Level: Beginner
A handful of predictable mistakes account for a large share of wasted early media buying budget, and most are avoidable with a little foresight.
Launching Without Verified Tracking
Spending real budget before confirming conversion tracking works correctly means you may never actually know if the campaign succeeded.
Judging Results Too Early
Ending a test after a tiny sample size, based on a gut feeling rather than a meaningful amount of data, leads to unreliable conclusions.
Blaming Targeting Before Checking Creative
A weak result is often assumed to be a targeting problem when the actual cause is unpersuasive ad copy failing to convert an otherwise well-targeted audience.
Next step: Use the Sales Letter Writer to rule out weak creative as the cause of a disappointing early result before assuming the problem is targeting or budget — refine the copy first.