Welcome back!
In this video, I want to quickly cover a couple of expectations when it comes to maintaining your advertising campaigns.
Advertising is both an art and a science and sometimes, it's more art than science! Facebook advertising campaigns can be unpredictable. Sometimes, you do the right things, and you don't get the results that you were expecting. On the other hand, sometimes, you break every "advertising rule", do everything that you are not supposed to, and still get great results.
Let's talk about it.
NOTHING IS WRITTEN IN STONE
The first thing I want to say when it comes to advertising, as I just mentioned, is that there are no hard advertising rules written in stone.
Everything that you’re going to learn in this training is just guidelines. Think of them as best practices based on our previous experience from working with hundreds of clients.
Again, nothing is written in stone.
We’ve seen people breaking all the rules (guidelines), that we're going to teach you, and still get good results.
What we’re teaching you here are things that we have seen work, so that you have the best chance of being successful.
However, just because something has worked in the past, doesn't mean that it will keep working in the future. In fact, if everyone would copy what worked in the past, it would stop working.
One of the best practices in advertising is to be different. If your ads look like everyone else's your business will not stand out.
THERE'S A LUCK INVOLVED
We already covered this one in the previous video, but I thought I would quickly repeat it here so that it sticks. Because there's luck involved, when you find something that works, stick to it. Otherwise, if you change something that is working, you might not get lucky again for some time.
EVERY CITY IS DIFFERENT
If your business is in a small town, your ad results may be completely different than the businesses advertising in a big city.
Some towns might be more receptive to a certain kind of messaging, images and videos than other towns.
The important thing here is that you test different things, and find what works for your business, in your area.
And even then, the things that worked at some point might stop working at another time.
Always try new things.
ADS MAINTENANCE IS NOT AN EXACT SCIENCE
I mentioned this at the beginning of the video, but I'll talk a bit more about it in this video. Advertising is more like “trading stocks”. You are making educated predictions about what is going to work, knowing that nothing is guaranteed. Things might not work as you thought. What you thought was going to work, doesn't end up working, and the opposite is true too. Sometimes you test things that you don't think are going to work, and they end up working.
We've had that happen to us many times with different clients. We tested something that we were unsure was going to work, and it ended up being one of our best performing ads.
Advertising can be unpredictable.
That is it!
Those are some expectations when it comes to advertising.
To do a quick recap:
- There are no hard rules written in stone
- There's luck involved, so stick to something when it works.
- Every city is different.
- Ad maintenance is not an exact science.
Again, I know we're just covering theory here, but I want to share all of this with you to help you be prepared for anything that can happen in your advertising journey.
See you in the next video!