Before starting to deal with “how to create a redisposal of Facebook advertising material”, it is proposed that a 15-minute business sales match be held.
One country, one product and one sale can be selected for a two-week pilot. During the pilot period, one test is maintained to change only one of the main variables, comparing the information angle, then optimizing the layout and buttons, and preserving the material version and results, as well as examining whether the client's problems, the resolution process and the final outcome support the actual response. First, the only business actions that the advertisement is intended to promote, then the target, the audience and the material are determined; not in the same test for management convenience at different stages of the funnel. Compare natural contact, fee-based conversions and channels with the previous cycle, and write the next verifiable assumption.
If the retrodiscussion detects a premature widening of the budget to cover the quality of the lead, priority is given to the process rather than to the blame. The next set of tests will be valuable only if definitions, data and follow-up are consistent. Once this is done, the client can move on to the next step along the “confirmation delivery cycle” and the team can continue to optimize on the basis of real results, rather than changing the content by feeling.
Repetition also involves checking that the creative results correspond to specific assumptions, rather than looking only at the occasional peaks of a single advertisement, and recording the exceptions separately and avoiding the use of an occasional query as a general rule.
