Duration of the ad campaign: how long does the ad take to work?

One question I see asked at least once a week about ad campaigns is: what is the typical duration of the ad campaign that they start to run?

I still think about it too and that should be your first question! If you are spending money, you have the right to have at least a basic understanding of how long you should expect to spend it. Every person who sells advertising has told me that it takes time. That’s just it, they sell advertising. The more you advertise, the more money they make.

I’ve heard that it takes time to work both on Google and especially on Yelp. Yelp and I have a questionable advertising history that you can of course learn more about. They’ve made a lot of changes over the past 3 years, but it’s something I can’t talk about. I am no longer willing to spend the money to take this chance.

To be honest, Google told me that too. I’m sure if you could talk to a real human being who works on Facebook he would say the exact same thing. Does Facebook have real people working there?

The most important question aside from “will it work?” is “how long will it take to work?”

Advertisers will always give you an upbeat picture with data and graphics that tell you how well their advertising is performing. The problem is, what they’re showing you is the absolute best case scenario. They choose their best scenarios and only show you that data.

What advertising companies are telling you

Advertisers will always give you the best scenario based on their success stories. Their case studies are not an accurate representative sample of advertisers. They are generally the exception.

This means that you only see a small piece of the image. Advertising companies intentionally filter out all the bad and show you the finished good.

Advertising companies will always tell you that the duration of the advertising campaign needs to be longer. They will say that you will not see results in the first few weeks to a month. Of course they will tell you, they get paid to tell you and their job depends on it.

There is always a time to “ramp up” according to the sellers. And to some extent, there are full results. However, it doesn’t take long to see if the campaigns will work.

If they tell you the best results come after weeks to six months and others say no, who are you listening to?

How long should an advertising campaign be?

There are many variables when it comes to the duration of an advertising campaign. This is what makes it so difficult to give you an exact time. Maybe difficult is too good a word, impossible is more like that.

The time it takes for an advertising campaign to be successful varies depending on your industry, where you advertise, and your budget.

If you are selling a service for $ 50,000, the advertising will not work quickly. Advertising can only warm people to your brand or warm them to the idea. Your campaigns can last 6 months or more and it will be difficult to determine exactly how they have helped.

If you are a restaurant owner and address the lunch hour crowd, the advertisement might have a more immediate effect. While the effectiveness of an ad is difficult to track, you might see an overall increase in activity.

Online stores could have immediately traceable advertising success. Since tracking is easy for an online store, you will be able to see if the advertising is working in the early days.

So that doesn’t give you a lot of response for an exact length of time.

For most campaigns, something happens during the week. That means you should at least try for a week, but my recommendation for most ad campaign durations is two weeks.

So two weeks. Give any campaign at least two weeks to see if it will work or not.

But (yes, there is a big but) you don’t want to allocate just $ 5 over a two week period. A minimum of $ 10 per week should be allotted to try for two weeks and it depends entirely on what you are advertising. Experiment a little.

If it works, continue until it stops working. Even if it works at first, it will probably stop at some point. Platforms often change their algorithms and ad fatigue is a reality.

Now the challenge is to figure out when an ad campaign is going to work or if it is failing.

When you can tell it ain't gonna work

When you can say it’s not gonna work

There is usually a point at which you can point in and tell whether or not an ad is working. This is if you are able to part with the investment that you have personally invested in making things work. If you can part with your hard work, you will be able to see the point of success or failure.

When I advertised with Yelp, the time it took me to realize it wasn’t going to do much was a month (it was a three-month contract).

When I run Google campaigns they should start showing results within a week if you have enough budget ($ 5-10 per day). Some campaigns will be instant success while others may take Google a week to find out what works best.

If my click-through rate (CTR) is less than 1% after a week or two, I abandon this campaign and try again.

Facebook is different. It takes a little while for Facebook to figure out who to serve ads to and what works best. The better your Facebook ad targeting, the faster it will start to work (if it works).

I like to give Facebook Ads five days to a week on a budget of $ 10 to see how it works. This is a good starting point for any Facebook ad campaign.

Sometimes an ad will work and work great. That doesn’t mean, however, that it will continue to perform well forever. There are many factors that play a role in the success or failure of an advertisement.

How Ad Fatigue plays it

How Ad Fatigue plays it

No matter how good your ad is at the start, it will eventually fade.

Are the biggest players in advertising success disappearing?

Changes to the advertising platform and advertising fatigue.

Ad fatique is where people see your ad so much that they are just fed up with it. Once someone sees your ad several times, they’ll stop paying attention to it, let alone click on it.

Most companies that sell advertising won’t tell you about ad fatigue. In fact, they’ll tell you that the more you run an ad, the better the performance.

This is a lie.

While advertising companies will tell you that you won’t see results in the first month and the best results come after 6, don’t believe them.

A 6 month contract will probably end up being disappointing. It won’t fail for everyone, which is why they will show you some successful case studies.

Some will be successful, many will not be successful with a DIY advertising solution. Just as DIY websites often don’t work without deeper knowledge, neither will DIY advertising.

You will need to think and analyze deeply to understand if an advertising platform will work for your business.

Not only that, but you need to launch the right kind of ad campaign for what you are trying to do. Selling an expensive professional service on Facebook probably won’t work.

If you are selling something cheap and advertising to people who search for it on Google, chances are it will work well.

It is not possible to eliminate all the risks associated with advertising. There are some simple ways to approach advertising to make sure you don’t risk too much.

How to approach advertising

Take the ad nicely and slowly with a lot of planning and preparation. Advertising may not work immediately, but it should never take months to intensify.

Anytime a seller tells you that their advertisers are seeing the best results after six months, that should set off a red flag. This red flag should also be accompanied by a deafening alarm bell when they want you to sign a contract for those six months.

No campaign should be tied to a six-month contract, and ramp-up shouldn’t take six months.

What to do:

  1. Know your audience well before you do anything.
  2. Choose your goal and follow a path that will help you reach that goal.
  3. Choose the type of campaign and network that best suits your goals. It’s all about the right strategy, especially on Facebook.
  4. Target in the right place for your audience.
  5. Plan your campaign carefully throughout the customer journey (including a great landing page).
  6. Invest enough in your budget, but keep a close eye on your campaigns.
  7. Give your ads time, but know when they’re falling short of your goals.

If you do all of these things, you’ll have a better chance of your campaign being successful, or at least knowing when it’s time to cut your losses.

The duration of an advertising campaign strongly depends on many factors. Whatever the factors, watch closely and make decisions each week to continue or stop.

Your industry and your business largely determine how you approach advertising. You’ve been given general guidelines, but it’s hard to write about the details.

It all comes down to saying that you need to approach advertising with care. These are not always advertisements either. Sometimes having a professional website is just as important as having good ad copy.

What is your experience on when to continue or an advertising campaign? Let me know in the comments!

About Deborah Wilson

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