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Learn how to adjust your campaigns and promotions to get the results that you are after.
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Quick reference
Adjust
Learn how to adjust your campaigns and promotions to get the results that you are after.
When to use
Always think about how you can improve your marketing, and compare your ad performance to see what is performing best.
Instructions
Revisit content
- How can content improve?
- Are items of value important, impactful?
Revisit products/services
- Are people excited to buy, spreading the word?
- Is the price point right?
Use your best performing ad
- To determine your best performing ad, do A/B testing
- Take into account timing of ads – did something perform extra well because it was a holiday or big sale like Black Friday?
Use A/B testing to evaluate ad performance.
- Place two ads, with one key difference. E.g. same text but two different images, or same image, different text.
- Choose better of two, modify, and repeat placements with original and modified. Repeat until optimal results are acquired.
- High conversion = high ROI. You can invest in the same high performance ads with small differences, as you can predict the ROI for these.
- So you know why one ad works better than another, only change one thing at a time. If you change too many things, you will not know why a certain ad is working better than another.
A/B Testing can also be used on your landing pages
- Take two different landing pages and see which performs better
- Use different items of value, or text, or images. Or different bold promise, different colors.
Final takeaways
- Marketing never ends, it is always changing. Never go on autopilot.
- Stay abreast of new ideas, new social platforms, innovative ways to reach audience.
- Experiment! Companies that last are companies that innovate.
- You can do the marketing steps from this course yourself, or hire someone to help you.
- 00:04 In this video, we're gonna continue with step seven, the last training video.
- 00:10 Adjust.
- 00:11 How do you adjust your ads?
- 00:14 To make sure you are getting the best performance out of those ads.
- 00:17 Okay, so this is what you gonna do, the first thing is you are going
- 00:21 to revisit your content and ask yourself, if you got a team ask your team.
- 00:25 How can we improve the content?
- 00:28 Because the quality of your content is going to be huge.
- 00:32 Those items of value.
- 00:33 Are they important?
- 00:34 Does anybody care, okay?
- 00:37 Revisit the content, make sure that it's important.
- 00:40 Make sure it's impactful, okay?
- 00:43 Revisit your products, revisit your services.
- 00:45 Are they innovative?
- 00:47 When people purchase your product, are they excited about it?
- 00:50 Are they sharing it on social media?
- 00:51 Are they doing some of the work for you, right, to help spread your message?
- 00:55 So, take your best-performing ad and you stick with it.
- 01:00 So David, how do I know what my best performing ad is?
- 01:03 Well, we do something called A/B testing, A/B testing.
- 01:08 What that would look like is, for example, let's say you're doing Facebook ads.
- 01:12 You take two ads, right?
- 01:14 And you might have, in the beginning, two different images, okay?
- 01:18 Everything else is the same, the text is the same.
- 01:21 Everything else, the placement everything is the same.
- 01:23 And, you take a look after say a week or two, of which one has more sales.
- 01:28 Which one has more convergence?
- 01:30 This one? Okay, maybe it's that picture.
- 01:32 So now you take two,
- 01:33 you put the same picture in there, now you just tweak the text a little bit.
- 01:37 And you see which one performs better.
- 01:39 Its this one. Great, so we are gonna keep this text.
- 01:41 Now when the numbers get to where you really like it you've got a good all ROI,
- 01:46 you roll with it.
- 01:47 Now you can put that advertising budget that we talked about into that ad for
- 01:52 example.
- 01:52 And you can predict, what your ROI is going to be, does that make sense?
- 01:58 Same thing with your landing pages,
- 01:59 you can take two different landing pages, right?
- 02:01 Where you've got the opt-in box, where you're gathering,
- 02:04 you're giving them an item of value and you're gathering their leads, right?
- 02:07 You can take two landing pages, and have people, when people type in your URL,
- 02:12 sometimes they'll go to this page, sometimes they'll go to this page.
- 02:15 Maybe they have different items of value, completely different, right?
- 02:19 Maybe they've got different text, maybe they've got different images.
- 02:22 And you perform and see which one works the best.
- 02:25 Now, you might be thinking, David, I don't know how to do all of this.
- 02:28 That's okay there's people you can hire that do, okay?
- 02:33 Have them do it, or you can do it yourself.
- 02:35 There's plenty of information online.
- 02:37 They're very simple dashboards now, but if you're thinking you know what I'm just not
- 02:41 tech savvy I'm don't comfortable doing it, that's okay, hire somebody else to do it.
- 02:45 If you're one of those people who likes to get in there and
- 02:47 learn, it's really simple, okay?
- 02:50 You get in there, you'll get better, and better, and better at it.
- 02:53 And you do the A/B testing, okay?
- 02:55 So that's adjusting, that's how you adjust.
- 02:57 Same thing with your ads, with different images, right?
- 03:00 So different images, different texts, different bold promises, that's big.
- 03:07 Try a bold promise, maybe it's not attracting the attention you want.
- 03:10 Maybe you need another one.
- 03:12 So put one over here with a different bold promise and see how that performs.
- 03:16 Maybe it's different colors try taking the same image, instead of having it in color,
- 03:20 move it into black and white.
- 03:22 So there is more contrast, maybe they'll catch the eye better, okay?
- 03:26 And the key to really adjusting is experiment, experiment, experiment.
- 03:32 Okay?
- 03:33 Just keep going until you find that right, that right touch.
- 03:37 Now timing can make a big difference, can't it?
- 03:41 So sometimes you'll run out and it'll go great, go great, and
- 03:44 then it'll kinda die out.
- 03:46 Go back and look.
- 03:47 Wow, it was the holiday season.
- 03:49 That was a big time for our company anyways, right?
- 03:52 So maybe it wasn't the ad so much as so much as the timing, okay?
- 03:56 So you wanna start looking at all this information.
- 03:58 So you can start making intelligent decisions about where
- 04:01 to put your marketing.
- 04:02 Now, here's a question.
- 04:04 When does this ever end?
- 04:05 When do you just let your marketing go on autopilot and figure about it?
- 04:11 Never, it doesn't happen because marketing's always what?
- 04:15 Changing, it's always changing.
- 04:17 So, you wanna keep experimenting.
- 04:18 You wanna keep your finger on the pulse of marketing, okay?
- 04:23 You wanna make sure that you're up on whatever new platform is coming
- 04:27 in social media.
- 04:29 Whatever new ideas are coming.
- 04:31 Whatever new innovative ways to reach your target audience are coming.
- 04:36 Make sure you stay on top of that, okay.
- 04:38 And you guys are going to do just fine.
- 04:40 So adjust, let's do a quick recap.
- 04:42 Revisit your content, if you're not getting the results you want,
- 04:46 look at your content.
- 04:47 Is it really good?
- 04:49 Send it out to some really critical people that you know and ask them for
- 04:53 their honest opinion.
- 04:54 Send it out to your customers.
- 04:55 Send out surveys, whatever it is.
- 04:57 Is that content real good?
- 04:59 And then take your best performing ads and stick with it and
- 05:03 have you find out which one performs best?
- 05:05 A/B testing, right?
- 05:06 You can test two things, you can test three different things,
- 05:09 it can be in landing pages or they can be apps that you are trying for, right?
- 05:13 Try the same apps with different images.
- 05:16 Different text, different bold promises, different colors, etc.
- 05:20 And experiment, experiment,
- 05:21 experiment until you find that groove that's really working for you, okay?
- 05:27 Good, when you break it down, you build your foundation and
- 05:31 you move forward you are going to find success in marketing.
- 05:35 I'm called Steven Bradley and I hope to see in upcoming videos.
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