Testing new ideas is a core component of digital marketing strategy – in fact, our agency believes it is the core component. Experimentation, whether it be ad copy, a landing page, a bid strategy, or new campaign type, allows each advertiser to hone in on the most effective tactics for them, and iterate on successes without risking huge downsides.
That test and learn approach gets complicated, though, when testing one change across multiple campaigns or accounts. Last month, I outlined some general tips for managing an advertiser whose campaigns are spread across multiple CIDs (and reflected on the legacy of a 2001 Palm d’Or nominee). In this month’s post, we’ll expand on that topic, taking a deep dive into tracking and presenting test results when testing a change across multiple accounts.
One of our clients advertises multi-family housing for roughly 250 different properties, each with their own advertising account and goals. One aspect of working with this client that is particularly exciting and gratifying is the ability to evaluate tactics more quickly in the aggregate more quickly than we would be able to if just looking at the data for one particular account. In this particular case, we have been testing the inclusion of Responsive Display Ads in remarketing campaigns that had previously been running just image ads. (note: for a primer on Responsive Display Ads, see Andrew Harder’s excellent post on the topic…