Good question. Follow up question: Do you have a bias toward certain platforms? Are you flexible on that?
Most brands we work with are on already on board with standard channels like Facebook and Google. But when it comes to lesser used channels, it’s certainly worth exploring. Pinterest, for one, isn’t an avenue we spend a lot of time on with clients. But for certain ecommerce or fashion brands with a design focus, it may be a worthwhile avenue for prospecting and acquiring audiences, and later remarketing on more effective platforms like Facebook. Linkedin is another one, which our clients aren’t typically using as a primary channel. But when it comes to career marketplace brands, it’s absolutely worth exploring. As always, flexibility towards testing is key, depending on your budget. If you have ten to thirty thousand dollars to spend, it might not be the best use of your budget to test. Stick with the tried and true Facebook, Instagram and Google. But once you have a substantial budget and a vertical fit, consider testing it.
We blogged about this, if you want to see some of our other strategic marketing questions: https://bit.ly/2vLSWxf
Hope that is useful! Good luck
Yeah, driving sales is hard. I hear ya.
We’ve had accounts where we implemented minor alterations, such as turning quotations from public relations into word art. And those ads have continued to perform well for more than two years. We’ve also had accounts where we retested a different variation with a storefront collection ad, with the video on the top and products beneath shuffling through dynamically from the product catalog, seeing great success. Both of those examples never would have panned out, had we given up after the first or even fifth try. But our persistence paid dividends for the client.
Please note, if you’re experimenting with a performance creative strategy, other people on your team (and even gurus who advise on best practices) might shoot your ideas down. Be prepared to use your grit to push through to the other side. Just because one person says your strategy won’t work, doesn’t mean it’s wrong. (Read our previous post on The Fallacy of Best Practices!)
Remember, failure is acceptable, and long as you bounce back and keep retesting new things. Besides, Facebook is constantly revamping their functionality anyway. What didn’t work last year or even six months might prove to be effective today.
We published a post about this if you’re up for more:
Hope that adds value for ya.