It should come as no surprise that an agency called Prove believes in backing up every marketing program with compelling evidence that it will work by A/B testing. Our entire business model is built on applying data-driven insights to performance-driven techniques; and because we don't waste time or budget on guessing games, our clients achieve greater marketing success, quickly and cost effectively.
So when Google quietly rolled out a Draft Campaigns and Experiments component for AdWords late last year (as discussed in this Search Engine Roundtable article), we were excited to take it for a test drive.
Currently an opt-in beta feature, Draft Campaigns enables us to create multiple alternate drafts of an AdWords campaign and run the resulting Experiments as A/B tests against the original. Using this feature, we can try out several optimization variables at once, then gauge the comparative impact of each one in a controlled staging environment. This helps us quickly identify statistically significant opportunities to improve our clients' campaigns, and put them into play with fewer costly delays or missteps.
The experimental campaigns are drafted and served using a portion of a client's existing AdWords budget; so there's also no need to increase allocations or sacrifice the success potential of a live campaign to take advantage of the testing tool. This functionality flexibility allows us to better understand budget and performance impacts before making recommendations to our clients.
As part of our signature Acqretention™ methodology, we rely on agile, performance-driven techniques like this to power every program we plan and execute.
Could such a responsive process make a difference in the level of success your marketing efforts can achieve? To discuss this opportunity with our team, Contact Us today.
Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.
We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.
Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.
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