3 builders who never spoke to each other

Run the small test instead of deliberating

Three builders reach the same conclusion about speed. Six months of tuning one platform was beaten by a first attempt on another, so run a series of small cheap tests across several and let the results say where your audience actually is. Treat each failure as a capped loss and keep cycling until one breaks out, then pour the effort into that one. Teams that do this daily simply run the campaign rather than debating it, and the practice is what makes them quick.

The method

1. 01

   Before you commit budget to one ad platform, run a series of small cheap tests across several platforms so you learn which one your audience actually sits on.

2. 02

   Treat each failed test as a small capped loss and keep cycling until one channel breaks out, then pour effort into refining that one.

3. 03

   Do not deliberate over which channel to try or which headline to use: teams that do this daily just run it, and the practice is what makes them quick.

4. 04

   Advertise on the platform where your buyers already spend their attention, then work the loop: try something, measure the attribution, keep what returns and repeat.

What it returned

• Six months of Facebook tuning was beaten by a first attempt on Twitter ads

• He contrasts a marketing team casually trying a campaign on a new social platform with an organisation agonising over its first pricing change or acquisition.

• Combat Flip Flops began with entertaining posts and videos on Facebook and turned it into a process of targeting, attribution measurement and reshaping content around the highest returning work.

Sources

• When should a decision be fast, or slow?Jason Cohen · longform.asmartbear.com · When should a decision be fast, or slow? · 2018-09-05
• A story about my dad and PPC adsHarry Dry · Marketing Examples · A story about my dad and PPC ads · undated
• Leaving the Army & Starting a +$350K/month eCommerceMatthew Griffin · failory.com · Which are your marketing strategies to grow your business? · undated