The Process

Step 1: Interview

Before we get started, we need to understand exactly who we're trying to target, what they might be interested in and how they might respond to certain things. It's unlikely you'll know exact answers but it's just to give us a starting point

Step 2: Sample Ads

You need to feel comfortable. It's vital that you are happy with the language we're using, the ad copy and the images we're using. Sometimes odd combinations and weird, out of the box ideas are the most effective but we'll never run anything against your wishes.

Once approved...

Step 3: Start running Ads

We will get going as soon as possible, then add more campaigns over the coming days. The idea behind this is to get you used to the traffic, the email volume and the level of enquiries. It's no good us turning the traffic tap on max when you're struggling to handle the first lot of enquiries.

Step 4: Ongoing Revisions

There's a concept called "ad blindness". It's where you see the same ad again and again and as a result, you start to tune it out. It might even help you massively and be exactly what you're looking for but for whatever reason, your brain ignores it.

For that reason, we keep recycling the ads. The majority of the ad will stay but instead of saying "Get Your Free Report" we might change it to "Free Checklist: Get Yours". Same idea, just visually looks different.

Step 5: Going Forward

Over time, we'll start to notice which types of ads, markets, platforms and targeting is actually producing customers.

You never know this from day one.

Eventually, we can start shutting down the ads that aren't as effective at producing customers and double down on the ones that are.

Oddly enough, sometimes you can have very well performing ads that just attract tyre-kickers. On paper, it's great but in reality, they don't pay. On the other hand, you can have a badly performing ad that actually filters people out, leaving only the very interested people clicking.

An example of this, is called "price filtering". It's where you put a price in the ad. Anyone not prepared to spend any money will not bother clicking saving you a click from someone who wasn't ever going to buy anyway.

Timescales

2 Months Strategy

WEEK 1

Engagement - ($5 Per Day Ad Spend) - Relevant Video

Traffic - ($10 Per Day Ad Spend) - Offer 1 (Landing page, broad targeting)

WEEK 2

Engagement - ($5 Per Day Ad Spend) - Relevant Video

Traffic - ($10 Per Day Ad Spend) - Offer 1 (Landing page, broad targeting)

WEEK 3

Engagement - ($5 Per Day Ad Spend) - Competition (announce winner 7 days after)

Traffic - ($10 Per Day Ad Spend) - Offer 2 (Landing page, broad targeting)

WEEK 4

Engagement - ($5 Per Day Ad Spend) - Relevant Photo

Traffic - ($10 Per Day Ad Spend) - Offer 2 (Landing page, broad targeting)

WEEK 5

Engagement - ($5 Per Day Ad Spend) - Relevant Photo

Traffic - ($10 Per Day Ad Spend) - Offer 3 (Landing page, Retargeting video views)

WEEK 6

Engagement - ($5 Per Day Ad Spend) - Relevant Video

Traffic - ($10 Per Day Ad Spend) - Offer 3 (Landing page, Retargeting video views)

WEEK 7

Engagement - ($5 Per Day Ad Spend) - Relevant Video

Traffic - ($10 Per Day Ad Spend) - Offer 4 (Messenger ad, Retargeting Video Views)

WEEK 8

Engagement - ($5 Per Day Ad Spend) - Relevant Video

Traffic - ($10 Per Day Ad Spend) - Offer 4 (Messenger ad, Retargeting Video Views)

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