Bad Data, Poor Decisions. Be Careful What You Watch
Nobody in their right mind wants to do shoot in the dark advertising. There is simply too much chance of poor figures and wasted money to arbitrarily post an advertisement and see what happens. It is why ad testing is done; to narrow the probability of poor sales figures and increase the chances of strong revenue the same time. When advertising manager must keep in mind is that ad testing is like any other statistical tests. Data problems can cause nightmares.
Google allows for some very sophisticated testing of ads that can uncover a great deal of information. However, the old adage of “garbage in, garbage out” will apply to any ad testing. It is how the data is gathered and then interpreted. Here are some externalities that can affect the data collected in any ad testing.