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

About the Author

Dennis Yu
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at dennis@blitzmetrics.com