Max CVR Test: Create Unique Variations for Audience Persona | Marpipe

Max CVR Test: Create Unique Variations for Audience Persona

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September 14, 2022
Written by Dan Pantelo

average reading time: 5 minutes

Discover the personalized ad creative and learn to create unique variations. Master the art of high-converting, targeted ads with Marpipe's CVR test!

If you show the same ad creative to all your audiences, you're doing it wrong.

Each audience segment has their own set of motivations for engaging and converting with your brand. To max out your potential for conversion, it’s important to build those motivations into your ad creative — creating unique variations for each audience persona.

On the latest episode of Resting Ad Face, Susan and I were joined by Marpipe's own Caroline Lowery, a customer success rockstar. The three of us spill the tea on:

The missing piece of the persona puzzle

Marketers spend a boatload of time understanding who their audience is and breaking them out into sub-segments and resulting personas.

But there’s a crucial piece that’s traditionally been overlooked:

What do they like in their ad creative?

With automated ad testing tools, it’s now possible to understand — down to the headline, image, background color, and more — exactly what resonates with each of your audience personas.

Top marketers are gleaning that information from their tests and capitalizing on it to build the most performant ads possible for every facet of their audience.

Ad creative isn't one-size-fits-all

There are two major downsides to showing the same ad creative to all your audience personas:

  1. Leaving revenue on the table
    Post iOS 14, target audiences are naturally broader. It now takes for your ads to cut through larger, generalized audiences to the subset you need to reach. This slows your ability to convert and generate revenue.

To quickly reach and engage the right subset of people, your ad creative must be spot on. The key is finding the creative that calls to your demo as efficiently as possible with your spend. Perfectly tailoring your ad to the subset of people who will care and click is crucial.

Consider this scenario as well:

You use a discount message in your ads and show it to all your audiences. Your CVR is on par with previous campaigns, so you consider the campaign a success.

But what if a number of those audiences didn’t need a discount to convert? What if a customer testimonial would have caused that segment to convert at an equal or better rate?

Now you’ve missed out on revenue unnecessarily. And you’d never know it unless you employ proper ad testing.

  1. Sabotaging CPA and ROAS

The odds that the same ad creative will resonate with all your audience segments is low. For example, returning customers may convert more often when a discount is present. But a new customer may be more compelled by a lifestyle or sustainability message.

By showing the same ad creative to all your audience segments, you’re ignoring those nuances, potentially driving up your CPA and decreasing your ROAS.

Multivariate testing is an incredibly efficient way to pinpoint those differences so you can take advantage of them as you scale.

Here are some highlights:

For more, subscribe to Resting Ad Face on YouTube or your favorite podcast platform.

Transcript

Jess: Hello, hello. Welcome to Resting Ad Face. I am Jess Cook. Head of Content at Marpipe and I'm here with my fabulous co-host, Susan Wenograd.

Susan: Hey everybody. Nice to be back again.

Jess: And we are also here with our good friend, Caroline. Caroline is our Senior Customer Success Manager. She is incredible. And she's here today because we have a special topic that she has first-hand knowledge and insight into.

Caroline: Yes, absolutely.

Jess:** We're so excited to have you.

Caroline: My first podcast experience.

Jess: Can you tell us a little bit about your role at Marpipe and like what you do and why you're so great at what you do?

Caroline: Yes, absolutely. As you mentioned, I am a Senior Customer Success Manager here at Marpipe. So I am talking to all of our customers on a weekly basis getting to know what is their workflow, what are their workflow challenges? What are they looking to overcome? And that's kind of the building blocks. Okay. Where are we starting? Where do we wanna get? And I help them identify that path forward and help them create testing strategies and analyzing their test insights.

Jess: So you are here today to talk to us about testing to find your right persona, like. First let's talk about why that would even be important. And then I think we can get into like how we do it, or, or maybe some examples you've seen.

Caroline: Absolutely. So I think a common knowledge and practice in the ad world is you create these targeting personas. So you have your Loyal Lola, your Tech Tom, your Frank the Family Man.

But a big missing piece of this right now is what creative do they actually like? That has been the missing piece of the puzzle. And I think through creative testing, this is starting to be explored more.

So through that, we're learning. Okay, let's start to build out this Midwestern mom, creative persona. And let's look at that and understand that a bit better and start tailoring our creative to this audience.

Jess: It's so interesting, cuz I think we've seen with some customers before, you know, we talk a lot about like building a story from your ad to your landing page, right? Like through the whole journey. And sometimes the story really resonates with certain personas.

Caroline: Yes, it truly depends. And that's why it's so important to dive into what your audience likes creatively that will help you move the needle when you get stuck.

Jess: Amazing. Well, Caroline, thank you so much for joining us. You are gonna be a recurring guest. You're gonna need to be back.

Caroline: Yes. Thank you for having me. I hope this is one of many shows that you'll see me on.