Evaluating New Tests: Five Questions to Ensure Value

New tests are fun to talk about. They are less fun to pay for if they are not going anywhere.

Before you approve the next “we should try this” idea, run it through five quick questions:

1. What real business metric is this meant to move?
2. How much are we willing to spend to get a clear answer?
3. How long will we run it before we judge it?
4. What does success actually look like in numbers?
5. What decision will we make once we see the result?

If your team cannot answer those on the spot, the test is not ready.
It is a guess with a budget.

When you insist on clear answers, you run fewer experiments, but each one actually tells you something. And that is how Google Ads goes from “let’s try this” to “we know why we are doing this.”

#Google Ads #marketing strategy #data-driven decisions #experiment evaluation #business metrics