Do this to build a library of successful lead generating martial arts Facebook ads.
.IN THIS EPISODE, YOU WILL LEARN:
What is a Facebook ad split testing really
How to stop ‘flying blind’
Why you should always ‘beat the control’
Moving big rocks, stones and pebbles
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If you're not testing and optimizing and trying to improve your ads, then what happens is, every month you're just flying blind, right? So every month, you've got to come up with a new campaign, a new idea. And if you don't have a proven track record of things that have worked previously and you know exactly why they worked, then you're always playing this guessing game.
GEORGE: Hey George here. So I want to give you a quick couple of ideas and tips on how you can improve your ads, your Facebook Ads or Google Ads. Mostly going to focus on Facebook at this point in time, but how you can improve your ads through testing, through running different split tests, et cetera.
So just finishing up the last touches for a session I'm running for our Partners tomorrow, it's called the Ad Conversion Optimizer. Just finished up mapping everything out and just about to finish up on the actual worksheet that goes with it.
It's going to be a great session, but I want to give you a quick couple of ideas on how you can improve your ads. And I guess first and foremost, why you should be doing it in the first place. If you're not testing and optimizing and trying to improve your ads, then what happens is, every month you're just flying blind, right?
So every month you've got to come up with a new campaign, a new idea. And if you don't have a proven track record of things that have worked previously and you know exactly why they worked, then you're always playing this guessing game and you're always trying to come up with new things and you're flying blind every single month.
Whereas if you keep track of what you're doing and you measure your different results and you test all these different elements that we're going to talk about now, then you build up this library of winning campaigns. And now when you go and run a new campaign, you know, well, that offer converts, that headline works, that element works, and you can mash them all together and the chance of a successful campaign is so much higher.
And look, there's no golden goose of… Everyone's always looking for that big idea. Well, sometimes that big idea is actually just working with what you've got and making those incremental changes until you build up this golden goose that's forever producing the golden eggs. Right? Okay. So we don't look at eggs, we like to look at rocks. I like to refer to it as balancing rocks, which is kind of why I added this slide over here.
So here's what that means. You've got big rocks, you've got little stones, and then you've got pebbles. Okay. So first let's start with the big rocks. Big rocks are testing big ideas, big ideas as in big, different concepts. So that could be targeting a different emotion, for example, or restructuring a whole different ad format. Maybe that could be like running a video ad versus a text-based ad, or a long copy versus a shorter copy type ad.
Then you've got the little stones. Now working with the little stones, with the little stones is you've got your winning concept and now you start tweaking little elements. So you might start changing the different headlines, changing the descriptions, and now you start testing different elements within that ad to see which is performing better.
So there's a term called ‘beat the control’. Perry Marshall started, I think he started this concept. Perry Marshall was the… He wrote a book called ‘The Definitive Guide to AdWords’ way back in the day, many, many moons ago. And he always spoke about this concept of beat the control and that means that you are…