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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.

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Dennis Yu :Dennis Yu is the CEO of Blitzmetrics. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also a regular contributor for Adweek's SocialTimes column. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. 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, his blog, or on Facebook.