How to Answer: If hired for the sales position with GroupM, we may ask you to test different advertisements. Have you created split or A/B ads? What worked and did not work and why?
Advice and answer examples written specifically for a GroupM job interview.
3. If hired for the sales position with GroupM, we may ask you to test different advertisements. Have you created split or A/B ads? What worked and did not work and why?
How to Answer
Occasionally our clients may want you to run split advertisements. Split, or A/B ads are two to three different ads for the same product. Both ads run simultaneously for short periods, after a few days, the ad with the best performance is kept and the money going towards the other one to two ads will be put towards the top performing ad. Alternatively, the same ad may run but targeted at different demographics.
Explain your experience with split ads, give specific examples. If you have never run a split ad, explain your knowledge of how they function.
Written by Shannon Gibson on March 7th, 2019
1st Answer Example
"In my last position I created a split ad for a massage spa. I used natural and calming imagery for the A ad, and used colorful, bright imagery for the B ad. These were marketed to the same target demographic. After three days, ad A was performing 60% better than ad B. Therefore ad B was cut and the budget was put into the ad with better performance."
Written by Shannon Gibson on March 7th, 2019
2nd Answer Example
"In my previous position, I sold water bottles for an online store. The water bottles were especially good at keeping drinks cold in harsh climates. I created one advertisement emphasizing the better features of the bottle. I then targeted the ad towards two different demographics. Women ages 18-35, and men 18-35. We found that our ad aimed at men was more effective at selling water bottles. We then removed the ad aimed at women."
Written by Rachelle Enns on March 6th, 2019