My brother-in-law, who runs a small bike shop, asked me what my 'real goal' was for my last $500 ad spend.

We were at a family thing last weekend and I was complaining about low click-through rates. He just looked at me and said, 'Are you trying to get people to know your name, or are you trying to get them to walk into a store and buy something today? Because those are two different ads.' I'd been running the same broad 'brand awareness' campaign for months. It made me stop and actually write down what a win looks like, instead of just staring at platform metrics. How do you guys figure out the one thing an ad is supposed to do before you even start building it?

2 comments

2 Comments

elizabethhayes2d ago

My old boss made me write a single sentence on a sticky note before any ad. I mean, something like "Get 20 people to download the free guide." It sounds dumb, but it forces you to pick one job for the money. I stopped mixing up brand posts and sales stuff after that.

jana_fox502d ago

My last boss just told me to make the logo bigger. Your sticky note idea is a step up.