2024 Digital Marketing Tests: 4 Essential Strategies for Google and Meta Success

Marketing Tests for 2024

Every new year presents new opportunities and challenges, especially on platforms like Google and Meta. 2024 is no different. Let’s take a quick look at the essential digital marketing tests that could give you an edge this year and help make it a truly happy new year.

Digital Marketing Test #1. AI-Driven Ad Customization

Using AI for More Engagement

Google and Facebook have enhanced their ad platforms with AI functionality. Both platforms now offer sophisticated tools for creating highly personalized ad experiences, which helps drive more engagement and conversions. 

What to test: Use AI-driven tools to customize your ads, focusing on tailoring messages to specific audience segments:

  • Use Google’s AI-powered tools like Responsive Search Ads (RSA) to test different combinations of headlines and descriptions
  • Leverage Meta’s Dynamic Creative tool to automatically test different combinations of ad components, such as images, videos and text
  • Identify and analyze which combinations resonate best with your target audience, and continue to optimize your ads

Expected outcome: Identify the most effective ad variations that drive higher engagement and conversions. By delegating AI tools to analyzing and optimizing ad combinations, you can discover additional insights that might not be apparent through manual testing.

Digital Marketing Test #2. Video Content Optimization

Reaching More Customers with Video

Video content continues to dominate Google and Meta, making it a key element of many digital marketing campaigns. Optimizing video content will lead to increased viewer engagement, longer watch times and higher conversion rates. 

What to test: Focus on optimizing video content for better engagement and reach, using the platforms’ latest video features and algorithms:

  • Experiment with different video lengths, formats (such as Stories, Reels, or traditional posts), and styles (educational, entertaining, etc.) to gauge audience response
  • Analyze metrics like watch time, click-through rate, and engagement to understand what resonates with your audience
  • Test live video sessions on Facebook and YouTube to engage with your audience in real-time and measure the impact on audience retention and interaction

Expected outcome: The insights gained can guide future video content strategies, ensuring they are aligned with audience preferences and behaviours.

Digital Marketing Test #3. Sustainable and Socially Responsible Messaging

Meeting Modern Consumer Expectations

Consumers around the world are increasingly more aware of sustainability and social responsibility issues. Effective messaging in this area can differentiate your brand and drive a deeper connection with your audience.

What to test: integrate these themes into your marketing messages on Google and Facebook:

  • Craft campaigns that highlight your brand’s commitment to sustainability and social responsibility
  • Test different messaging angles, such as emotional, rational or inspirational, to see which lands best with your audience
  • Use storytelling in your ads to connect with audiences on a deeper level and build brand loyalty
  • Monitor engagement metrics like shares, comments and likes to gauge the impact of these messages on your audience

Expected outcome: This approach aims to strengthen brand loyalty and customer trust by aligning with the values of a socially-conscious audience. Brands that demonstrate a commitment to sustainability and social responsibility can potentially resonate more with consumers.

Digital Marketing Test #4. Privacy-Centric Targeting Strategies

Navigating Privacy Concerns

With increasing emphasis and regulation of user privacy, adapting your targeting strategies is crucial to avoid negative blowback and build customer trust.

What to test: Experiment with privacy-centric approaches on both platforms.

  • Explore contextual targeting on Google, focusing on the relevance of ad placement rather than relying too heavily on user data
  • On Meta, test broader audience targeting combined with creative messaging to reach different segments
  • Monitor changes in performance metrics and compare them with more data-driven targeting approaches

Expected outcome: These tests should reveal how less invasive targeting methods perform in terms of reach, engagement and conversions. The aim is to balance effective targeting with respecting the privacy of users and customers.

Effective marketing is all about a constant circle of testing, analyzing and optimizing. These tests, and the insights they deliver, can help you to make 2024 your happiest year yet.

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