¿Cómo se prueba y experimenta con diferentes canales y campañas?

If your objectives and metrics aren't directly tied to financial outcomes, I'd usually encourage you to take another stab. However, in the testing and experimenting framework, we are sometimes wise to sacrifice immediate financial return for insight that can be used for greater growth down the line. Before nailing down your metrics, nail down the question you want to answer. The most popular question I've answered with testing: what impact will I see from this initiative out-of-channel (that is - not even tracked directly to this channel)?

To test and experiment with different channels and campaigns, follow a systematic approach using scientific methodology. First, define the business objective of the test, such as increasing installations or gameplay engagement. Next, formulate a hypothesis, such as whether gameplay creatives outperform live-action creatives in terms of cost per installation. Utilize A/B testing to compare variables like creative type, format, and duration, ensuring each test group receives uniform spending. Analyze the results based on relevant metrics, such as cost per result, and adjust campaigns as needed to maximize impact and efficiency.

Testing and experimenting with different channels and campaigns for multi-channel marketing is essential and ongoing. Start by selecting channels based on your audience's preferences. Knowing where your audience spends their time is a fantastic starting point. Properly set up analytics tools like Google Analytics, Meta, and Wix/Shopify tracking pixels (for e-commerce) can help you analyze existing data and identify your most compelling channels and campaigns. Then, analyze your data and iterate over time. Allocate a test budget to experiment with various channels. Once you identify what works, you can invest more confidently. Research your competitors to see what works for them & use this as inspiration to test and refine your strategy.

My tip is to continuously and iteratively test different channels and campaigns using market research, pilot tests, consumer feedback evaluations, and performance metric analysis. Conduct tests before launching to validate messages and design, during the campaign to adjust and optimize elements like copywriting and distribution channels, and after the campaign to gain valuable insights for future strategies. Collect consumer feedback and make real-time adjustments to ensure campaigns align with audience expectations and behaviors.

Keep your objective in mind. There's a good chance you'll need to make some adjustments to the test along the way, and it's easy to get distracted trying to optimize a campaign for performance, and potentially lose sight of your purpose in running the test.

To test and experiment with different channels and campaigns, it's essential to use a structured A/B testing approach. This involves creating variations of your campaigns and distributing them across various channels, such as email, social media, and SMS, measuring the performance of each. Use clear metrics, like open rates, clicks, conversions, and return on investment (ROI), to evaluate the success of each variation. Marketing automation and data analysis tools are indispensable in this process, as they help collect and interpret results efficiently, allowing for quick, data-driven adjustments to continuously optimize your marketing strategies.

A strong start is by setting monthly KPIs for each channel, like social media goals tied to downloads or email goals linked to open rates or product sales. Analytics tools - Hotjar and Hubspot are two more wonderful examples - allow you to build momentum by analyzing and iterating your campaigns. Then, measure your results against your overarching business goals, like sales and revenue. Instead of just looking at platform-specific KPIs, see how they tie into the bigger picture and how each channel works together. Share these with your team to keep everyone on the same page. These moves will drive your business's growth and success, ensuring every campaign is a step toward tangible results.

There are two basic types of creative tests: standard (A/B testing) and advanced. A/B testing, which can be performed using Facebook's A/B testing tool in Ads Manager, allows you to test variations of creatives, such as video versus static images, to measure success based on relevant metrics and select the winning creative by the lowest cost per result. On the other hand, ad ranking, used in Facebook's auction algorithm, optimizes the delivery of better-performing creatives but is not considered robust for precise testing due to the influence of initial performance.

Developing creative ad copy that captivates the reader is crucial in any campaign. It's not just about testing different channels but also about crafting messages that resonate with your audience. Always remember that you're writing and developing campaigns for them, not for yourself. Tell a story with your campaigns. Your writing should engage and connect with people on an emotional level, making your message more memorable. Test different narratives and see what clicks with your audience. By focusing on compelling copy and storytelling, you create campaigns that captivate, connect with your audience, and cultivate loyalty. This approach ensures your marketing efforts are not just seen but remembered and valued, driving real results.

Keep in mind that, especially in the digital landscape, you may need to iterate on your tests. There are so many variables at play, that they are usually impossible to isolate in a single test. Even if you are somehow able to isolate those variables, they're likely to change over time as ad networks (also, the world) evolve.