Use MMP data to compare ads, but switch channels off to see what they really add

Alper Taner… every channel? Do I have the response curves of all the channels? Can I really double on this channel or rather spend X percent on this channel and Y percent on another channel? This usually will come from the MMM output because MMM will consider all your various sources of data, although mostly it's looking at the impression spend and conversions and such. But it does know this is now there because you upload your last 24 months data and such.

Alper TanerAnd then when I talk about the vertical side, it is about, I don't know, on Meta, I gave already a few examples on, we talked about the audience testing, we talked about clustering based on CAC or LTV, depending on how we optimize, we talked about the value based. There are like 50+, I think, tests that you can do, but the prioritization of this test should come from your current data. And then on UAC, it should start as basic as, okay, what are you bidding on? Are you bidding on Firebase events or your MMP events? Are you still optimizing towards an install or are you optimizing towards a lower funnel and have you tested excluding your brand keyword? What is incremental value? So, at the different stages, so starting from... So, I think we talk a lot about the recent examples were more about large advertisers with large budgets where they can invest into in-house teams to build all this MMM or get a third-party tool to basically utilize the outsource the MMM.

Alper TanerBut at a small scale, you can also just turn on and off. Large advertisers cannot afford to do that, but if you're a smaller advertiser, like if you're just spending... Okay, I don't want to number now because I said small advertiser. Let's say if you can afford to turn off the channel, regardless of your size, let's put it this way, if you can afford, just do it. If you cannot afford, then you have to use this kind of either the GeoLift or the blackout or holdout or there are tons of scientific statistical studies you can run for the sake of incrementality and such. But the most basic one is sometimes switch on and off and then observe the outcome. And again, there are no one right way to do things. It really depends on your size. It really depends on your markets vertical and such.

Alper TanerSo, I know some of our folks within our industry, they have great advice that are applicable to most accounts, but they're not applicable to every single account, as well. So, that's why I mentioned at the beginning of the talk, take them as inspiration, take them as like, if you hear something, this didn't work at all, be like, "Great, I will try it, but later." But don't be like, "Oh, we should not even try that." Unless you have also evidence …