The value of experimentation

Advertisers need to run experiments to optimise their strategies in performance marketing to maximise results within and between channels.

Performance marketing offers a wide range of choices, from channel selection, formats, targeting, and bidding strategies for each campaign. Picking the best combination to achieve your goals is a challenging task. This is made more difficult by the varying chance that some in the audience will convert anyway – different conversion baselines – across different options.

This is where experiments become crucial. They help understand how to optimise amongst all those options and measure the overall impact of performance marketing. When baselines might differ, or when you want to understand the incremental impact of your ads, it's essential to run...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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