I feel like marketing is a game of mental tenacity and consistency as much as it is a game of creativity and optimization.
If you have two ads running, and one is a winner, and the other a loser, you should keep the winner and drop the loser.
It sounds simple, but in practice it can be more nuanced.
We are emotional creatures first and foremost, so sometimes we end up trying to fix what isn’t broken.
It’s easy to say emotion should not enter the picture, but it often does, for a variety of reasons.
Maybe you chalk up your successes to happenstance and coincidence. Perhaps you feel your audience is already being bombarded with too many call to actions. Maybe you end up feeling the need to pull back when you could have kept pushing.
Doing what works is an art form. We must learn to stick to our guns when we see something working. Often, we must persist much longer than seems even reasonable or comfortable. Only then can we truly maximize results from our efforts.