Digital Display & Video Performance | Example Analysis
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What business question am I trying to answer?
I am currently running an A/B test using two display campaigns through The Trade Desk. The problem is that I have a low click-through-rate for my display ads, so my hypothesis is that by changing the color of the call to action button from blue to green we will increase the number of clicks. Furthermore, I want to ensure that this higher click-through-rate is in fact targeting the right audience by looking at the conversion rate.
What metrics from this product help you answer that question?
I will use campaign, clicks, click-through-rate, and conversion rate.
What visuals from the dashboard tell this story?
I begin by filtering my dashboard to the two campaigns I am testing.
When I look at the Display Details by campaign, I can see that Campaign 1418, which had my original blue call to action button had 263 clicks while Campaign 1267, which had the green call to action button had a higher click rate at 404.
I can also see that the click through rate was higher for my green button campaign.
While the green button campaign has the higher click-through-rate, if I continue my analysis to conversion rate, I can actually see that this campaign had a lower conversion rate compared to the blue button. So it could be possible my more serious customers are the ones clicking the blue button.
- Consider where this ad is in your marketing funnel. If the goal is to just get people aware of your brand, the green-button might better suite that goal. However, if the goal of this marketing material is to generate leads, then the blue button might be the better option.
- Extend the analysis to the Creative Details data table and sort by click-through-rate to see if certain creative details performed better than others. If you continue this analysis on to the next tab, you can see more details regarding campaign, ad group, ad name, and creative name all in one place to conduct a deeper analysis.