What is a DRM control ad and how does it serve as a baseline for testing new dental marketing? A control ad is a previously tested ad with known performance metrics that becomes the benchmark against which new ad variations are measured. The mechanics work as follows. The practice develops or acquires an ad that has been proven to produce qualified inquiries at an acceptable rate. That ad becomes the control. Whenever a new variation is tested, a new headline, a new offer, a new layout, a different demographic placement, the variation runs against the control and the response rates get [...]