Our experiments are comprised of 6 variables: Audience, Channel, Offer, Type, Creative, and Text.
When starting out, we recommend testing two offers that target one audience of at least 100,000 Contacts.
On Facebook and LinkedIn (Channel), you should test both Landing Page and Lead Generation Form Campaigns (Type) with two (2) Creativeand two (2) Textvariations for each.
NOTE: Programmatic only offers Landing Page campaigns (Type) and there is noText, so there are only 4 variables on Programmatic.
What Is The Difference Between Landing Pages And Lead Generation Forms?
User clicks through to your internally hosted landing page and completes the form.
Lead Generation Forms:
User clicks and opens a form hosted by Facebook / LinkedIn.
These forms see a higher conversion rate because the user's public profile information is auto-filled and they are not leaving Facebook / LinkedIn and therefore are more willing to complete the form.
How Do You Define A Campaign vs. An Experiment?
The sum of each variable.
Going through the process of associating audiences, picking the lead destination, and clicking “Launch Campaign” creates one campaign.
When you associate multiple audiences with different channels, add multiple landing pages/lead generation forms, and build a few ads, each of these variables creates independent experiments.
If you were to associate 1 audience to 1 channel, add 1 landing page, and build 1 ad, this would only create 1 experiment.
Alternatively, if you were to associate 1 audience with Facebook and LinkedIn, add a landing page and lead generation form for both Facebook and LinkedIn and create 2 ads for each channel, this would create 8 experiments - 2 landing page campaigns and 2 lead generation form campaigns on both Facebook and LinkedIn.
I Have A Campaign Consisting Of 8 Experiments That I Want To Run For A Month, But The Projected Spend Is Way Above Our Budget. Help!
With 8 experiments running for a month with the minimum daily budget of $25, you would be spending $6,000 if the daily budget was met each day.
Do not worry, due to reach and cost per lead / click limitations, the chances of you spending $25 on each experiment every day over the course of a month is very low.
However, we do advise that you log into the platform daily to ensure that you are pacing conservatively against your budget.