How do you prioritize testing opportunities within your campaigns?

Prioritizing testing opportunities is equal parts strategy and impact forecasting—because not every test is worth your time, and not every variable will move the needle. Here's how I go about it:

🔢 1. Use the ICE or PIE Scoring Model
These models help evaluate test ideas based on:

Impact – How big could the change affect performance?

Confidence – How sure are you that it will work?

Ease – How easy is it to implement?

Or:

Potential – How under-optimized is the element?

Importance – How important is it to the campaign's success?

Ease – Again, how simple is it to test?

📊 Score each test 1–10, total it up, and prioritize the highest-scoring ones first.

🎯 2. Align With Business Goals First
Always ask: What's the current campaign objective?

If it's acquisition, prioritize testing ads, CTAs, and landing pages for conversion lift.

If it's awareness, prioritize creative/format testing (e.g., Multimedia Ads).

For cost efficiency, test bidding strategies, targeting, or negative keywords.

🧭 Let the goal guide the test. No "cool ideas" just for the sake of it.

🔍 3. Focus on High-Traffic, High-Impact Areas
Start testing in places with:

Enough volume to get statistically significant results fast

Historical underperformance or flatlining metrics

High cost centers (e.g., your top 10% spending ad groups)

📌 Example: Testing new ad copy on a keyword group that drives 40% of your spend is way more valuable than testing it on a low-volume niche.

📈 4. Leverage Past Data to Find Bottlenecks
Run a quick audit to identify where the funnel is weak:

Low CTR? Test ads and headlines.

Good CTR, bad conversion? Test landing pages or offer alignment.

Good performance, but high CPA? Test bidding models or audience layers.

🔬 Use that insight to guide where testing could unlock the most value.

🧠 5. Test What's Hypothesis-Driven, Not Just Curious
Make sure every test idea is backed by a clear hypothesis, not just gut feel:

✅ "We believe testing urgency-focused CTAs will increase conversion rate because current ads lack strong CTAs."

❌ "Let's try this copy because it sounds cooler."

A strong hypothesis = a smart, measurable test.

📆 6. Balance Quick Wins and Long-Term Tests
Mix your testing roadmap with:

Fast-execution experiments (e.g., ad copy tweaks, bid modifiers)

Deeper impact tests that take longer (e.g., new bidding strategies, landing page variants)

⏱️ Time-to-value matters. Keep the test calendar balanced with short and long payoffs.

🛠� 7. Build a Testing Roadmap or Pipeline
I use a simple Kanban-style board (Notion, Trello, Airtable) broken into:

Backlog – All ideas, scored and prioritized

Planned – Tests scheduled to run

Active – What's live now

Analyzed – Completed tests with outcomes + next steps

📅 This keeps testing organized and ensures nothing gets forgotten or repeated by accident.

🔁 8. Let Wins Fuel New Ideas
Every completed test should spark the next one:

A winning ad copy test? Try expanding it to a new format.

Landing page underperformed? Try testing trust elements next.

🧠 Think in chains: One win → five new test directions.

🏁 Final Thought:
Testing is where optimization and innovation meet. Prioritizing the right experiments ensures you're not just "busy testing," but actually driving real, compounding growth.