I played some tennis with my daughter this weekend before the big snow came.
I’m not very good. But, I wanna be.
I thought I’d still be an ok player from my college days playing intramural Tennis and taking a tennis class, haha.
When I walked onto the court, I started swinging at the ball and assumed I looked almost as good as Carlos Alcaraz.
In reality, my aim wasn’t like it used to be and I hit it in the lines mush less often than I’d like.
Definitely not Carlos Alcaraz.
In college soccer we had a joke about going for “Power before Accuracy”.
It’s for sure how you miss your target.
Once I settled down and went back to basics to make sure I was just trying to be accurate in my returns and get them in the court, we could actually hit.
It’s how I approach new clients.
When I get a new client, the temptation is to just jump in and make changes and do things how I have seen it work in the past.
But this is a disservice to me and my client.
Instead, before I dive in and make any changes, I do 3 things:
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- Make sure all pixels, CAPI, GTM, conversions, conversion goals, tracking, etc, are working properly across all platforms. And review any errors that may be there.
- Research, research ,research the client’s products/services/offerings, pricing, sales, landing pages, demographics, market, competitors, etc.
- Check Campaign set ups, Ad Group set ups, ads, keywords, etc.
By the end of this process, I know what’s working and what isn’t and why.
Only then do I come in and start recommending changes to ads, structure, keywords, landing pages, etc.
This way, we build on what’s working and change what isn’t.
In over 15 years of online marketing and ad buying, it’s the best way I’ve found to get campaigns working.
Always start with the basics.
Mark Peesel – BackLeft.com
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