How to Optimise Your Paid Media Testing Without Wasting Time or Budget

Each test in paid media turns uncertainty into learning: what to test, how to do it, and why the right budget and time make all the difference. Every part of a campaign can drive success, but it can also become a drain on time and resources if the approach isn’t right. So, what elements should you test, and how can you structure an effective routine for doing so?

The first step is understanding which elements have the greatest impact on results. Generally, the order of priorities should be: offer/value proposition, creative, headlines, targeting, format, primary text, call-to-action, and description. This isn’t just theory; it’s supported by performance data. For example, the offer is the backbone of any ad—without a clear and compelling value proposition for the user, no other element can compensate for it.

An effective routine for your testing strategies should include:

1. Define the key element to test: Instead of trying to assess everything at once, focus on a single element. For instance, does the headline effectively communicate the value of the offer?

2. Set clear hypotheses: Define what you aim to achieve with the change and how you will measure success (CTR, CPA, ROAS, etc.).

3. Design controlled variations: Create versions that differ only in the element being tested. This ensures results aren’t diluted by other factors.

4. Allocate an appropriate budget: This is where many uncertainties arise. Tests with very low budgets and/or short timelines tend to produce inconclusive data, mainly due to randomness. Without significant evidence, any decision based on such data will be built on shaky ground.

The issue with low budgets or short timelines is that they undermine the confidence that data can provide. Randomness, as mentioned, can lead you to incorrect conclusions, such as pausing an ad that could have performed better with more budget, time, or optimisation, or believing a winning variation is effective when, in reality, its better performance may have been random. A minimum timeframe of 7 to 14 days is recommended, depending on the volume of data you can gather, which will primarily depend on the budget and time dedicated to the test.

When this methodology is applied consistently, the benefits become much clearer. Optimisation is about building a system of continuous improvement. Ultimately, the real impact of paid media lies in discovering scalable and replicable patterns.

For those seeking sustainable results, the key is making the right changes supported by robust data. Next time you plan a test, ask yourself if the conditions are right for obtaining actionable insights. If they aren’t, it may be better to adjust the variables or postpone the test until they are. What do you think? What has been your biggest challenge when testing elements in paid media?

Google Ads eliminates the ECPC and offers more advanced solutions for Shopping campaigns

If you were using Enhanced cost-per-click (ECPC) for your Shopping campaigns in Google Ads, you should know that Google said that this option will be discontinued in October 2023. ECPC was a way to optimize your bids for conversions, but it is no longer the best option available.

Google Ads now offers more advanced solutions. One example is Target ROAS experiments, and you also have available Performance Max campaigns, which are fully automated bidding strategies that use machine learning to adjust your bids in real time. These solutions can help you maximize your return on ad spend (ROAS) and reach more customers across Google's network.

And of course, if you want to calculate the appropriate ROAS goal for your Google Ads campaigns, you should know these business metrics:

Average order value: average amount that customers spend with you when they buy from you

Customer lifetime value: this metric focuses on repeat purchases

Cost of goods sold: How much does the (average order value) product or service cost us directly to deliver that product and service

Transaction fees: If you are charging people in foreign countries or you are charging in different currencies and have to be converted

Shipping costs: Depends on whether you are selling internationally, domestically, or if you are a service-based business

Sales tax, import duties, export duties: Depends again if you sell internationally or not

Average refund rates: % of refund rate during the average order value period, converted into the number

Break-even amount: The profit that's left after counting for all the costs is the amount that we can pay on advertising costs in order to acquire a customer for break-even

Once you have your profit margin number, you need to determine how many times that number must be multiplied to hit 100% profit. That is your ROAS percentage goal.

For example, if your profit margin is 20%, then you need to multiply it by 5 to get 100%. That would mean your ROAS goal is 500% or €5 in revenue for every €1 spent on ads.