Aggressive optimization has nothing to do with a hostile temperament, but it does involve being quick, decisive, and being willing to let go of any sacred cows. It is more comfortable to optimize over time, and often better from a scientific standpoint. But sometimes you don’t have time and need to produce results fast.
Data Is Your Friend
Whether you are optimizing display ads, search ads, Facebook ads, or even TV ads, data is your friend. The more data you have the more certain you can be and the easier it is to test. In fact, it is impossible