed well, such as headline, image, bullets, etc.

    Most platforms won't have problems with it, but I noticed that Facebook has a guideline that says that all the users need to be sent to the same page. To be honest, I have been ignoring this and submitting links where I'm roatating landing pages. Until this moment, it was not a problem and many ads of mine passed. However, if they start rejecting my ads because of this I'll simply test the lander separately (submit lander A, get x clicks and replace it with lander B, get x clicks and compare the results). Maybe it's not as efficient as rotating pages, but should do the work.


    William
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  • Profile picture of the author ajensen
    Thanks William. I've got three very different landers. I think maybe I'll set up the rotator but only point it at the landing page I think is most likely to pass. I'll just put in the additional URLs to the rotator after the ad is approved and then it's off to the races.

    It sounds like you're getting away with submitting the rotator in the first place so this should be overly conservative on my part. I'll give it a shot and find out.

    Thanks again.

    P.S. I wonder how Google calculates their quality score if you have a rotator for a PPC campaign?
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    • Profile picture of the author williamrs
      Originally Posted by ajensen View Post

      Thanks William. I've got three very different landers. I think maybe I'll set up the rotator but only point it at the landing page I think is most likely to pass. I'll just put in the additional URLs to the rotator after the ad is approved and then it's off to the races.

      It sounds like you're getting away with submitting the rotator in the first place so this should be overly conservative on my part. I'll give it a shot and find out.

      Thanks again.
      So we are talking about Facebook, right?

      Well, in this case, I have already had ads approved and then disapproved after getting only 20 or 30 clicks. Since I hadn't touched the landers (I submitted for the approval process with the rotator working), I assume that it was because the ads themselves. Actually, when I went check the "reason for disapproving" I noticed that the problem was related to my images.

      Anyway, what I want to say is that even if your ads pass with one lander, they still can disapprove them later if you add landers that are not compliant with their guidelines.

      As I said in my previous post, the rotator was not a problem for me until this moment. However, if you want to take the safer route you can simply split-test the landers separately.


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    • Profile picture of the author indexphp
      Originally Posted by ajensen View Post

      Thanks William. I've got three very different landers. I think maybe I'll set up the rotator but only point it at the landing page I think is most likely to pass. I'll just put in the additional URLs to the rotator after the ad is approved and then it's off to the races.

      It sounds like you're getting away with submitting the rotator in the first place so this should be overly conservative on my part. I'll give it a shot and find out.

      Thanks again.

      P.S. I wonder how Google calculates their quality score if you have a rotator for a PPC campaign?
      Just focus on testing

      1) Headline
      2) The hot spot (directly below the headline)
      3) Call-to-Action (the CTA should be in the hotspot as well as further down the page)

      Those 3 things are 10x more important than layouts, colors, etc... when you are starting a campaign. If you do decide to test 'different' kinda landing pages, test a review page, testimonial page, squeeze page, etc...
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      • Profile picture of the author ajensen
        Thanks. Yeah, Facebook only until I become profitable . Although, after that I am certainly going to try a few other things including PPC on Google.

        Hmmm... I guess I could just submit the rotator to start with. I'll just get it up and running now.

        indexphp, thanks, I am in fact trying the different pages such as review, squeeze, etc. It should be interesting to see what happens. After that I'll play with the text, color, etc.
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  • Profile picture of the author ajensen
    I just submitted three ads to Facebook for a test run this morning. I pointed them directly to my rotator (pointing to three landing pages) and they were all approved. Looks like the only thing to do now is to upload all the ads, cross my fingers, and optimize the campaign.

    Thanks everybody.
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    • Profile picture of the author williamrs
      Originally Posted by ajensen View Post

      I just submitted three ads to Facebook for a test run this morning. I pointed them directly to my rotator (pointing to three landing pages) and they were all approved. Looks like the only thing to do now is to upload all the ads, cross my fingers, and optimize the campaign.

      Thanks everybody.
      Great!

      Now, upload all your ads. Maybe some will get rejected (they seem to always find a reason to reject a few ads ), but hopefully most will pass.

      When you learn how it works and always get most of your ads approved consider buyin FB Ads Manager. It will allow to upload many ads without spending a lot of time.


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      • Profile picture of the author ajensen
        Yeah, just got done uploading the same ad with different images. Now I just need to permute the titles and the demographics... maybe I'll be done in another hour, or more.

        I'll definitely check out the Ads Manager. I don't think I'll be wanting to do this by hand too often. Is the software well maintained? If it's buggy or often out of date maybe I'll just write my own.
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