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07 Testing

The document outlines a structured approach to testing in advertising using the Scientific Method, emphasizing the importance of stability and simplicity in accounts for effective testing. It suggests prioritizing tests based on their potential impact and highlights three types of tests: Creative, Strategic, and Tactical. Action items are provided to help users identify and plan their tests to improve Facebook advertising outcomes.

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3 views1 page

07 Testing

The document outlines a structured approach to testing in advertising using the Scientific Method, emphasizing the importance of stability and simplicity in accounts for effective testing. It suggests prioritizing tests based on their potential impact and highlights three types of tests: Creative, Strategic, and Tactical. Action items are provided to help users identify and plan their tests to improve Facebook advertising outcomes.

Uploaded by

niyowik756
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

[Link].

courses
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Testing

Using the Scientific Method is Highest Confidence Way


Home to Win

Intro

Centralize Ad Spend

Dynamic Creative

Retargeting Ads

Attribution

Post IDs

Testing

Testing
Set Yourself Up to be able to Test with Success, and
Winning is only a Matter of Time
Avoid Short Wins
The More Variables You Have, The Harder it is to Implement the
Investment Management Scientific Method
Simple accounts are easier to test, which means they are easier to
improve. Complex accounts are far more unstable, and this, much
Simplicity
harder to improve with consistency and confidence.

The Scientific Method requires a Constant


If your account is not stable, implementing the Scientific Method is
Previous post effectively not possible. 70% Next post
Completed

Identify Variables that You Want to Try, and Prioritize by Level of


Impact
Tests should be organized by overall potential change. If the test wins,
will it make a 1% change or a 50% change? Focus on tests that will
make bigger changes.

3 Types of Tests (examples)


Creative: Your Ads
Strategic: Audiences, Offer, Architecture & Customer Journey
Tactical: Bidding Models, Automated Rules & CBO vs ABO

Understand the Volume of Resources that can be Allocated to Testing


Understand how much money and time can be devoted to solving the
questions that each test is designed to answer.

Test Require Repetition to Deliver Confidence


Treat each day as a data point. If the test can deliver the desired action
in a predictable fashion day after day, then the confidence of that test
is very high.

Ethos: Only Test When The Investment Required to


Deliver a High Confidence is Possible

Action Items to Improve Facebook right now!


1: Create a list of what tests you want to run

2: Project impact these tests should deliver

3: Plan what investment will be required to implement each test.

Begin to Win at Facebook!

Testing

Testing

Progress 7 of 10

Charley T
The Facebook Disrupter

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