Prephic Marketing

Y’ I s .. s s .. One person says Test with ABO and then scale with CBO... Another person says Test with CBO and then duplicate to scale The next person says Use ABO and do not use CBO And still another says Use CBO and just increase budget to scale Well guess what?? You are ALL right. Yes, that’s correct, all of these strategies work and do you want to know why? It’s because every company’s targeting is going to be different and every paid ad campaign is going to react different. Algorithms pick up on real time action, ARTA, (algorithmic real time action) and the real time actions of people change from month to month, day to day, hour to hour and minute to minute. Why do you think that your audience that’s been crushing all of a sudden tanks? Your audiences ARTAs changed and you need to be prepared for that. How do I prepare for that? By having multiple creative and ad copy variations on hand to get back on track as fast as possible. You might have to launch an ABO campaign when you have been running it in CBO Or vice versa You might need to resurrect old LALs or Interest based audiences that you turned off two months ago because now they might react and convert now based on new ARTA data. (I hope you aren’t giving up on an audience forever, I routinely cycle through previously used audiences that have converted in the past) And most importantly You have to manage your client’s expectations and let them know about algorithmic influences and that they need to be patient and trust the process because we are the professionals and we’ve changed a digital tire or two!! Having a toolbox full of different strategies and willing to be open minded is the key to success. Put the blinders on and Always . Be . Testing!! Hope this helps you all keep it real. Have a great Q4 everyone!!!!