A common recommendation in investing is to ride your winners and sell your losers, and the same could be said for marketing. (If only we could get someone to pay us anything for our unsuccessful ads and campaigns 😉
You will get lots of feedback on your various campaigns and campaign elements. Use it. If a social post gets a lot more shares and comments and likes, promote that one with paid ads. When a search or display ad gets a lot more response, keep running it. And phase out the ones that people don’t respond to.
In traditional direct mail marketing the best performing mailer becomes the control, and the company keeps using it until, through consecutive A/B tests, something finally outperforms it. And then that becomes the control.
It’s easy to be creative and to try new things. It’s harder to be successful. When you are, take advantage of it by riding your winners.