Bid differently by placement or age group when their results differ by 20%+

Alper Taner… didn't work, I didn't follow up on the latest status because I'm also busy with my full-time job. But yeah, there are many this kind of things you can test. And this is, of course, one extreme. You should not test stuff only for sake of extreme testing, but there are simple stuff as the value-based rules. You can test those bid modifiers that exist forever, but now, it used to be available only through FMPs. Now, it's available within the UI.

Alper TanerIf you have performance difference above 20%, 30% among the, let's say the placements or demographics and such, it is worth testing it. And yeah, so there are a lot of tests to do across all channels. So, when you want to look for room for growth, you should look at both vertically and horizontally. So, horizontally will be like at the channel level, okay, are we really maxing out at 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 …

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 …