This stage should be done regardless how the campaign is performing to be honest, I’ve mentioned it before in a post about scaling your campaign – that shows how critical this step is. It can take a campaign from a loss to a profit or a profitable campaign higher.
Split test ads/creatives
Depending on what type of campaign you are running really depends on the type of ad you should run. Take PPC for example where you pay for every click you get, you need to prequalify potential customers as much as possible to maintain the highest ROI possible. There is no point in creating an ad saying something’s free when it’s not – that will just lead to plenty of clicks (cost) with them not converting (no income) leaving you in the red.
On the other hand if you are bidding CPM or a flat monthly price you have more leeway in how you structure your ad, regardless if they click or not you are paying so you can leave them hanging and wanting to know more information. The aim of the game with this type of campaign is the highest CTR possible.
When creating your ads (especially banners) you have to practically test everything, it’s weird how things work. You could ask your little brother/sister or anyone to create one in paint – compare it to your professionally paid for design and I wouldn’t risk putting money on the winner, it could go either way.
The main things I test in no particular order are the images used, headline, colours and the wording (i.e. giving different messages aiming to different people). For example say you were advertising on a parental website or something universal, you could split test a couple of ads, one targeting mothers and the other targeting fathers.
Try to be creative and think outside of the box, again if you have any questions about this step feel free to post a comment and I’ll answer it the best I can.