How to test and learn: Search Stories

TL;DR

Testing and learning in marketing is crucial for success, but not all tests are created equal.

Transcript

Hi. It’s a thing. Test and learn is in our nature. We try, we fail, we learn. And we try again. But in business, it's not always easy to see the positive, when things don't work out. Testing and learning and marketing is vital. But not all tests are created equal. It's about setting up the right ones for success. So what are the right tests? How l... Read More

Key Insights

• ❓ Testing and learning in marketing is a continuous process of trial and error.
• 🏂 Marketers should not be discouraged by failures but instead go back to the drawing board and test again.
• 🤱 The quality of the data fed into testing is crucial for accurate results.
• 🥺 Prioritizing value-based conversions can lead to greater business growth.
• 👶 Smart bidding and broad match help capture new demand in marketing campaigns.
• 🏋️ Testing broad match against existing keywords helps understand its incremental lift in conversions.
• ⌛ Testing should be given sufficient time to gather meaningful data.

Questions & Answers

Q: Why is testing and learning important in marketing?

Testing and learning in marketing allows businesses to optimize their strategies and adapt to changing market conditions. It helps identify what works and what doesn't, leading to better results and growth.

Q: How long should a test in marketing typically last?

A test in marketing should typically run for at least four weeks to gather sufficient data and evaluate its performance accurately.

Q: What type of data should marketers focus on when testing?

Marketers should focus on relevant and high-quality data that aligns with their business goals. It's important to prioritize data that can drive greater business growth.

Q: How can marketers structure their campaigns for successful testing?

Marketers should consider their business goals and key performance indicators (KPIs) when structuring their campaigns. They should optimize towards what drives greater business growth and prioritize value-based spending.

Key Insights:

• Testing and learning in marketing is a continuous process of trial and error.
• Marketers should not be discouraged by failures but instead go back to the drawing board and test again.
• The quality of the data fed into testing is crucial for accurate results.
• Prioritizing value-based conversions can lead to greater business growth.
• Smart bidding and broad match help capture new demand in marketing campaigns.
• Testing broad match against existing keywords helps understand its incremental lift in conversions.
• Testing should be given sufficient time to gather meaningful data.
• Utilizing non-last-click attribution models provides a better understanding of keyword contribution across the customer journey.

Summary & Key Takeaways

• Testing and learning in marketing is essential for growth in businesses.

• Marketers need to set up the right tests for success and be willing to try different approaches.

• It's important to prioritize high-quality data and focus on the overall impact on the business, rather than just media KPIs.