5) Planning the experiment

Your budget restricts the number of hypotheses you can test so you get statistically significant results. You can’t afford to be testing this and that, then something else.

This lesson helps you structure your efforts so you:

  • Formulate hypotheses in a way you can attribute a win/fail to your ads
  • Test hypotheses in the right order
  • Learn from the results of your prior experiments

Structuring your efforts becomes especially useful when you move on to a higher position and delegate running ad experiments to another person. It is also useful when you need to communicate the results of experiments to higher-ups, multiple departments, or clients.


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