How to Treat Dollars as Votes

Or Clicks, Leads, Views, etc.
Brett Friedman

Election Day Special Edition

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.

Collecting Votes

You can collect votes for your ad creative by running multivariate ad tests. To recap, the experimentation process involves:

  1. Making modular creative assets.
  2. Combining them every way possible.
  3. Running them as live ads.
  4. Analyzing performance per creative asset.

Understanding Your 'Election' Results

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.

  • Each purchase is a vote with money. The strength of that vote is the amount of money spent.
  • Each lead is a vote with data. Strength is measured by how willing someone is to be contacted by a company (name< email < phone number).
  • Each click and view are votes with attention. Strength of vote is measured by time to click and time spent on landing pages; or duration of view.

The Application

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:

  1. New Products
  2. New Ad Concepts/Designs
  3. New Messages
  4. New Images/Graphics

How to Run a Multivariate Test

The Beginner's Guide

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Tiffany Johnson Headshot

How to Run a Multivariate Test
The Beginner's Guide

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