For larger stores with the capital to invest, we recommend a more aggressive approach to budgeting over numerous low budget tests or relying on word of mouth.

We understand why many managers are inclined toward multiple small, low-budget tests in an attempt to find a minimum viable budget. But starting with a bigger budget to find what works, then paring back what doesn’t can be a much more effective strategy.

Given the increase in ad costs and competition on these platforms, the reality is that you need to “pay to play” in order to discover your most profitable campaigns. This statement is based on our years of experience in running eCommerce PPC campaigns with budgets in the 7 and 8-figures.