When in Doubt, Optimize Your Marketing

If you’re not testing, you’re guessing. Posted on Wednesday, September 6 in Making Your Marketing Work.

When in Doubt, Optimize Your MarketingSometimes in marketing, you end up feeling stuck. Your marketing campaigns have stagnated, and it’s not clear why.

The easiest way to identify areas for improvements or changes to an advertising campaign is to optimize through testing.

Choose a specific factor and determine if you can implement a few tests to see which creative version performs better. Creative is usually a good place to start.

A/B Test different creative with your entire audience and see which creative performs best.

Or A/B Test different creative or tailored messages to specific audience segments.

Creative testing doesn’t have to mean designing entirely new ads and campaign assets. Consider adjusting only one of the following: headline, call to action wording or image background. See which performs better, and then apply that to test which audience segment is more responsive.

As our Digital Strategist & Optimization Specialist Jay Benfield always says, “If you’re not testing, you’re guessing.”

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Courier-Journal Media Brand Manager Cathy ColliverCathy Colliver is a Brand Manager at Courier-Journal Media. Find her on LinkedIn, Twitter and
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