I used to think marketing was some black art where you threw a whole lot of spaghetti at the wall and saw what “worked”.
How wrong I was. You can’t even define “worked” without maths.
When it comes to knowing if an ad is working or not…. it is ALL algebra. It is all about finding X. It’s very data driven and mathematical.
For example: Your CPE is high and you want to reduce it. What do your stats lead you to believe the problem is?
Sure, you may have some theories and hypothesis about what you THINK might work, but you don’t KNOW until you DO something.
Sure, you need to take action, you need to test.
But it’s also ESSENTIAL that you track data and you measure your changes.
This is where the math comes in. You need to compare your numbers.
Failure to do so, means that you will frequently throw the baby out with the bathwater when making changes on campaigns.