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Tag : optimization

How To: Conduct An Ad Creative Test

Online marketers are told time and time again to refresh creative often, and for good reason — this approach gives social media campaigns a higher likelihood of attracting customer attention and leaves more room for optimization down the line. In our recent “How Can Online Advertisers Test Creative In Their Facebook Ads?” blog post, we provided recommendations for how to set up an A/B test of creative. In this article, we’ll be looking more in depth at the testing components. […]

The Statistics of Automated Stop Loss: Part Two

In part one of this series we introduced a realistic debate between performance marketer Prudence Marshal and her excitable colleague Bob Smith. The debate centered on the appropriate settings of the Stop Loss feature in their ad automation software. To understand the arguments, we conducted some simple statistics experiments and demonstrated the relationship between expected variance in conversion rate data and false alarms, by which the Stop Loss algorithms could end up pausing a perfectly good ad. Why false alarms […]

The Statistics of Automated Stop Loss: Part One

In modern advertising automation software, Stop Loss protection is a feature that monitors each individual ad in your campaign, automatically pausing ads that exhibit unacceptable performance. The concept is simple, the benefit is clear. This is a classic example of relying on a computer to do what computers do better than people: apply a logical rule, over and over again, exactly the same way, all day and night, regardless of what’s on TV or whatever your cat Chipper just knocked […]

5 Elements of a Successful Social Media Ad Campaign

If there’s anything we’ve learned from our Anatomy of a Growth Marketer series, it’s this: Social media ad campaign managers have a lot on their plates. Uploading images and copy is just the tip of the iceberg; what comes after sets the path for ROI — or another failed experiment. What best practices do the brightest in-house advertisers follow on a daily basis? Here’s our comprehensive list: 1. Empathetic Ad Creative Picking the order of list items #1 and #2 […]

Anatomy of a Growth Marketer: Sarah Weiss Breitenother

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising. Great in-house advertisers are the lifeblood of digital business growth. They are methodical and analytical, using results from real-time reporting to iterate on best-performing creative and copy as well as to identify under-performing campaigns. A seasoned performance marketing specialist is expected to wear many hats, and may be responsible for a significant percentage of spend (resulting in significant company growth). What […]