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When Ad Tests Don't Work
- Search Engine Watch, Wednesday, April 10, 2013 12:05 PM
Will Lin tells us he's typically reluctant to declare ad copy winners even after testing, because the winner needs to beat the incumbent by a margin bigger than the incumbent beats itself. He explains that premise in a post that takes us through the nuances of testing ad copy. The biggest asset a marketer has when testing is the ability to dig deep into the differences between the ad copy and the results. Read the article here.
Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.