When I worked in sales, I was taught the ABC mantra: “Always Be Closing.” While ABC is a well-known and somewhat humorous sales mantra, I’ve always preferred a more balanced and customer-centric approach. This perspective has led to better long-term results, including higher customer satisfaction and stronger, sustainable sales growth.
In online marketing, we have ABT: Always Be Testing. This is a sound approach because, as I’ve often seen, what works for one company may not work for another, and situations in Google Ads change rapidly. Therefore, it’s essential to keep testing your assumptions.
Hypotheses Sheet
One of the first things I do when working with a customer is create a test/hypothesis sheet. This sheet outlines a new hypothesis, the criteria for success, the owner of the test, the start date, and the end date. This process ensures a few things: you base your decisions on results, not assumptions; it keeps track of your tests and when they should end; and it provides a record for new team members to see what has been tested and what hasn’t.
Of course, you can’t test everything at once. I rely on my own and others’ expert experiences too. For high-impact/high-uncertainty changes, I make sure to set up a solid test. Instead of switching the whole campaign or account at once, it’s often best to test a subset first to see if it works before making broader changes.
I’m curious to hear about your approach!
#google #googleads #ppcchat #onlinemarketing #onlineadvertising
