How Do You Know Your Ad Is Working?
Either your marketing is working or it is not. Sales increase, decrease or stay the same. There is nothing else that an ad can produce.
The sticking point is when is an ad going to produce a predictable result?
The major question for most marketers is when is there enough data to make a decision.
There are several types of marketers here.
Some marketers run ads forever (6 months) with the hope that the length of the test will make the ad successful. This wastes time and money.
On the other hand, some marketers are "too close" to their marketing tests. What I mean there is that they are checking and gauging the success or failure of an ad by the day or even by the hour.
That may be a bit "too close". If you are looking too closely, you will be tempted to change the ad everytime "you think" that the ad is going the wrong way. This too wastes time and money.
Also there are those which follow the rules of thumb...the 20 rule, the 40 rule, the 100 rule. Which says that you don't have enough data until X actions have been observed.
I personally look for ad stability to gauge if the ad test is nearing completion. This means that the conversion rate is the about the same day to day and week to week. If an ad is producing at 5%, ask yourself, "when did that start?" The first time it hit 5%? Or after several weeks of producing 5%. Actually it is usually 5% plus or minus 1%.
I am using the vertster system to test and track my online ads. The graphical interface makes it very easy to "see" how an ad is
trending and moving with the market. Basically, I am looking to see if it is stable or not.
By the way, this goes the other way too. If an ad is not working, it does not take months of data to "prove" it.
Best Regards,
David Bullock
Results-squared.com
Optimizing Marketing Results One Test At A Time
The sticking point is when is an ad going to produce a predictable result?
The major question for most marketers is when is there enough data to make a decision.
There are several types of marketers here.
Some marketers run ads forever (6 months) with the hope that the length of the test will make the ad successful. This wastes time and money.
On the other hand, some marketers are "too close" to their marketing tests. What I mean there is that they are checking and gauging the success or failure of an ad by the day or even by the hour.
That may be a bit "too close". If you are looking too closely, you will be tempted to change the ad everytime "you think" that the ad is going the wrong way. This too wastes time and money.
Also there are those which follow the rules of thumb...the 20 rule, the 40 rule, the 100 rule. Which says that you don't have enough data until X actions have been observed.
I personally look for ad stability to gauge if the ad test is nearing completion. This means that the conversion rate is the about the same day to day and week to week. If an ad is producing at 5%, ask yourself, "when did that start?" The first time it hit 5%? Or after several weeks of producing 5%. Actually it is usually 5% plus or minus 1%.
I am using the vertster system to test and track my online ads. The graphical interface makes it very easy to "see" how an ad is
trending and moving with the market. Basically, I am looking to see if it is stable or not.
By the way, this goes the other way too. If an ad is not working, it does not take months of data to "prove" it.
Best Regards,
David Bullock
Results-squared.com
Optimizing Marketing Results One Test At A Time
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