The #1 Thing All Advertisers Need To Invest In
...and why NOT investing in this, even when things are good, can spell your doom!
I’m writing this out of some frustration with an agency client of mine.
One of the media buyers has contacted me letting me know that a Facebook Ads account isn’t going well and that the advice I gave him didn’t work. He wanted to know why it might be.
I then went back to a recommendation I had made 6 weeks prior. I noticed that it hadn’t been done.
“Why hasn’t there been any additional creative testing? The audiences are burned out: we’ve been running the exact same ads to the same audiences for 6 weeks, and the new audiences we’ve been running aren’t producing better results. Where’s the new creatives?”
He didn’t have an answer: he simply asked the rest of the team in Slack where the approval for new creatives went.
I had asked for this approval initially, got a “yes”, then when I asked about it again I got a non-answer.
If you run a digital marketing agency: you MUST ALWAYS be testing. If you run an ad account for a brand, you must ALWAYS be testing.
When I was running an account doing $30k/day in spend, I was testing new things literally every day. Our little low-budget account should be testing things at least every week.
So, here’s what all advertisers NEED to be investing in: TESTING!
It’s obvious, I know. But there seems to be a hesitance among some ad account managers to actually test, even though we always say that we should always be testing!
Is it because it’s unpredictable and no one wants to take risks with their dollars?
Is it because actually creating new ads is a fair bit of work?
Is it because testing requires admitting that things aren’t as good as they could be?
I don’t know.
But you need to test to figure out what works. Then when you figure that out, you need to test to figure out how to make it BETTER. If you’re not always improving, you’ll eventually get smoked by a competitor who is.
Always be testing.