Quite a few people asked what I do with my clients during the 8 week testing period, here is the breakdown:
Before running ads, we offer a 1-hour consultation in which we ensure that your existing funnel (including landing pages, email automation, videos, etc.) is of the highest quality, and ready for traffic.
Once the funnel is optimized, we begin the process of creating effective ads. Our first step is to run ads to existing warm audiences (email subscribers, website visitors, Facebook page likes, etc.) to discover what journey we need to walk them through to get them to act. This process allows us to fine-tune your funnel while ensuring that we are using the best performing ads before moving on to new, cold audiences for our 8-week testing period.
The 8 Week Testing Period
Weeks 1-2: Audience Testing
This period is spent testing various audiences in order to determine which audiences are most engaged and prepared to interact with your content.
Weeks 3-4: Ad Testing
Once we have determined the most receptive target audiences, we need to ensure that each ad we run is the most effective version for each group. During this period, we will test different ad variations (testing images vs. video, slideshows vs. carousels, mobile vs. desktop, etc.) to make sure that we are running the best ads to your most engaged audiences.
Weeks 5-6: Funnel Testing
We know who to target, and how, but what is the most effective way to move someone from a cold audience to becoming a loyal buyer? During this period, we break-down each touchpoint your audience engages with in order to understand exactly what needs to be optimized, for the best results.
Weeks 7-8: Scale
Now that we have consistent results, we scale ad spend to ensure that as we spend more, the results continue to perform as anticipated. We test new offers with best performing audiences and target new audiences with tried and true campaigns.
After this process is complete, we have benchmarks that inform us as to how much targeting a new audience should cost, which ads elicit the most favorable response and which funnel will ensure that they are ready to pull out their credit cards.