Explore the “Reach” campaign objective.
When driving BOF campaigns, the default usually ‘conversion’ campaigns. However, we are seeing some fantastic results when optimising campaigns for reach. Although, this is not explicitly reaching people who are more likely to convert, you are reaching a higher audience volume which is less expensive and casts your net wider.
Test out new ads or variations in copy.
Now, more than ever is a good time to crank out new copy. As Leo Burnett once said ‘”The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”
Use this opportunity to speak to new audiences, cultivate new relationships and A/B test new copy. This is an opportunity to respond to customers pain points with how your product or service can help and support people during this time.
DO NOT STOP ADVERTISING.
Now, more than ever there are more eyeballs on social media. We are seeing CPMs dropping, as more brands pull their budgets. This is fantastic news for brands wanting to cut through in a competitive space. The reality is, people love to buy stuff, that’s why people have credit card bills. That’s why everyone has made Amazon the number one site in the world to buy stuff. People love to buy. Like the old axiom says, ‘people love to buy; they hate to be sold.’
And remember, would you slash your tyres to save on petrol? Keep your momentum.