?? Making the Most of Holiday Downtime

Welcome back to Post & Scale and we hope you had a great holiday.

Not everyone is back to work just yet, so things still feel slow.

Budgets are still getting finalized, decision-makers are easing back into work, and campaigns often stay paused until the dust settles.

But this downtime is a gift.

It’s the perfect opportunity to reflect on last year’s performance and set up your strategy for a big Q1. Check what worked and what didn’t, so you can enter the new year with a clear plan to scale your wins and avoid wasted spend.

Every successful lead generation strategy starts with understanding the past.

Take a hard look at your campaigns from the last quarter or year. Identify your top performers by channel, audience, and creative. What trends emerge? Maybe one campaign or traffic source delivered exceptional ROI, or a particular audience segment consistently converted at a lower cost.

Pinpoint these bright spots and ask: “What’s the potential if we double down here?” The easiest wins come from simply scaling what already works.

But scaling isn’t always straightforward. Consider whether these campaigns have room to grow. Did budget limits constrain their performance? What would happen if we added more lead vendors, new channels, or tested new targeting?

Use what you learn from your best campaigns to build new variants.

Tweak the creative to test on another vertical, create campaigns for adjacent verticals, and add top lead sources to your other campaigns - but stay close to the winning blueprint.

Of course, not every campaign will have been a winner. For the under-performers, resist the urge to write them off entirely. Dig into the data and uncover why they fell short. Was it the targeting? The creative? Or maybe market conditions for this vertical don't support high demand?

By isolating these variables, you might find opportunities to salvage campaigns with untapped potential. If a campaign is salvageable, apply your findings to create a stronger iteration. If not, let it go and shift resources to higher-impact areas.

Finally, take the time to document your findings. Build a playbook detailing your most successful campaigns, the lessons learned, and your testing roadmap for 2024. This will keep your team aligned and ensure nothing slips through the cracks.

With Opta's automatic performance reporting, this process is fast and easy. Quickly identify winners and lowers, refine targeting, and note your best traffic sources.

Schedule a demo today and see how we’re helping lead sellers and buyers win in 2024.

Otherwise, enjoy your weekend.

Cheers,

Cole Bridge

General Manager at Opta

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