Ecommerce Playbook: Numbers, Struggles & Growth Daily Ad Tweaks Are Wasting Your Budget
May 15, 2025
Luke Austin, VP of e-commerce strategy at Common Thread Collective, shares invaluable insights into the pitfalls of constant ad tweaking. He reveals how over-managing campaigns can drain budgets and hinder growth. Instead of reactive changes, Luke emphasizes the power of geo holdout testing and team alignment for better decision-making. The conversation highlights the importance of trusting data while focusing on creative output to unlock true growth potential. Perfect for brands seeking clarity in a chaotic marketing landscape!
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Trust Geo Holdout Tests
- The strongest reliable marketing measurement signal is from geo holdout incrementality tests with 90%+ confidence.
- Decisions on budgets and targets should always align with these high-confidence test results, ignoring less reliable data.
Doubt From Conflicting Data
- Lack of faith often arises when new incrementality test results contradict previous benchmarks.
- Short-term performance fluctuations create doubt, making teams second guess valid test data.
Avoid Daily Bid Tweaks
- Avoid making bid or budget changes based on daily or short-term data.
- Focus on at least a seven-day window for optimizing media campaigns to ensure sound decision-making.