What happens when ad campaigns that had always worked for your business, suddenly stop?!
Every business owner I've spoken with relies on Facebook, YouTube, Google or Instagram for generating sales appointments, new leads and to sell products for their business.
So, what do you do when...
- Competition has forced your Google keywords costs to sky-rocketed..?
- The cost of your Facebook lead form triples literally overnight for no apparent reason..?
- Your Instagram engagement suddenly drops by 80% thanks to their latest algorithm updates..?
Other than feeling deflated and frustrated as hell, how do you react?
The landscape for advertising has always been evolving...
Before the internet (yeah, remember that?!), print advertising was booming. TV was KING and Out Of Home was all the rage.
(Side note: I still remember being a Media Planner at OMD, Sydney, when Digital advertising spend actually surpassed TV - but that's a story for another time.)
One thing has always remained the same. The advertising landscape has been, and always will be evolving.
The only thing that has changed?
The velocity at which it's evolving.
Strategies that worked 12 months, 6 months... even 3 months ago (!!) may no longer be working.
During the "Golden Years" I remember being able to launch an ad campaign online, and sit back and watch thousands of leads roll on in for months...
All I needed was:
- 1 version of copy
- 2 image creatives
- 1 lookalike audience
That. Was. It...
Nearly 2,000 leads at $10 a pop!
But my bubble was about to swiftly burst (Damn you Zuckerberg!!!) due to...
- The ever-changing ad platforms
- New algorithm changes and updates
- Stricter advertising policies
- Increased competition across the board
- Diversification of ad formats and platforms
Results started to plateau...
So, rather than hating on Facebook for it's newsfeed algorithm changes... or
Google's increased competition around my keywords...
I needed to evolve as fast as the platforms I was using.
I needed to diversify my strategies, my targeting and my creatives.
In practice, this resulted in 300+ ads running simultaneously for the exact same campaign nearly 2 years later...
In other words, I needed to run
15 SEPARATE campaigns...
TARGETING 89 different Audiences...
WITH 6 varieties of Ad Copy...
5 Different Images and...
4 Video Creatives
Which meant I was left with over 300+ separate ads all running simultaneously...
So, next time your campaigns break, don't throw the towel in just yet...
Try testing new creative angles, exploring audiences, introducing new variations of ad content and offers.
Millions of brands around the world are KILLING it on YouTube, Google, Facebook, Instagram and LinkedIn.
You just need to know what the best strategy is...