Playbook / Lessons / Partners and paid growth
StartupsMeasure every ad test and expect the results to change
Cohen says he tried a hundred campaigns across search, trade shows, mailers, newsletters and print, and could not predict which would work. His advice is to pick the first channel that is measurable, quick to show results, cheap and comfortable, then test it with accurate measurement in place. Campaigns that worked early could fade over time.
“I learned I have zero ability at predicting which campaigns would produce.”— Jason Cohen, How do I know where to advertise?, Jun 2012
Do this
Choose one measurable ad channel this week, set a small cap on the trial, and put tracking in place before the first dollar goes out.