P. Edronkin

When should you test your banners? (III).

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Each one of your banners should be tested separately. Don't assume that by testing just one of your designs you could extrapolate any results to the rest of your ads. It is surprising how every design shows its own dynamic, even with small variations it text, colours, fonts used, etc.

Another thing that you should consider is that tests should be run continuously because the effectiveness of your banners might change. Of course, changes in the targeting environment will produce variations in their effectiveness, but there are also factors such as vogue, tastes, etc. proper of the public that should be taken into account.

Whenever you see that there is evidence that suggest a decreased effectiveness, you should start testing your banners again.

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