how to do ad creative testing in adobe by maria corcoran

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Maria Corcoran – WW Search Marketing Program

Manager

@MariaCorcoran

How To Do Ad

Creative Testing in

Adobe


3 Takeaways

Define Framework

Deliberately Test &

Iterate Utilize Multiple KPIs


Merging Creative with Technical

Marketing Is

Math

Marketing is

Creativity


Adobe’s Testing Cycle

Define Elements

Establish Hypothesis

Build Variations

Validate Measurement

Confirm Significance

Adapt Iterations

Core ad copy vs extensions

Cost/benefit analysis

Requirements

CTR, CVR

Revenue in

short term

Tracking

Scheduling around

events


Time to Adapt

Plan for Failure

Don’t be married to a plan

Know your KPI’s

Set Expectations


Break the test into manageable pieces

Header

Value Proposition

CTA

URL


Use Case: January Creative Cloud (CC) Release

8

• Objective – Find the top message and landing page combinations to maximize

product downloads.

• Scope – North America only

• Test elements

• Up-funnel MESSAGE, CTA, & DESTINATION test

• Keywords – Photoshop, Adobe Illustrator, & In Design branded

searches showing no intent (core brand)

• MESSAGES to test – Feature vs Benefit vs Ease of getting started vs

top performer (baseline)

• KPI = CTR

• CTA’s to test – Get started vs try vs top performer (baseline)

• KPI = CTR

• DESTINATIONS to test – Point Product vs Download vs Creative

Cloud Learn

• KPI = Trial Download Attempt CVR

• Hypothesis – Feature + Try + Download will win due to release buzz and

shortest conversion path, however paid subs will drop in the short-term.

TDL = Trial Download ATTEMPT – clicks on the download button on download pages

(creative. Adobe)


Feature (2 variations)

New Photoshop CC Update

Change the viewpoint of a photo

after it's been shot. Get started!

www.adobe.com/PhotoshopCC

Benefit


More freedom, speed & power to make

incredible images real. Get started!


Easy to get started


Easier than ever to get the latest

Features of Photoshop. Get started!


Control

January Release Test Plan

9



after it's been shot. Get started!




after it's been shot. Try it!


Value Prop

Winner

Control

Iteration 3 - Destination Iteration 2 - CTA Iteration 1 – Value Prop

Value Prop

Winner



New photo editing features that

work like magic. Get started!

www.adobe.com/Photoshop



work like magic. Try it!


10

Control

Iteration 2 - CTA

January Release Test Results

Feature (2 variations)


New 3D printing to bring your 3D

Designs into reality. Get started!


Benefit



work like magic. Get started!


Easy to get started


Easier than ever to get the newest

Photoshop features. Get started!


Control

Iteration 3 - Destination Iteration 1 – Value Prop


Know Your KPI’s

Revenue

Per

Impression

Click

Through

Rate

Bounce

Rate

Conversion

Rate

Impressions Clicks Engagement Conversion


3 Takeaways

Define Framework

Deliberately Test &

Iterate Utilize Multiple KPIs