Last week I ran a small test that surprised me.
I usually keep Google Ads targeting very tight. Fewer keywords, mostly set to exact match means fewer wasted clicks and a higher quality of enquiries—simple. I put my lean campaign up against the broader one my client was already running.
My version lost.
After checking the tracking, I gave the keyword list more room and ran the test again. Early numbers show the broader approach is ahead.
That result reminded me why experiments matter.
Two things make experiments work:
1. Measurement
Track what counts: enquiry forms, Unibuddy chats initiated, open-day bookings. Only when you’re able to measure, are you able to learn. Though tracking never captures 100%, only hard numbers will confront you with reality and pull you out of the intuition comfort zone.
2. Safe space to learn
Every test, win or lose, teaches us something. Teams must feel free to try, fail, and try again. Leaders (me included) have to admit when the data proves us wrong and show patience with the process.
Budgets, brand rules and academic calendars will always set limits.
Testing is how we keep moving forward anyway.
