And just like that, it's test and result time! Have you been keeping up with your A/B tests? Some months are better than others—in September so far we've only performed one measly test—but one is better than none! Just. Keep. Going. 

Webinar ad copy

What we did:  For an upcoming webinar, we opted to test our social ad copy rather than the creative. Since the image in the ad was pretty standard (speaker photos, webinar title, date, and time), it seemed like the right call.

Version A: Standard social ad copy

Version B: Calling out our specific audience—marketers.

Why we did it: During a presentation at Conex (our annual event), Megan Golden from LinkedIn shared research that ads that called out their specific audience in the copy, performed much better than ads that were more generic on their platform. So we decided to test this for ourselves.

Results: Technically, the ad that started with "Hey marketers" performed slightly better than the generic one (1.09% CTR vs 0.85% CTR respectively). But I'd hardly call that a win. 

Learnings: I'm sure there are times and instances where calling out your specific audience will, in fact, yield better results for your ads, but this test just goes to show that best practices are not fool-proof plans and they won't work in every instance and with every audience—which is why it's important to test!

That's all we have for this round of tests, but I hope this one inspires you to challenge some best practices instead of following them blindly. Just because a tactic works for some doesn't mean it'll work for you!