If you're running ads, you'll certainly have lived this nightmare...

Sometimes that ad that you think is going to be a resounding success is met with... well, resounding silence.

Trust me, I understand why this happens. Especially if you've spent time and money on filming and photography.

This can be avoided!

But even more time if often spent on editing the creative, adding music, transitions, graphics - getting the accompanying copy 'just right' before releasing it into the ad system.

Before you do all this, do:

The 'Toe Dip' Test 👣⤵️

Before you spend all that time on the editing and finessing, just pull together a raw version of your ad, run it as an ad, and see if it sinks or swims.

This is something we do all the time:

• Put a very basic version of the creative into the ad platform:

  • Literally just the footage, quickly put together

  • Add simple copy

  • Add obvious CTA and URL

• Does the ad get any conversions, or even a good amount of clicks? Then it's worth spending more time on!

• Is the ad getting no results or engagement? Might be worth just removing it and moving on to your next creative!

This way, you save time that would be wasted trying to force an ad to work, and you can move onto your next great ad idea!

The 'See What Sticks' Test 💩⤵️

Don't ever go into digital ads with just one creative.

That day of filming you booked should be filled with many different bits of footage! That morning you set aside to knock up a design should be a whole day making multiple designs!

⚠️ Only by putting in many different creatives can you then understand what works and what doesn't, as we found out in the image above.

This is why we talk so much about testing multiple creative in your ad plan. We even include a whole module on it in our digital ads course.

Don't spend time 'flogging a dead horse' - say goodbye to poor performing ad creatives and move onto the next!

I'll be providing ideas for finessing your ads in another article!