What To Do With Results From Split Testing

Rather than using blunt force to completely cut off audiences that aren’t performing as well, consider that at the right price, nearly any audience can be profitable.

That means bidding and budgeting can make “okay” audiences perform as well as any other audience, such that we allocate marginal dollars to where we get the most marginal return– a core microeconomics principle.

So lower budgets on lower performing audiences to see CPL go down. Then manual bid, if still necessary to force down the CPL.  This is a more elegant approach than basically excluding an entire audience.

Dennis Yu
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.