Today is an important day in the United States of America. It's election day. I'll stay out of politics, but I will issue a unique newsletter: voting with KPIs.
You can collect votes for your ad creative by running multivariate ad tests. To recap, the experimentation process involves:
Each conversion is a vote for the assets in that ad, as well as for the ad itself. Different KPIs have different meanings as votes.
In terms of vote value, money is more powerful than data is more powerful than attention. But each funnels into the next, attention -> data -> money.
Next time you run an ad test, think about what kind of votes you're fishing for and what you want to do with them. I recommend getting votes on every idea you have: