This article was based on the interview with Austin Fredrich from The Office of Experience by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Testing one variable at a time is a fundamental principle in the process of continuous improvement in advertising campaigns. This approach involves isolating and testing individual variables to determine their impact on campaign performance. By testing one variable at a time, advertisers can gain valuable insights into the effectiveness of specific elements and make data-driven decisions to optimize their campaigns.
One of the main reasons for testing one variable at a time is to avoid confusion and ensure meaningful results. When organizations try to test multiple variables simultaneously, it can be challenging to determine which variable is responsible for any observed changes in performance. This can lead to confusion and make it difficult to draw meaningful conclusions from the test results. By focusing on one variable at a time, advertisers can clearly identify the impact of each variable and make informed decisions based on the results.
Another benefit of testing one variable at a time is the ability to identify the variables that have the biggest impact on the bottom line. By isolating individual variables and testing them separately, advertisers can determine which variables have the most significant influence on campaign performance. This knowledge allows them to prioritize their optimization efforts and focus on the variables that will have the greatest impact on their desired outcomes.
An example from the podcast illustrates the importance of testing one variable at a time. The organization was testing the performance of animated vegetables versus illustrated vegetables in their campaign. The results showed that people engaged more with the animated vegetables. However, it was crucial to ask further questions and understand the implications of this finding. Does this mean that every creative from now on should feature animated vegetables? By testing one variable at a time, advertisers can avoid making hasty decisions based on isolated results and instead focus on the bigger picture and long-term impact on the bottom line as well as your return on advertising spend, or ROAS.
To effectively implement continuous improvement, it is essential to create a testing format. This format should outline the variable being tested, the changes being made, and the hypothesis of what is expected to happen. By documenting and committing to this testing format, advertisers can ensure consistency and clarity in their testing process. This also allows them to showcase the results and learnings to their team and stakeholders, further driving continuous improvement and optimization efforts.
Continuous improvement is a vital aspect of driving better outcomes in advertising campaigns. By constantly evaluating and iterating on campaigns, advertisers can make data-driven decisions, optimize targeting, and maximize reach and conversion potential. By setting up a process for pacing, evaluating trends regularly, and conducting tests with isolated variables, advertisers can ensure that their campaigns are constantly improving and delivering the best possible results. Operationalizing continuous improvement within the campaign process further enhances the effectiveness of these efforts. Through continuous improvement, advertisers can create successful and scalable campaigns that drive better outcomes.
