A/B testing creatives on APD to best engage with consumers
Objective
Prove whether there is value in using custom creatives when serving off-Amazon via DSP placements
Luzern’s Solution
In order to run a fair test we created three identical DSP orders, all targeting APD inventory.
The only thing that differed was the creatives tested within each order. This meant that all other test conditions would be fair at a consistent spend of £1,603 per order.
Results
Custom creatives drive a higher CTR than standard Amazon creatives, and can be more cost efficient in driving traffic to the brand store.
Despite being in a sale period all month, BAU creatives drove higher clicks and sales than the Summer Sale creatives, suggesting customising creative for events is not worth the additional creative resource. As banners link to the brand store we see that they are less effective in driving sales compared to the REC.
RECs perform best in driving sales, lower CPMs and highest NTB%. Our takeaway is to utilise different ad formats at different stages of the funnel. Banners should only be used for awareness, but when there is any consideration towards a sales goal then RECs should be used.
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