You're struggling to improve ad quality. How do you effectively ask clients for more time?

Be truthful: Clearly state the problem. "We're facing challenges improving ad quality without more time for testing and optimisation." Illustrate the effect by emphasising the advantages of giving the client extra time.Better targeted ads, higher click-through rates, and eventually higher ROI are all the results of investing more effort." Provide answers: Make a compromise suggestion."We can promptly deliver a rudimentary version and, given additional time, polish it later." Establish trust by telling the client that you are dedicated to their achievement.Our goal is to craft the most effective campaign for you."

Emphasize that additional time allows for thorough market research and creative testing, leading to more precise and effective ads. For instance, deeper market analysis could reveal untapped audience segments, significantly increasing campaign reach and engagement. Ergo, saving and making more money for the client.

Time is an investment, not a constraint. I once had a client eager to launch a new product campaign. While the initial timeline seemed tight, I proposed extending the research phase by a week. I emphasized that this extra time would allow for a deeper dive into consumer preferences and competitor analysis. The result? A campaign that exceeded expectations, generating significantly higher engagement and sales. It proved that investing a little more time upfront can yield exponential returns.

Use past case studies to demonstrate how taking extra time resulted in successful campaigns, thereby building trust. You can highlight a previous project where a two-week extension led to an X% increase in conversion rates due to refined targeting.

Demonstrating past success builds trust. I once worked on a campaign where the initial ad concepts weren't resonating with the target audience. I requested additional time to conduct in-depth user research and refine the creative direction. By sharing data from a previous campaign where a similar approach led to a significant increase in engagement, I gained the client's trust. The extra time allowed us to develop ads that exceeded expectations and generated a higher ROI.

I was taught a long time ago to always make it about the quality of the work. We say we just haven’t hit our bar yet and we need more time. Rarely is there pushback.

I think setting the proper expectation is the best way to ask for some more time from the client. Never overpromise anything to the client, it leads you in trouble in the near future. If you are capable of generating 100 Leads, then promise only 80.

Setting clear expectations from the start is crucial. I once worked on a campaign with a tight deadline. To manage expectations, I outlined the potential challenges, such as unexpected creative roadblocks or feedback iterations. I also emphasized the importance of open communication throughout the process. This upfront transparency built trust and allowed for smoother adjustments when the need arose.

In the Indian market, improving ad quality often hinges on clear communication with clients about the creative process. An insightful approach is to highlight how renowned Indian brands, like Amul, invest time in iterative development to achieve iconic ads. According to a 2022 survey by KPMG, 64% of Indian marketers found that extended timelines led to higher campaign effectiveness. Citing real-life examples, such as Zomato's successful rebranding campaign that spanned several months, can illustrate the tangible benefits of allowing more time for creative refinement. Emphasize that this additional time not only enhances the ad quality but also ensures the campaign resonates deeply with the target audience, driving better results.

Strategic justification is key. I once requested additional time for a campaign to implement A/B testing on different ad variations. I explained how this would provide valuable data on audience preferences, enabling us to optimize the campaign for maximum impact. By clearly outlining how the extra time would be used to refine the creative and targeting, I convinced the client of the potential benefits. It resulted in a campaign that exceeded expectations due to the data-driven optimizations.

Clients are generally happy to wait for an effective product. This does require communicating transparently, they get upset when they feel lied to or like they are being given the run around. If it appears you need more time start communicating that sooner rather than later, so when it is time to ask the customer doesn't feel blindsided.

Transparency builds trust. I once encountered a roadblock in a campaign that required additional time. Instead of hiding the issue, I openly communicated the challenges, shared potential solutions, and provided regular updates on progress. This honesty not only gained the client's understanding but also strengthened our relationship. They appreciated the open communication and were more willing to support the extended timeline.

If the client agreed for more time to get the results, work the campaign continuously. Ask industry experts, seniors or in any forum. Don't just sit and wait for the magic to happen automatically.

For paid social platforms such as Meta, TikTok, Pinterest, or even LinkedIn... the creative is the most important variable to systematically improve. Be data informed, and listen to what the market is sharing. Take ideas from your team, clients, and competitors while making decisions. You may find particular messaging, styles, mediums, and heuristics have a higher propensity to convert for a particular offer/industry. Set up custom naming conventions and reporting so you can analyze the different variables.

Emphasizing continuous improvement is crucial. I once explained to a client that advertising is like fine-tuning a high-performance car. Initial results are important, but ongoing adjustments based on data and feedback are essential for peak performance. By framing it as an iterative process focused on maximizing ROI, the client was more receptive to the idea of additional time. It's about positioning ourselves as partners in their long-term success, rather than simply service providers.