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People are different.
They have different buying habits and will be motivated by different things. If you try to cover everyone in the same group the ad actually pushes people away because something feels wrong to the people it doesn’t match. They it interests them so they hit the “like” button but the ad doesn’t speak to the person in a way that makes them purchase your item or service.
Here is the solution
Create multiple ads for each market group, for each goal or objective you have and for each “hook” (or message/idea that pulls people in)
Use this list when creating ads.
The nest Question is How Many Groups do You Need?
To decide how many groups I look at my budget. At TMV – Social Media Management after we define our campaign we start small so we can scale profitably. We run ads for 2 weeks at 1$ to 10$ a day for each group and hook we do one ad, so if we have 3 groups and 3 hooks that’s 9 ads or 126$ to 1,260$ per run.
This will show us which ads are actually converting at a rate high enough to scale up in advertising budget. We look for a 30% conversion to sign up as leads and then a 1% conversion to final purchase before we are ready to scale. That would equate to each ad 1$ per day apx. 500-1000 will see the ad a day 7,000-14,000 per 2 weeks. With 30% conversion to leads, 2,100 – 4,200 leads and then 21-42 final purchases. These are easy numbers to get to with proper optimization and time.
The Power in doing it this way allows you to perfectly match from start to finish what each group of potential buyers needs to see to click-through the ad and move through the conversion process.
Now you have a small plan of action in how to roll out any product or service, the key is keeping your groups of buyers in mind through the entire process.
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