Ken Drives

When placing your ads, Facebook always recommends using Automatic Placements.  But that may not be the best option for your strategy.  The Facebook Audience Network is a network of ad partners outside of Facebook – and it’s usually cheaper than other types of placements – but it won’t usually offer you much in return.  If your audience is on Instagram, you’ll get more return out of those placements – but they are more expensive.  In automatic placements, Facebook will often shift your placements into the ad network because they can get your more exposure for your budget – but means you get less exposure in the more expensive placements that may actually give you a return. 

St Patrick’s Day falls on Mar 17, 2019 this year!  What do you normally do on this day? 

Facebook ads, when performing well at first will eventually go through what we call Facebook Ad Fatigue.  This happens when your campaign frequency gets too high – people are seeing the same ad from you to many times – and those people become less responsive to your ad.  When that happens, your previously well-performing ad no longer performs.  To combat this, keep a watchful eye on your ads and change up your ad creative and/or your ad copy. 

Many people push sales to a cold audience too quickly, but even after you’ve learned not to do that . . . are you choosing the correct campaign objective when running your Facebook ad campaign?  If you’re looking for leads and want to do it in the most beneficial way, you probably DON’T want to use lead ads, engagement, or clicks as an objective.  You’ll see much better results when you use conversion as an objective and optimize for leads. 

Daylight Saving Time is here again – clocks spring forward 1 hour on March 10. 

Cost is not usually the most important metric – cheaper does NOT mean better.  Instead of solely focusing on the cost of your advertising, focus on the earnings.  What you MAKE from your advertising efforts is always more important than the cost.  If a cheaper option brings you nothing, but a more expensive option doubles your money, the more expensive option is the one you definitely need to go with. 

Do you find that sometimes your Facebook ads will do well – and sometimes they don’t?  One common mistake that leads to this is targeting multiple interests in one ad set.  When trying to reach new audiences (not your custom audiences), you need to test.  You won’t know what interest target is right and which one is wrong when you target multiple interests in one ad set.  Use multiple ad sets if you want to test multiple interests – that way you know which ones work and which ones don’t. 

The crazy snow storm that dumped massive amounts of snow on NM and AZ last weekend kept me from making this trip as planned last Friday – so I’m making the trip on Sunday after the Mayor’s Ball on Saturday night.  The Sedona International Film Festival started last weekend, and I'm headed down to watch a very special film.  I'm on the way to a viewing of a brand new documentary on the life of artist, Curt Walters.  The film will play during the festival, then I’m off to the party afterwards, and stay with Curt for the weekend.  Who is Curt Walters?  Check out Season 1, Episode 7 of Ken's Think Tank at http://KensThinkTank.com 

If you’re following these episodes in order you know by now that you need to put out content on social media (including YouTube), on your website, etc.  Do it constantly and optimize it for search.  What type of content?  I explain the different types of content in this episode – along with how important those types of content are to your customers. 

We've established that every business needs to publish content . . . and that the best content is video.  Have a strategy, develop a plan, and implement the plan through scheduling.  Trying to post your content on the days and times required to complete your plan will drive you crazy and lead to a failed plan.  Do yourself a favor . . . schedule all of your content to be released in the future on pre-planned days and times.  That way, no matter what is happening in your life and with your business, the content stays on track.