Allow paid search campaigns to undergo a learning period, avoid frequent tests

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 28, 2021, 3:33 PM GMT+0

It is ideal to check in on campaign performance once a week to audit them for success, opportunities and improvements.

Learning periods for marketing campaigns take anywhere between seven and fourteen days. The learning period offers brands enough data to analyse and improve their marketing tactics. But marketers must also ensure they do not make too many changes to their campaigns too soon.

Marketers should choose performance metrics that best suit their campaigns between directional, KPI, and vanity metrics. For instance, while a search campaign is focused on conversions and impressions share, display campaigns, on the other hand, are more concerned about impressions and brand lift. 

When it comes to testing, marketers should set their success and fail measures. Determine measures and goals agreed upon across the team and budget in a minimum of one to two months for the test.

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