I have been in advertising since 2016: as a media buyer, a team lead, a marketer.

I want to share the approach I have developed over 7 years so that projects deliver results.

Unfortunately, it is not a magic pill. It is a methodology you have to stick to, and it takes a certain skill and persistence, but it pays off if you need results, not clicks.

Step 1. Analyze the situation

You have to understand what the problem is on the project. Specialists and managers often do not understand the key problems with the ads: the leads are junk, the landing page does not convert, the creatives miss the pain points, the sales team does not close, the wrong target audience is being attracted. You need to figure this out. How to do it is a separate question, but if you do not know where to dig, you will of course get no result.

Spoiler: almost always the problem is not that people do not know how to identify problems, but that they do not even try. Media buyers simply ignore lead quality tracking and conversion tracking at every funnel stage — and that is where all the problems are

Find a solution

Say you have realized you are bringing in unqualified leads. What does a typical media buyer do in that case:

“Well, I’ll try a new creative… Change the objective… Try a quiz…”

In the end 2–3 actions are taken. What is the probability the result changes? Close to 0%.

You simply need to take more actions:

  1. Check how accurate the messages in the creatives are and form hypotheses for new messages for the creatives

  2. Make at least 2–3 creatives and launch them every 3–4 days until a combo is found

  3. Test different landing points: lead form, quiz, website, DMs, WhatsApp

  4. Try to technically outsmart Facebook*: change the pixel / ad account / fan page

The key: take more actions, otherwise there will be no result. Everyone knows what to do, but they simply do not do enough, and that is where things get stuck.

Build a system

Say you have found a creative–landing page combo. That is great, but now is not the time to relax. Now you need to build a system that will give you results regardless of the combo burning out.

For that:

  • Understand which elements the ad result depends on. Usually these are ad creatives, landing pages and offers
  • Introduce testing of these elements on a daily or weekly basis
  • Do it regardless of what your results are

Sounds complicated, but in fact:

  • Making 2–4 creatives a week — is that hard?
  • Testing different offers 1–2 times a month — is that hard?
  • Exporting the data once a week and seeing which creatives produced sales, understanding what works better and what works worse — is that hard?
  • Asking the client to update the page 1–2 times a month — an impossible task?

It is perfectly doable. And it benefits you:

  • When you make new creatives weekly regardless of your ad results and test them constantly, the probability that your results will sag is many times lower than your colleagues’. And there will be fewer situations when everything goes to hell, because you always have combos in reserve
  • And when you have a system and clearly understand what needs to be done on the project on an ongoing basis, you know exactly which tasks there are and how long they take, so hiring an assistant or an employee and delegating the project to them becomes much easier than delegating a project where it is unclear how to deliver a result

Conclusion

This principle will not suit every project and every media buyer. If you are paid less than 50,000 ₽ for a project, implementing it does not make much sense. But if your project is not tiny, this method will help you.

By the way, one consultation slot for media buyers or entrepreneurs opened up in February.