When we’ve got limited audiences, previous copy, and creatives, you’ve got one simple goal when you’re trying to scale.
Cast the WIDEST net possible, with a CAPPED budget, to get ALL the correct “SIGNALS” for scaling.
THEN you can push the scale button. SIMPLE.
Yet why do most advertisers approach this situation as if there’s a one-way answer, or it’s a hope-and-pray situation?
The same way to launch your ads, is the same way to test then scale your ads, right?
WRONG.
Advertising is about making a decision against machine learning platforms. The faster you understand that, and wield it, the faster you’ll outlap your competition.
To be honest, it reminds me of one of my favorite childhood games.
You v Ad Platforms
Advertising is Just = a Game of Battleships
👈 Remember this?
You place your ships, and hope your opponent picks the wrong squares so YOU can then blow up their ships?
Well honestly, your relationship with the advertising platform isn’t a million miles away from this!
On one side, is the exact audience and message you need to hit.
And on the other side is your ad budget. With each wrong move…
You waste spend, and DON’T get the “scale signals” you need.
So when you have one methodology to launch, deploy, hope and pray…
Your opponent hits your battleship!
(AKA the ad platform sinks your budget!)
In order to WIN and BEAT the platform at it’s own game…
You need a decision framework
that works DAILY.
Your goal is not to be a button pusher. Or a copywriter. Or an engineer.
Your goal is to be somebody who can direct a battleship, keep it on course, and navigate OUT of the missiles the ad platform throws at you.
I have that framework. But you need to understand the system first before you can use it. If your…
Audiences → Ad Copy → Creative → Budget
Are the only things controlling your ability to scale…
You need to feed the ad platform with everything it needs to spit out a winner.
It’s job is not to hurt you. Or block you. Or just take your budget.
It’s job is to connect you with a buyer in heat, or a prospect in pain. Nothing else, nothing less.
So when you have that framework, you’ll…