#69 | Your Guide to Ad Network Experimentation ft. João Marcelo Rodrigues
Also: Contribute to the CRO Salary Survey!
Welcome to Experiment Nation’s Newsletter! Every week Rommil Santiago, the founder of Experiment Nation, shares interviews with CRO experts, instructional conference sessions, reports, and events. We hope you find this useful for your own Conversion Rate Optimization practice!
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In this issue
Contribute to the CRO Salary report!
Maximizing Results: A Comprehensive Guide to Ad Network Experimentation ft. João Marcelo Rodrigues
Experimentation Job Listings of the week
The Certified CROs of the week
Experiment Nation’s CRO Awards: Nominations are open!
We’re looking for podcast guests
How to get the 2024 CRO Salary report
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To get your copy of the report when it is ready, contribute to the study and be a subscriber to this newsletter.
Maximizing Results: A Comprehensive Guide to Ad Network Experimentation ft. João Marcelo Rodrigues
Maximizing results in ad network optimization requires a systematic approach. Experiment Nation’s Charlotte April Bomford recently explored this topic with Umatch Oficial's Head of Marketing, Joao Marcelo Rodrigues (Brazil). During this deep dive, Joao suggests starting with A/B testing on Google Ads gradually - slowly introducing increasingly complex campaigns while balancing technical and creative aspects. He also suggests shaping your product to align with the ad network's requirements.
Here’s a preview:
“…after you have more maturity on your test you can add new creatives to your campaign and after you add new creatives to your campaign you can test different types of campaigns….Start with ab test[ing] Google ads and then…evolve for mutual campaigns working together and then start to to improve the insights that you acquire… Of course you cannot use the the insights only on the campaigns. You can use after on your products…”
Here are the interesting parts for those who want to jump right in:
Introduction - Overview of the discussion on using the optimization process for designing experiments on ad networks.
João's Journey to CRO - He shares his background, transitioning from software development to becoming a CRO specialist.
Balancing Creativity and Technology - The discussion on how CRO provides a balance between creative and technical aspects, comparing it to playing music.
Designing Experiments in Ad Networks - Exploring the challenges of experimenting in ad networks, especially dealing with AI-driven optimizations and lack of control over-segmentation.
Two Types of Tests - João introduces the strategy of splitting tests into optimizing existing ads and creating new ones, emphasizing the importance of learning from existing data.
Running Parallel Campaigns - Discussion on the process of running parallel campaigns, optimizing existing ads, and simultaneously creating and testing new creatives.
Budget Considerations - Insights on budget allocation for new creatives, minimizing risks, and the potential use of the same campaign for testing in cases with limited budgets.
Latest Experimentation Jobs
Looking for a new challenge in experimentation? Find 100+ experimentation-related jobs on ExperimentationJobs.com. These jobs are from all over the world, on-site, fully remote, or hybrid. Take a look and start pivoting your career.
This week’s featured roles:
Data Analist/Scientist at Online Dialogue (Utrecht, Netherlands)
CRO Account Manager at Croud (Shrewsbury, United Kingdom)
Lead Experimentation Analyst at The Financial Times (London, United Kingdom)
Digital Conversion Rate Optimization Manager at C&A (Düsseldorf, Germany)
Product Analyst at Flo Health (Lithuania)
Are you hiring? Submit here
Other jobs from the community
CRO Researcher at Loop Earplugs (New York, USA; Amsterdam, NL; and Antwerp, BE). Teleworking is an option too.
Digital Product Manager at YETI (Austin, TX, USA)
The Certified CROs of the week
Congratulations to the amazing CROs for recently passing Experiment Nation's CRO Qualification Exam!
Julian Solonoski
Sarah Lachapelle
About the exam
The exam was crafted by industry veterans and covers the areas that CROs should be knowledgeable about. It takes less than 25 minutes to take. If you'd like to get certified, learn more here: https://lnkd.in/gHdJbJV2
Nominate a CRO!
We’re collecting nominations for the top must-meet experimenters of 2023. Those who love to connect with others, freely share their advice, and introduce people to others - without the attitude. If you know someone who should be on this list - nominate them!
Voting ends when the diversity of the nominations represents that of the larger community - so remember to nominate underrepresented folks who would be otherwise overlooked as well.