Let’s say you switch to a new agency for your Paid Media (such as Single Grain), and they introduce a new campaign structure for you in Google Ads (or Microsoft, or Meta). All of a sudden, performance starts to look a bit worse. 📉 What’s the first reaction you have? 😡😡😡😡😡 “This agency doesn’t know what they are doing.” Unfortunately, your ad account is being hit by the infamous “learning period” that all Google, Meta, and Microsoft algorithms have. What does this mean? Let’s break it down so it’s less of a “black box.” 🤔 What is a learning period? It’s the amount of time it takes for Google’s algrothium to learn WHAT you want it to do and to react to any changes you make in the account. Same goes for Meta and Microsoft. 🤷♂️ Is the learning period bad? Not necessarily. If you are implementing a new structure, trying to hit a new conversion action (such as moving from form fills to sales qualified leads), or if you introduce new ad copy, keywords, ads, or audiences, you will go into the learning period. AND that’s OK 👌 Once you cross out of the learning period, you will likely see improved performance (or else, why would you be making the change)? ⏳ How long is the learning period? This can vary depending on how long your path to conversion is. For some advertisers, it can be as little as 2 days, for others it may be as long as 2 months. On average, it tends to be around 1-2 weeks. 🙈 How can you avoid the learning period? It is unavoidable at times. However, you can mitigate it by trying to make changes gradually, no more than 10% at time. The platform will know what to with the 90% of your campaign you didn’t change and only have to relearn the 10%. Though, if you need a new structure, sometimes you just have to bite the bullet and work through the learning period. Hopefully this helps alleviate some of the confusion around learning periods and provides you with some peace of mind the next time your paid media specialist mentions the “learning period” as a reason for volatility within your account you at least know what it is, about how long it will last, and what you can expect. Want to learn more about Paid Media? Check out the latest posts on our blog: https://lnkd.in/euUQBz7Y
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Paid advertising is a way for businesses to reach the people they want to reach. Paid advertising can also mean radio or TV ads, but most people use it to talk about ads on the internet. A lot of the time, paid ads work like a sale. People who want to put ads on sites like Google Ads and Meta ads have to bid against each other. The sites use algorithms to choose which ads to show and when to show them. Each ad site has its own way of bidding. But most of them choose ads based on .. read more https://lnkd.in/gJy-5JqQ
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Digital Marketing + Paid Advertising Expert for Salons & Aesthetic Clinics | Master of Strategic Growth & Lead Generation | Meta Specialist | Podcast Host
Paid Ads DON'T Always Equal An Instant Sale... & this is not a bad thing - here's why: When you're running paid ads for higher-priced services, you're advertising to a COLD LEAD... a potential client who is completely unfamiliar with you, your brand and the quality of your product and service. In this case, the potential client is unlikely to make an impulse purchase right after seeing your first ad. This is especially true for services with a higher price tag, where the decision-making process often involves more thought and consideration, especially during a cost of living crisis* Redirecting these leads to your social channels, like Instagram, is a strategic move that we love to utilise at BDB Group. Here's why: By directing traffic to your social media pages, we're inviting potential clients to enter your world. They get to see more about your brand, your expertise, and the results you deliver. Through consistent and engaging content, you can "warm up" the cold lead, building trust that is a lot more likely convert a high price tag sale. Your social media page allows you to nurture leads by providing value through posts, stories, and interactions. You can showcase testimonials, educational posts and success stories that demonstrate the worth of your service. This gradual build-up helps to position your service as a valuable investment, rather than a one-time expense. Sometimes, you need to step away from just viewing the singular paid ad as a means for instant ROI and assess the bigger picture. Our job as a specialist agency is to assess the market, value of the service and the likeliness of conversion based on the unique leads...
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Thinking about starting paid ads for your business? Don't get BLINDSIDED! More and more businesses are leaning on paid ads to drive growth, especially with COVID accelerating digital transformation. Google Ads has become a go-to channel for customer acquisition. We've all been there – our business isn’t getting the leads we hoped for organically, so we decide to give Google Ads a shot. The promise seems irresistible: "targeted ads delivered straight to your ideal customers." So we dive in – setting up campaigns, writing ads, choosing keywords. We get everything running and then… crickets. 🚨 No clicks. No calls. No sales. What happened? 🤔 While paid ads can be a powerful solution for businesses looking to grow, jumping in without setting realistic expectations can lead to wasted budgets and a lot of frustration. Here’s the deal: We often expect immediate results from Google Ads. But the truth is, it takes time for ads to start working. On average, it may take 3-6 months for Google Ads accounts to mature and deliver optimal results. In the early stages, focus on learning. Monitor key metrics like click-through rate, conversion rate, and cost per conversion to refine your targeting and messaging. Here’s what to realistically expect in your first month: 👉 Low ad engagement at first. Google needs data to optimize your ads and target the right people. Give it a couple of weeks before judging. 👉 Testing and tweaking required. You'll likely go through multiple rounds of ad variations and keywords before finding what works. Be prepared to continually refine things. 👉 Budget limitations. With a small budget, you'll have limited ad exposure. $100/day is a good minimum to start seeing results. 👉 Lag time in the sales cycle. Even once you get clicks, it takes time for prospects to convert. Follow-up nurturing is key. Remember: Focus on learning, not just leads. 🎯 The first month is a learning period. Gather data, don't expect instant returns. Be patient, persistent, and open to testing new things. Over time, Google Ads can become a powerful channel. But know that the results will come incrementally, not overnight. Setting proper expectations prevents frustration and giving up too early. Take a long-term view. With the right strategy, those customers will come. Just give your Google Ads some time to work their magic.
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I scale businesses with direct-response ads | Videos and static creatives that drive performance | Scaling to $1M/Monthly in ad spend | Spent 25 000 000$+ on ads.
I've earned $50+ million for my clients using paid ads. It'd take years to do with organic traffic, but it can take only a few months with ads. In 2024, there is not a single brand that cannot benefit from paid ads. Here are 6 most important lessons I learned: 1/ Running ads sounds scary, but it's simple. People overthink the ad process & underthink the impact. You only need a good product, an offer, and a website to get started. 2/ You can sell without limits if your products solve problems. The selling cap becomes unlimited with paid ads. You can sell to a single person or thousands in one day. It's all up to you. 3/ Businesses fear taking risks. Fear of wasting money on ads keeps many businesses in the same revenue brackets. You can win by starting with direct-response ads that speak directly to your ideal client 4/ Paid ads are the cheapest client acquisition method. You can spend $100 to get your first leads if done the right way. If you don't know the right way to do it, you can make it very expensive to advertise. 5/ Outreach is a terrible idea for getting clients. A lot of work for little results. But with a few dollars, you can get noticed by your potential customers. (it is great when you start, but as you scale, ads are more efficient. You get more leverage) 6/ Fancy doesn't sell. Clear sells. Don't fret about visuals as long as your message is clear. The first thing your audience looks for is the solution to their problems. Paid ads are as efficient as the person managing ad account. The sky is the limit with paid ads. Once you see it, there's no going back! Are you leveraging paid ads to its 100%?
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Thinking about diving into Google Ads for your business? Don't get BLINDSIDED!!! My recent reflections on the challenges and rewards of paid advertising have me thinking: Setting realistic expectations is key. While Google Ads can turbocharge customer acquisition, expecting instant results can lead to frustration. It's crucial to give your campaigns time to mature and optimize. Focus on learning and refining your approach in the first few months. Patience and persistence pay off! What's been your experience with paid ads? Let's share insights on navigating this powerful tool for business growth. 📈💡 #GoogleAds #DigitalMarketing #BusinessGrowth #PaidAdvertising
Thinking about starting paid ads for your business? Don't get BLINDSIDED! More and more businesses are leaning on paid ads to drive growth, especially with COVID accelerating digital transformation. Google Ads has become a go-to channel for customer acquisition. We've all been there – our business isn’t getting the leads we hoped for organically, so we decide to give Google Ads a shot. The promise seems irresistible: "targeted ads delivered straight to your ideal customers." So we dive in – setting up campaigns, writing ads, choosing keywords. We get everything running and then… crickets. 🚨 No clicks. No calls. No sales. What happened? 🤔 While paid ads can be a powerful solution for businesses looking to grow, jumping in without setting realistic expectations can lead to wasted budgets and a lot of frustration. Here’s the deal: We often expect immediate results from Google Ads. But the truth is, it takes time for ads to start working. On average, it may take 3-6 months for Google Ads accounts to mature and deliver optimal results. In the early stages, focus on learning. Monitor key metrics like click-through rate, conversion rate, and cost per conversion to refine your targeting and messaging. Here’s what to realistically expect in your first month: 👉 Low ad engagement at first. Google needs data to optimize your ads and target the right people. Give it a couple of weeks before judging. 👉 Testing and tweaking required. You'll likely go through multiple rounds of ad variations and keywords before finding what works. Be prepared to continually refine things. 👉 Budget limitations. With a small budget, you'll have limited ad exposure. $100/day is a good minimum to start seeing results. 👉 Lag time in the sales cycle. Even once you get clicks, it takes time for prospects to convert. Follow-up nurturing is key. Remember: Focus on learning, not just leads. 🎯 The first month is a learning period. Gather data, don't expect instant returns. Be patient, persistent, and open to testing new things. Over time, Google Ads can become a powerful channel. But know that the results will come incrementally, not overnight. Setting proper expectations prevents frustration and giving up too early. Take a long-term view. With the right strategy, those customers will come. Just give your Google Ads some time to work their magic.
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Social Media Marketing Expert ⭐ Sell more of your products / service on social media ⭐ Outsourcing ⭐ Coaching ⭐ Ads
Investing in paid ads, with the right strategy and support, isn’t just about boosting sales now—it’s about setting the stage for where your business can be months, even years down the line. From the get-go, paid ads put you right where you need to be—in front of your ideal customers. It’s like flipping a switch to illuminate your business in a crowded marketplace. As we refine your ads and find what resonates with your audience, your growth becomes more predictable. With each optimised campaign, your business scales, and your reach expands. While short-term gains are exciting, the real thrill comes from building a strategy that keeps you ahead of the curve. Imagine looking back a year from now at your success because you laid the right foundations today. Why does this matter? Because in today’s world, visibility is everything. But it’s not just about being seen—it’s about being remembered, being a choice among options. With our support, your paid ads don’t just attract glances; they build connections and loyalty. And the best part? You’re not alone in this. We’re with you at every step, guiding, advising, and celebrating your successes. We’ve walked this path many times, helping businesses meet and exceed their goals. So, if you're ready to see where paid ads can take you, let's chat
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Strategic Marketing Expert | Lead Generation Specialist | Business Coach | Specialising in Growth Strategy, Scalability, Profitability + Sales | 20+ Years Experience |“Done for You” Digital Marketing Services | Speaker
😻 While the internet still goes crazy over cute cat videos, let's discuss something more exciting – the rise of paid advertising. Put on your thinking caps and get ready to make your business shine with some ad-savvy tricks. 🎩✨ 𝑻𝒉𝒆 𝑹𝒊𝒔𝒆 𝒐𝒇 𝑷𝒂𝒊𝒅 𝑨𝒅𝒔 In this bustling internet metropolis, your business has a chance to shine with front-row tickets to the paid ads extravaganza. But, hold onto your hats, as the competition grows alongside the reliance on these ads. Everyone and their side hustle is competing for that digital limelight. The big question: Are paid ads the ultimate encore for your business, or will they turn into an expensive pantomime? 𝑩𝒆𝒏𝒆𝒇𝒊𝒕𝒔 𝒐𝒇 𝑷𝒂𝒊𝒅 𝑨𝒅𝒔 Now, things get groovy. Paid ads can launch your business into the stratosphere (no rocket boots required). They're like that friend who can't stop raving about how amazing you are. With perks like boosting your business's visibility, it's clear that some serious sorcery is at work. Plus, it's cost-effective, unlike that full-page newspaper ad you once considered. 𝑪𝒉𝒂𝒍𝒍𝒆𝒏𝒈𝒆𝒔 𝑭𝒂𝒄𝒆𝒅 𝒃𝒚 𝑺𝒎𝒂𝒍𝒍 𝑩𝒖𝒔𝒊𝒏𝒆𝒔𝒔𝒆𝒔 But brace yourselves for a plot twist, as the land of paid ads isn't all sunshine and rainbows. 𝕋𝕙𝕖 𝕣𝕖𝕒𝕝𝕚𝕥𝕪? It's a battlefield more crowded and crazier than a Myer Boxing Day sale. Costs soar higher than a sourdough starter, and our brave small business warriors clash swords with budget constraints and ad fatigue. Remember, your customers are a discerning bunch, their skepticism thicker than my uncle's moustache. 𝑻𝒉𝒆 𝑭𝒖𝒕𝒖𝒓𝒆 𝒐𝒇 𝑷𝒂𝒊𝒅 𝑨𝒅𝒔 𝒇𝒐𝒓 𝑺𝒎𝒂𝒍𝒍 𝑩𝒖𝒔𝒊𝒏𝒆𝒔𝒔𝒆𝒔 Let's dust off the crystal ball of advertising (don't worry, no fortune tellers were harmed) and see what the future holds. AI and machine learning are tightening their grip, promising to deliver your ads with ninja-like precision. Get ready for a world of micro-targeting and ads so personalised, they'll write sonnets about your customers' preferences. But here's a prophecy: Diversification shall be your talisman, blending paid with organic, creating a potent marketing potion. 𝑴𝒚 𝑻𝒘𝒐 𝑪𝒆𝒏𝒕𝒔 Now, in my humble yet qualified opinion, paid ads for small businesses in 2024 are like a Swiss Army knife. As the wizards of your own business and if you decide to do it yourself, then embrace technology's gifts and craft an authentic narrative that charms the masses. Be enchanting yet transparent, like a glass slipper, and dance until midnight in the ballroom of success. 𝑪𝒐𝒏𝒄𝒍𝒖𝒔𝒊𝒐𝒏 In this enchanting tale of small business advertising, paid ads are a chapter filled with triumphs and toils. So, diversify like a portfolio even Warren Buffett would wink at, and remember: the mix of authenticity and personal touch is as timeless as a classic fairy tale. Here's to writing your own 'happily ever after' in the annals of small business legends (I might have taken this from Alchemist 😀 ).
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If you've been toying with the idea of starting paid ads for your business, you NEED to read this first. 𝐓𝐡𝐞 𝐏𝐫𝐨𝐛𝐥𝐞𝐦 If you're good with numbers, or if you've seen Shark Tank, I'm sure you've already learnt that paid ads are for businesses with 70%+ gross margin. Assuming you do belong to that special category, the problem is that when you're just starting out, you'll get on the advertising treadmill with 𝘢𝘯 𝘶𝘯𝘵𝘦𝘴𝘵𝘦𝘥 𝘧𝘶𝘯𝘯𝘦𝘭. And your (best effort) funnel could be really poor due to any or all of the following reasons: 1. You don't have optimized messaging (ad content). 2. You don't have an optimized audience (low spend). 3. Your landing page is not mature (low social proof). Inevitably, you'll see unreliable performance from your ads. And if you start fixing what you see in data, it will keep pushing you towards a local maxima of incremental improvement (a dopamine trap). With this as the starting point, very few brands (mostly ex-marketers or VC-funded) have the budget or the patience required to escape this trap. 𝐈𝐬 𝐨𝐫𝐠𝐚𝐧𝐢𝐜 𝐭𝐡𝐞 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐭𝐡𝐞𝐧? You might think that the alternative is to figure out organic reach, i.e., social media, videos, blogs, etc. But the reality is that content creation, even though valuable, is slow and time-consuming. If you outsource that to someone, there's just too much irrelevant (yet cheap) reach available for you to capture and get onto yet another (an even scarier) dopamine trap. 𝐖𝐡𝐚𝐭'𝐬 𝐭𝐡𝐞 𝐚𝐥𝐭𝐞𝐫𝐧𝐚𝐭𝐢𝐯𝐞? You've got to let go of framing your problem as that of "customer acquisition." Reimagine your problem as that of kickstarting "your growth flywheel." And by far the most important, cheapest, and most scalable growth channel for every business (regardless of gross margin) is "Word Of Mouth." Once you think of it this way, your problem statement changes from "acquiring" customers to "recruiting" evangelists. And in 2024, paid ads are just not the channel for recruiting evangelists anymore. It's a channel to 𝐚𝐦𝐩𝐥𝐢𝐟𝐲 𝐭𝐡𝐞 𝐞𝐱𝐢𝐬𝐭𝐢𝐧𝐠 𝐞𝐯𝐚𝐧𝐠𝐞𝐥𝐢𝐬𝐦 to more audiences. That's why social proof in your ads, your landing page, and your store listing is so important to drive any conversion. Instead of starting on ads right away, evaluate if a) you have enough evangelists, and b) if you're capturing their evangelism online before you start amplifying it. Both equally important, but different problems with different solutions. -- Let me know if you're someone who's at this crossroads, and need help in evaluating your ads "readiness". I'm always happy and eager to help
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Taking a moment to dispel a marketing myth which has popped up in a few conversations recently⬇️ PAID ADS AREN’T KILLING YOUR ORGANIC REACH One of the most successful strategies I’ve run for my clients is using strategic paid ads that generate an incredible ROAS and deliver tonnes of new followers who fit the ideal client profile. It’s a tactic I’ve used successfully across numerous niches for coaches. I obviously didn’t invent the wheel here either; you don’t have to look very far to see many of the biggest names in the game using the same paid framework to absolutely print for themselves and their clients. Yet, every so often, I’ll be consulting or networking with a coach who’s hesitant about investing in paid ads because they’re concerned… Concerned that once they start paying for ads, the “algorithm” will never promote their content organically again. Meta will just bury it and won’t push any of their stuff unless they keep paying. I’m honestly unsure where this myth originated but have found absolutely no evidence to support it. I have run numerous ads, paused them, run them again, and all the while, organic reach remains unaffected. The idea that using paid ads will tank your organic reach is a myth that’s blocking so many people from leveraging one of the most powerful strategies. If anything, a well-executed paid strategy can boost your visibility, warm up leads, and drive traffic that you’d otherwise miss out on. Paid ads and organic content aren’t enemies; they can actually work hand in hand as part of a top-tier content strategy. If you’ve been holding off on paid ads because you’re afraid the algorithm will stop showing your content – you might be missing out. Paid ads won’t mess with your organic growth. They’ll add fuel to the fire, help you scale faster, reach more qualified leads, and deliver results you couldn’t achieve otherwise. So, consider using paid ads to your advantage. You could be printing with the right strategy.
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Marketing Director | Ghostwriter, Brand Strategy & Storytelling Expert | Creating Content to Win Hearts & Change Minds.
Paid Media is like throwing money into the wind. A few controversial things I believe about paid media. It's not a panacea. It's a pitfall. Paid media is a mug's game I'm not saying advertising is dead. Or am I? Relying heavily or solely on paid media is like betting against your house. Contrary to popular belief, buying attention is a fools game. All you get is: High bounce rates Low engagement Forgotten campaigns It's a fast track to invisibility. My proof. I worked with a so-called digital wizz kid who burnt £400k on paid ads in a few months. Spouted stats without the true facts. SEO? Clueless. Landing pages ignored. Conversions zero. Waste staggering. Web traffic? Yes high but the lack of engagement was enough to make you cry. His tactics almost run the marketing budget dry. His digital obsession blinked a few but in the end his career click-through rated zero. He was no digital guru or hero. Don't pour your budget into the black hole of paid ads. There's a smarter way. Know your audience, create content to stir their soul and build a brand with meaning. Nurture long-term loyalty without falling into the short-term web traffic dopamine rush. - Engage genuinely. - Solve problems. - Build community & loyalty. The Wake-Up Call - Real growth- it's earned. - Just like life, real relationships win. - Success is about authenticity, not auctioneering. Value over volume. Every time.
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