{"id":23321,"date":"2022-12-14T10:05:47","date_gmt":"2022-12-14T10:05:47","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/14\/how-to-understand-if-a-ppc-test-is-a-failure\/"},"modified":"2022-12-14T10:05:47","modified_gmt":"2022-12-14T10:05:47","slug":"how-to-understand-if-a-ppc-test-is-a-failure","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/14\/how-to-understand-if-a-ppc-test-is-a-failure\/","title":{"rendered":"How To Understand If A PPC Test Is A Failure"},"content":{"rendered":"

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During the holiday season, there\u2019s an extra focus on the naughty and nice list.<\/p>\n

Successful campaigns get access to additional resources, while failed initiatives pivot or retire.<\/p>\n

This month\u2019s question gets to the heart of digital marketing optimization and scale. Garland from Orlando asks:<\/p>\n

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\u201cAt what point do you consider a campaign test as failed? e.g. $5,000 spent on data and little return on spend.\u201d<\/p>\n<\/blockquote>\n

In this post, we\u2019ll dig into understanding success\/failure signals, as well as unpacking how to establish them for your brand.<\/p>\n

This question invites a lot of variables, so we\u2019ll do our best to tackle the most common ones.<\/p>\n

Setting Up Reasonable Tests<\/h2>\n

Before initiating any digital marketing test, it\u2019s really important to set success and failure measures.<\/p>\n

The most important foundational step is confirming what are absolute knowns (i.e., do you trust your conversion tracking, are your form-fills working, is your sales team solid, etc.).<\/p>\n

If these foundational items are not correctly set, it won\u2019t matter how well the variables you\u2019re testing perform.<\/p>\n

This is why it\u2019s crucial to bake at least one to two months into account set-up.<\/p>\n

Beyond clearing learning periods, you\u2019ll ensure your performance reflects true success.<\/p>\n

It\u2019s also vital that tests are only testing one variable at a time.<\/p>\n

If you set out to test everything at once, you\u2019ll struggle to have definitive conclusions on whether the variables had positive or negative impacts on campaigns.<\/p>\n

Finally, it\u2019s important to note that all digital ad networks have different learning periods and rules of engagement to effectively communicate with the algorithm.<\/p>\n

For example, Google<\/a> requires a minimum of five days, whereas Facebook (Meta Ads)<\/a> requires meeting a conversion threshold.<\/p>\n

Defining Successes And Failures<\/h2>\n

Once you\u2019ve set up your foundational conditions, you can begin to establish what success and failure look like.<\/p>\n

If you\u2019re testing for improved conversion rate (CRO), the tests will likely focus on the following levers:<\/p>\n