Decide what you want to learn before launching your first ad. Is the benefit clear in the creative? Can visitors place an order? Does the sale still leave a margin after delivery? Each question calls for a different measure.
Change one thing in the test
Prepare two ads for the same product and offer. For example, compare a picture showing how the product is used with a close-up of its details. Keep the destination and price fixed and record the audience and budget settings.
Check the journey from click to order
Open each ad link on a phone and verify the product, price, and order form. Check your tracking setup and place a test order if your setup allows it. Record any orders you cannot reliably attribute to a specific ad.
Measure the cost of an order that actually arrived
Divide spend by the delivered orders you can attribute to the test. If you spend 120 and get 12 recorded orders, six of which arrive, your cost is 10 per recorded order and 20 per delivered order. Compare 20 with the amount available for advertising after delivery and return costs.
Use the numbers to choose what to change
With few clicks, examine the benefit shown in the ad. With many visits and few orders, check mobile speed, price, and delivery terms. With many orders and few deliveries, review confirmation, addresses, and delivery times before increasing spend.
Keep a record of each test
Record the page, ad, dates, spend, and number of orders at each stage. Compare periods after delivery outcomes have had time to come in. In Adnavo, read campaign performance alongside order statuses before deciding what to test next.
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