You’ve been testing and tweaking your ad campaign messaging, iteration after iteration, and you finally have one that’s more successful than the rest. Before you start cranking up the spend, it helps to have a plan in place so you know what to expect once the changes begin. The more prepared you can be before increasing spend, the less of a chance you’ll waste it on unsuccessful or inefficient campaigns.
Whether you’re advertising on Google search ads, Facebook ads or display banner ads on a partner site, keeping track of your metrics carefully is going to be the most important part of your marketing strategy. Without smart metrics, you might not catch a campaign that has become costly before it’s too late. Once you’re ready to turn up the spend and see bigger results, know the differences between scale up vs scale out, carefully watch your costs, and start the next campaign before this one even ends.
Scale Up vs Scale Out
You could start pouring money into a successful campaign, but often times the algorithms that drive Facebook and Google will lose efficiency, spending more money than they have to in order to drive conversions. Instead, it’s better to scale out your campaign, rather than scale up, so that you can cover the same total audience size, but much more carefully. To scale out, identify what’s working best about the successful campaign, either the creative, the offer, the call to action, or something else, and replicate that for more audiences.
Instead of putting more money to reach the same audience or adding more people to that audience, scaling out replicates your successful campaign to targeted audiences not yet reached. Identify the other audiences that you could target with your successful campaign, replicate the campaign for each, and start running them independent of one another. This way you still end up reaching the same number of people, but if a campaign isn’t successful in one particular audience, it won’t affect the health of others.
Watch Your Costs
While your spend increases, so will the speed at which mistakes will happen. While your usual campaign may become less and less efficient over the course of a few days or even a week, campaigns with more spend can turn sour within the same day. As long as you are carefully monitoring conversion rates and cost per conversion or per click depending on the campaign, you should be able to catch any issues before they get out of hand.
Even though a campaign may still be converting as many new customers as it was in the beginning, it’s likely that over time it will become harder to convince customers to make a purchase, especially if they’ve already seen the campaign. That means the ad will continue to increase in cost, showing to the same users repeatedly, until you turn it off. Another metric that can signal this is impressions per user, which will tell you how many times the same creative is being shown to an audience member.
Start The Next One Now
While your current campaigns are coming to a close and you’re starting to turn them off as they lose efficiency, it’s a good time to get the next campaign ready to replace it. Carefully analyze the last campaign, variable by variable, until you can better understand why it was successful.
If it was the offer that made people convert, try to rephrase or reframe that offer a different way in the next campaign. If your creative connected with one audience particularly well, then find new creative that other audiences will resonate with on the same level. Constantly rotating campaigns will make sure your business stays top of mind and drive conversions.
Have You Really Tested Everything?
It’s easy to think you’re ready to start scaling out and lean into your successful campaigns, but doing so before testing every variable means you run the risk of missing out on even better conversion rates. If you’ve left a variable out of your testing that converts even better, then you’ll be spending more money to convert less customers, and you won’t be able to try that other variable after increasing the spend.
Breakdown your ad into individual variables so you can test them one by one. For a conversion ad on Facebook driving people to make a purchase on your site for example, break it down to the photo, the headline, the call to action, the audience, the messaging, etc. Each of these variables can contribute to a top performing ad, so all of them should be tested. Testing them one at a time will let you carefully track and identify the one that is attributing most to the ad’s success. Once each variable is perfected, then you can combine the top performing rendition into a single campaign and watch it succeed.
Watch Your Business Flourish
Many businesses think of marketing as one campaign at a time, or one goal that they need to hit, but instead it’s a never-ending process of testing and tweaking. The better you can monitor your metrics and pay attention to their performance, the better you can test individual variables to make sure you’re converting most efficiently. Once you’ve perfected your ad creatives, then it’s time to scale, watch your costs, and then start the next one.
If you’re ready to start advertising for your business and leaning into your campaigns to draw in customers on a larger scale, learn to track metrics on your ads manager dashboard on Google, Facebook, or whichever channel you’re using. Start testing different messages on small, highly targeted audiences until you figure out what works best and watch your business flourish under your optimized marketing strategy.