Advertising is scary to a lot of people.
They worry about investing in advertising and not seeing any kind of return.
But advertising is proven to be the best way to grow your business.
At some point, word of mouth, referrals, organic posting, etc., runs out of steam, and you need something consistent that will take your business to the next level.
That’s where advertising comes in.
With advertising, you come up with the best message and find the best way to reach people with your message in order to profitably grow sales.
But there’s one mistake people frequently make when it comes to advertising.
That mistake is not running scientific ad campaigns.
So what’s the difference?
With a scientific campaign, you run tests, measure results, and then expand your reach once you find out the results of your campaigns.
With non-scientific advertising, you pay for ads, cross your fingers, and hope they work. But you don’t have a consistent way to measure the results and gauge profitability so you can decide if you should expand your campaigns or not.
At ConversionEngine, we recommend going with option 1.
Instead of hoping, praying, and crossing your fingers, it’s much better to run scientific campaigns so you can learn what actually works and what doesn’t. Here’s an example…
A lot of campaigns are based on opinions. Your art director might prefer one color or another, and your copywriter might prefer short copy over long.
But what’s actually going to sell? Is photo 1 better than photo 2, or is long copy better than short copy?
If you base your decisions on the opinion of the highest paid person in the room, then you’ll never know, but if instead, you base your decisions on data and testing, then you can scientifically figure out which combination of photo, video, copy, etc., gets the best results from your campaigns.
That’s why at ConversionEngine we believe in testing, testing, and testing some more and why we base all of our decisions on data and tests and not opinions. Instead of thinking we know what’s best, we assume that we have no way of knowing for sure and would rather test instead.
For example, sometimes less professional ads perform better on Facebook than more professional ads.
The reason for this is that people have built up something called banner blindness where we’ve learned how to ignore ads online.
This means that as advertisers, we have to figure out how to break through this banner blindness in order to reach people. This may mean creating an ad with a super bright background so it stands out OR creating an ad that doesn’t look so much like an ad so people are more likely to engage and click.
So instead of assuming we know what works best, we’re always testing. We test image vs video, video 1 vs video 2, format 1 vs. format 2, copy variation 1 vs copy variation 2, offer 1 vs offer 2, etc.
The great thing about this kind of approach is that you’re always learning and always improving so you can get better and better results.
Facebook ads also happen to be PERFECT for scientific advertising.
Instead of needing to spend thousands of dollars to test a direct mail campaign you can learn from, you can spend a couple of hundred dollars on two different ads to see which one performs better. Then, once you find a better performing ad, you can either run a new test or triple down and put more money towards the ad that’s working the best.
So the next time you decide to run an ad campaign, we suggest:
- Start with a testing mindest where you assume you don’t know what will work the best and instead are ready to test, test, and test some more.
- Make sure you have enough budget set aside for testing since you’ll need a test budget to learn with before you’re ready to double and triple down.
- Be open to making decisions based on results. Instead of being set and thinking, “We have to use this video or that photo,” be open to using photos and videos you may not prefer if they prove to perform better.
- Work with an agency or team that has a history of testing and getting results because instead of starting from scratch, you’ll benefit from the hundreds of thousands to millions of dollars they’ve already spent testing, analyzing, and running ads.
And as you’re running ads, never forget—the goal of advertising is to generate sales. Immediate sales, abundant sales, and profitable sales. Scientific advertising will help you generate profitable sales faster, but after a period of testing, your ad campaigns should always be able to deliver immediate, abundant, and profitable sales, not just promises of sales in the future.
We wish you the best of luck, and if you have any questions about how to run scientific Facebook ad campaigns, feel free to send or leave a message.