What Is Digital Advertising
Digital Advertising, also called online advertising, pay per click advertising, internet advertising, or web advertising, is simply paying to deliver promotional marketing messages to a targeted audience online.
One of the biggest overarching challenges in any digital marketing campaign is being able to easily and affordably garner attention, then push those people to your website, and successfully convert them to subscribers or customers. When done correctly, digital advertising actually solves this challenge by allowing full control over traffic flow and enabling you to reach (and possibly even exceed) your goals faster than anticipated.
Difference Between Paid and Organic Traffic
Free traffic is always the goal, right? Which is why most clients aim for organic traffic first. After all, if you can get a steady flow of free traffic, you pocket the savings. But you get what you pay for. The easiest way to explain that is with a simple rain vs. hose comparison.
Paid traffic is like a water hose – There is complete control over the direction it’s pointed, the amount of water pouring from it, and how long the water flows. It can be turned on and off whenever. If you’re getting more traffic than you need the flow can be slowed. There is total control of where paid traffic is going, how fast, and when.
Organic traffic, on the other hand, is more like rain – It’s uncertain when or if it will come, how consistent it will be, nor how long it will last. Organic traffic can be lost overnight if Google changes their algorithm or if a competitor aggressively ramps up their SEO efforts. There also is little to no control over where organic traffic goes. Even simple things like changing a URL landing page can mess things up.
Paid Traffic Can Be Free!
Believe it or not, all the controls of paid traffic can actually be enjoyed without it costing you anything. This is accomplished by building funnels that align with the Customer Journey and reimburse your ad spend by optimizing their lifetime value.
Paid Traffic Benefits SEO
The better your paid traffic performs, the better your organic traffic will be. Good advertising drives traffic—and the pages that get lots of traffic tend to rank higher in search engines. This creates an upward spiral of traffic acquisition across different digital marketing disciplines.
Top 3 Sources for Paid Traffic
Some of the best platforms for paid traffic are Facebook, Google, YouTube, Pinterest, LinkedIn, and Twitter. But to know which one is right for your website, you need to know where your customers hang out and which ad platforms are suited for your style of marketing.
Google And Other Search Engines Are The Yellow Pages
Because Google is a search engine, people start there when they’re looking for information, products, or services. So it’s a lot like the Yellow Pages. To drive traffic through Google, bidding on keywords (via Google Ads) will help people find you and can lead to a conversion.
Facebook And Other Social Media Platform Are Like A Billboard
Scrolling through your Facebook newsfeed is a bit like driving down the highway. As you scroll, you see ads, promoted posts, and random updates from friends, family, and pages you follow. This experience is similar on other social media platforms.
As an advertiser, your message will also appear in these newsfeeds or content streams and it’s important to note, that your targeted audience is not on social media to actively search for a product or service, like on a search engine. They are probably on social media to socialize and see what’s happening. Your ads are disrupting that experience, even if they find you offers highly desirable.
That being said, social platforms collect a lot of data on our every day behavior, so they know a lot about us. All that data makes them the most powerful ad platform available today. Ads targeted precisely enough, and with the right intent by understanding why people are on social media, will get in front of the right prospects and eventually lead to very profitable results.
YouTube And Other Video Streaming Services Are Like Television
YouTube’s top metric is the number of minutes watched. Their goal, like any platform that incorporates video sharing, is to keep you on the site consuming videos. The more time spent watching videos, the more money they make off advertising. These ads can also be disruptive and at times annoying, but the ads are relevant, and can produce very favorable results, because similar to social media, their is a wealth of behavioral and demographic measures that can be tapped to properly target ads.
Digital Advertising Methodology
Paid traffic is a highly effective method for driving traffic and helping you achieve your goals. To run a well-executed and successful digital advertising campaign comes down to 2 foundational concepts: the Customer Journey and traffic temperature.
Concept 1: The Customer Journey
The Customer Journey is the path people follow as they build a relationship with your business or organization — from first touch to final conversion or sale. The four stages of this journey are:
- Awareness & Attraction. This is the top of the funnel, when new prospects first discover you exist and realize you can help them solve their problems or fulfill their needs.
- Engagement & Evaluation. This is the middle of the funnel, when prospects are seriously considering making a purchase or commitment. Their biggest question at this point is whether you’re the best option.
- Conversion. The is the bottom of the funnel, where people take action and buy something from you or take action in a way that changes the relationship from lead/prospect to customer or member.
- Delight. This final stage is where your customer continues to buy from you and also promote your business or organization.
Concept 2: Traffic Temperature
At each stage of the Customer Journey, your audience has a different relationship with you. At the top of the funnel, they barely know you and may not even know what you do. But as they move through the funnel, they learn more and become more committed and loyal to you. You might say, they “warm up to you,” which is why we refer to this deepening relationship as “traffic temperature.”
3 Distinct Traffic Temperatures
Traffic comes in three distinct temperatures that each align with a different stage of the Customer Journey.
- Cold Traffic – Generally, this is new traffic from people in the Awareness & Attraction stage. These people are good prospects for your business but have never heard of you or your brand. The goal with cold traffic is indoctrination – introduce your business to new audiences and get them coming back for more.
- Warm Traffic – Warm traffic comes from people who know who you are but haven’t bought anything yet. It aligns with the Engagement & Evaluation stage. The goal with warm traffic is acquisition, to convert a site visitor into a lead.
- Hot Traffic – Hot traffic are people in the Conversion stage. These are buyers, people who are ready to buy or have already bought something from you. Your goal with hot traffic is monetization, to sell a high-dollar product to your best customers.
Matching Ad Message To Tempature
Ultimately, the goal with Digital Advertising is to move people from cold to hot, transforming new leads into loyal customers who are willing to buy from you over and over again. This transformation is best done by matching ad message to the prospect’s temperature.
With cold traffic, pushing a sale is probably not the best approach depending on your market, the platform, your audiences needs, and your offering. You may need to spend more time building a relationship. Whereas with hot traffic, the relationship is secure, the conversation is more friendly, and the offers are based on topics you know they’re interested in.
Simply relating to people based on their temperature and stage in the Customer Journey will massively improve any digital advertising campaign because you are building trust and engagement before pushing for a conversion.
The 5 Elements of a High-Performing Campaign
1. The Offer
An offer is not the same as a product or service. Your business is built around a product or service; your ad campaign is built around an offer. An offer is the unique combination of your product or service with other bonuses or add-ons, including all the details of a promotion, like: deliverables, price, schedule, and delivery.
You may only have one product or service, but it can be offered in a variety of ways, which create hundreds of different offers. The offer is the starting point for an ad campaign. Done right, everything else usually falls into place. But the opposite is just as true: put together a bad offer, and an ad won’t convert.
2. Ad Copy
Ad copy refers to the messaging used in an ad campaign. It should be clear and compelling, so the benefits stand out—both the benefits of engaging with the ad and of taking whatever action is asked for. Good copy has a strong emotional hook. It’s intriguing and persuasive without relying on hype.
Generally, ads start by speaking to a pain point or a need the recipient is dealing with. The offer should be presented as the solution.
3. The Creative
Creative refers to the graphic elements of an ad: the image or video. “Creative” does not mean it has to be overly imaginative. Good creative communicates a message visually in just a second or two to support and enhance copy. Whenever possible, the offer should be visually displayed so that people know at a glance what the deliverable is.
4. Ad Scent
Ad scent refers to congruency, or “sameness,” throughout a campaign. This is important because trust is a huge conversion factor. If people feel comfortable that your offer is valid, they’ll seriously consider your offer. Do anything to create doubt or fear, and they’ll exit without taking action.
Congruency and trust is established by making visitors feel like they’re on the right path. This is done by creating a flow—visually, in messaging, and in the presentation of an offer—from ad to landing page, and every other piece of a campaign.
To create congruency, we focus on 3 elements:
- Design: Similar imagery and colors on each piece of the campaign.
- Messaging: Similar phrases and benefits.
- Offer: The offer should be the same throughout.
The final element in a high-performing ad campaign is targeting, and it’s important because even a great offer won’t convert if it’s placed in front of the wrong audience.
We follow 2 rules when targeting:
- First, be as specific as possible. Specificity has to do with research. When planning your targeting, we learn as much as possible about your target audience. We know your target audience so well, we can single out specific interests that this group has but no one else would.
- Second, get the message right for the target temperature. Temperature, as we talked about earlier, has to do with matching a message to the level of relationship you have with your target audience.
Advertising To Cold Traffic
Here your new audience is just become aware of you, so there should be 3 goals (none of them focused on selling or converting):
- Indoctrination – Build trust and establish credibility by sharing valuable information for free.
- Pixelling – When they view content, pixel them to run follow up ads that warm them up.
- Segmentation – Identified what they’re interested in so they can be presented a more relevant offer later.
What kind of offers work well on cold traffic?
- Blog posts
- Social media updates
- Content videos
- Lead magnets
- White papers
- YouTube ads to content
- Twitter ads to pillar content
- Google ads to relevant search matches
When paying for cold traffic, people who engage with an ad or click through to free content should be pixeled and tracked. The focus is on entertaining, inspiring, and educating everyone who clicks through so they begin to like (warm up to) your brand.
Think about warm traffic as acquaintances who have shown enough interest to return. It’s not a developed relationship yet, but there has been a connection. These ads should be targeted at:
- Leads who opted into your email list. (This list should be uploaded to a traffic platform.)
- People who have visited your website and been pixeled.
- Facebook fans, Twitter followers, YouTube channel subscribers, etc.
The goals for warm traffic are to: generate leads and even drive low-dollar sales.
What kind of offers are appropriate for warm traffic?
- Lead magnets
- Quizzes or surveys
- Free or paid webinars
- Flash sales/low-dollar offers
- Product demos
- Branding videos
- Books (free or paid)
- Free trials
These are buyers. They may be people who have opted in and are on the fence about buying from you. They may have added products to the shopping cart but never purchased. They may have purchased something from you in the past but haven’t responded to recent offers.
The advertising goals here are to activate if they haven’t purchased in a while, or failed to purchase, and upsell previous buyers of lower-priced products.
What kind of offers are made to hot traffic?
- Paid webinars
- High-dollar offers
- Done-for-you services
Cold, warm, or hot, getting the temperature right puts the right ads in front of the right people. And the more precisely ads are targeted, the better they’ll perform.
Creating an Ad Campaign
How do we put all these concepts and elements together to create a successful ad campaign? The secret is to create everything in advance—all the copy, creative, and targeting—before trying to set up a campaign. The idea is to create precisely targeted ads that speak directed to your target audience, and for that, requires an ad grid.
Ad Grid: From Strategy to Scale
An ad grid is a strategic approach to creating campaigns that perfectly align with the temperature and interests of the target audience. The idea is to ensure good marketing/message fit by identifying in advance the types of people being targeted and the hooks that are most likely to grab their attention.
Step 1: Identify Avatars
An avatar is a profile for one type of person who’d be interested in a particular offer. For each traffic campaign, 1-4 different avatars should be identified. There can be more, of course, but the more avatars, the more work it will take to plan a campaign.
To figure out the best avatars, look at the offer and identify several different types of people who’d want it and benefit from it. Each of these will be an avatar for the campaign.
Step 2: Identify Hooks
Each benefit or outcome of an offer can be turned into a hook that grabs the audience attention. Create hooks based on these 6 outcomes.
- Have – What will someone have if they download or consume an offer? How does their life look before & after?
- Feel – How will someone feel better, look smarter, or be more successful by accepting the offer?
- Average day – How did the offer change or improve their average day?
- Status – How do people elevate in status or become a better person after consuming the offer?
- Proof/results – What social proof, case studies, or testimonials validate the offer? How can a sense of belonging be promoted by joining others who’ve responded?
- Speed and automation – Speak to the time savings or quickness of learning or applying the information in the offer.
Hooks do not need to be identified for all these outcomes but this identifies several benefits or outcomes that will grab an avatar’s attention.
Step 3: Create Ad Copy
A unique message for every cell in the ad grid should be developed that targets one hook and one avatar. If there are 4 avatars and 5 hooks, there should be 20 ads. This level of segmentation gives the campaign the best chance of success. Instead of creating generic ads for a few avatars or hooks, highly targeted ads are aimed at specific types of people (avatars) with specific interests (hooks). With this approach, the odds of getting a good return on your ad spend are incrementally higher!
Step 4: Avatar Research
Once the copy is written, it’s time to research the avatars to identify the interest groups. To do so, the following questions should be answered:
- What search terms do they use and what is the intent of those terms?
- Who are the authority figures, thought leaders, or big brands in your niche?
- What books/magazines/newspapers does your ideal customer read?
- What events do they attend?
- What websites do they frequent?
- Where do they live?
- What tools do they use?
- What’s specifically unique about this group?
Step 5: Produce Ad Creatives
For image ads, creative is the visual element in each ad. At a minimum, there is one creative for each hook. Use original images or videos that include the imagery people associate with the targeted keyword—but that also have your brand’s unique look and feel.
Step 6: Run Ads, Compile Results
At this point, all the assets needed are in place, so it’s time to run the ads and use the ad grids to compile each ad. Once the ads are running, start gathering success metrics that are most appropriate or the temperature being targeted.
Step 7: Scale
Scaling is how to identify what’s working, what’s not, and how your ad campaigns can get bigger, better results. There are 2 ways to scale a campaign:
- Horizontally: If the results for an avatar are better than average, buy traffic on other ad platforms to boost visibility to that group of people.
- Vertically: If a specific hook or avatar is working especially well, create more ad sets to that group on the same platform.
Bottom line, find the winning avatar and hooks, and scale those to deliver better results in less time with a higher return on investment.
Optimizing Your Ad Spend
The goal primary goal of digital advertising is to attract cold traffic, warm it up over time, get them to opt in, and persuade them to convert. Building campaigns that include ads for all temperatures of your target audience help to achieve this goal.
The challenge though, is to stay within your budget while targeting different segments. The formula for doing so is 6:3:1. Assume your ad budget is $10 a day. The daily spend will look like this:
- $6/day on driving cold traffic to your site
- $3/day turning warm traffic into leads or buyers
- $1/day retargeting and selling a higher-dollar product
That ratio may change periodically depending on the campaign, but it’s a good balance for targeting all temperatures while controlling expenditures.
What If A Campaign Isn’t Working?
If a campaign isn’t performing well, go back to the offer. If it’s a powerful offer, the other elements can be weak and the ads will still work. But if the offer isn’t right, nothing else matters. In some cases, ads will start out strong, but results will wane over time. When this happens, it usually means ad fatigue has set in. People have seen the ad too many times and aren’t responding to it anymore.
Ad fatigue can be fixed in 2 ways:
- Retarget to another audience.
- Change out the campaign.
Summing Up Digital Advertising
Digital advertising is a key tactic in digital marketing because it gives complete control over traffic flow. To succeed, though, different campaigns need to be created for each stage of the Customer Journey—and the “temperature” of each stage needs to be comprehended.
Digital Advertising Metrics
- Click-Through Rate (CTR) – The number of clicks divided by the number of impressions on an ad and any other call-to-action. The higher the click-through rate, the more prospects moving from stage to stage in the customer journey.
- Cost Per Acquisition of Customer (CPA) – The amount of advertising spend divided by the number of customers generated. We drill down on this metric by calculating CPA by by traffic campaign, traffic source, and more.
- Cost Per Lead (CPL) – The amount of advertising spend divided by the number of leads generated. We also drill down on this metric by calculating CPL by traffic campaign, traffic source, and more.
- Cost Per Click (CPC) – The amount of advertising spend divided by the number of clicks on the ad, ad set, or ad campaign. Believe it or not, this is the least important of these metrics.
- Cost Per 1,000 Impressions (CPM) – The amount it costs to reach a million people. When creating a campaign to extend your reach or build brand awareness, this is the metric to use.
Digital Marketing Terminology
- Traffic Temperature – The classification of the audiences targeted: cold, warm, or hot.
- Cold Traffic – Audiences targeted with ads that have no prior experience with your brands, products, or people. Ads targeted at cold audiences introduce the business to the prospect and establish trust and authority in an effort to build awareness.
- Warm Traffic – Audiences targeted with ads that are aware of your brands, products, or people but have not yet converted to a customer or haven’t purchased in a long period of time. Ads targeted at warm audiences should be designed to convince a prospect that you have the superior solution.
- Hot Traffic – Audiences targeted with ads that have previously purchased. These audiences know your reputation and have used your product or service. Ads targeted at hot audiences should convert a customer into a high-ticket or repeat buyer. Most ad campaigns to hot audiences will be conducted through retargeting.
- Retargeting Campaign – An ad campaign designed to reach customers and prospects with a message and offer that is based on their previous behavior. That behavior might be an opt-in to a lead form, a purchase, or a visit to a page on your website. Ad retargeting is available from ad platforms such as Facebook and Google.
- Frequency – How many times has an ad been shown to the people you’re targeting. Ideally, frequency should be below 10. If people to see the same ad too many times, it becomes annoying and can lead to ad fatigue.
- Relevance – The Facebook metric calculating how relevant your ad is to your target audience. In Google Adwords, it’s called “quality score.” Both measure people’s engagement level and how much they like your ad.
Digital Advertising Services
Our approach to digital advertising is comprehensive and follows the methodology outlined above. In addition to this methodology, we take the time to ensure tracking analytics and performance metrics are setup correctly, that landing pages are helping boost quality scores (which helps lower your cost per click), and we also provide feedback on how we can further improve your conversion funnel to get the best return on investment. The content marketing services we include are as follows:
Search Engine Advertising Campaign Deliverables
- Tracking – Basic analytics tracking and conversion tracking codes for PPC will be provided and can be installed by our team as needed. Proper tracking is essential to our success and we will work with your team to ensure it is accurate. We will want to specifically monitor all relevant conversion points, which should include a lead generation form and a newsletter sign up form.
- Keyword Selection – Keyword selection is key to the success of any PPC Campaign. We believe in a very comprehensive long-tailed keyword approach, as it has a positive effect in both reducing costs per click and increasing relevance. The more general terms will need to be bid slightly lower since the conversion rates will be lower.
- Competitors – We also propose specifically targeting competitors’ names as keywords. Branding is very strong in your vertical market, and any time we have a competitive advantage, we want to target the competitor’s name for highly relevant clicks. For this practice to be effective, we will need well-composed ads and high-quality landing pages.
- Quality Scores – Since high quality scores are so vital to the success of the account, we regularly review quality scores and restructure campaigns with that in mind. We anticipate having dedicated search, display network and remarketing campaigns. We anticipate that each of the search and display campaigns will have dozens of ad groups of tightly knit keywords for optimal quality scores.
- PPC Match Types – We recommend focusing on more exacting match types. For the most part, we can avoid broad matched keywords, except where a keyword has proven to have exceptionally low conversion costs. We will instead focus on modified broad matched keywords, phrase matched keywords, and exact matched keywords, with higher bids on the more exacting match type. We will be able to accomplish several things with this methodology. First, we will be better able to micromanage bids, since the exact matched keywords are likely to convert better than the broad matched keywords and deserve more aggressive bids. More importantly, when Google sees that a keyword is present three or four times in different variation in an ad group, the relevancy between the keywords goes way up. That tends to lead to higher quality scores, which in turn lowers our CPCs.
- Negative Keywords – Negative keywords block traffic that is triggered by your keywords, but not truly traffic you want coming to your website. We will have a significant number of negative keywords that we have identified from previous clients in your industry that we can incorporate into your account. Ongoing reviews of search queries and the addition of negative keywords are part of our standard operating procedures.
- Bid Adjustments – We will utilize our proprietary bid management software and expertise in a manner that allows us to bid specifically on the keywords and websites that best reach the campaign’s target audience for the most cost-effective rates. As a general rule, we found that positions two and three are often the most cost-effective, but we will treat each keyword individually and use our tools to push them to the optimal positions.
- Managing by Devices – With the advent of Google enhanced campaigns, the mobile marketplace has changed. While mobile traffic is a sizable segment of the online marketplace, it tends to convert at a lower rate. We will adjust to this conversion rate in two ways. Click-to-call conversions from mobile devices are often the preferred method of converting, so we will definitely want to incorporate click-to-call into our strategies. Secondly, we typically recommend bidding down on our mobile bids, and our experience indicates that a reduction of 10 to 15 percent in your marketplace is a good starting point, although you may have internal data that further refines this figure.
- Time of Day/Day of Week Adjustments – While it is appropriate to run the campaigns 24/7, it is important to adjust bids by time of day and day of the week. It is best to adjust bids by the time of day, so that we are only paying what a click is truly worth, being more aggressive when the best traffic is available and saving money during the off times. There are smaller adjustments to be made by day of the week. Again, we can pull on our experience in your industry, or you may have internal data that further refines these adjustments.
- Ad Creation – Getting the messaging right is a big key to successful PPC marketing. We have seen such messaging have profound effects on both click-through rates and conversion rates, which is one of the reasons we emphasize such a high level of client interaction when creating campaigns. We will incorporate your messaging with our standard best practices regarding ad copy to create effective, compelling ads. This is true for both text and image ads. We can either utilize existing image ads that you have created or create new and unique ads with images that you provide us. Part of getting the messaging right is making sure that we are using proven images from your inventory.
- Ad Variations – We split test a variety of ad variations. We will create a series of highly optimized ads and will continually split test them against one another. We will also incorporate ad extensions into every ad group and optimize them as well, in an effort to improve click-through rates.
- Display Network – Initially, we recommend not devoting more than 10 to 15 percent of the PPC budget to the display networks. This network targets people who are researching information on websites that are relevant to your industry, but we project the traffic quality there to be much lower than in the search networks. However, the click cost in the display networks, which we predict will be a fraction as much as the search networks, is low enough that we believe this can be a small source of cost-effective traffic. In particular, we want to focus on remarketing (see below). If the data proves otherwise, we will enlarge the budgets for these campaigns and expand the display networks.
- Remarketing – We believe that “remarketing” (sometimes called “retargeting”) will be a vital component to the success of your digital marketing efforts. Here is a brief explanation. With the exception of those few people who have cookies disabled on their computer, a cookie can be placed on the computer of any website visitor. It doesn’t matter how they arrived on the website. Those people can then be targeted with low cost ads and visit different sites online. This scenario is typically very cost-effective and can turn a one-time visitor into a customer, essentially multiplying our efforts towards target clientele.
- Tools – We will share our proprietary reporting tool. This source does a fantastic job of showing trending data. We will send these reports and personal analysis of your account on a weekly basis.
Social Media Advertising Campaign Deliverables
- Integrating Accounts – It is important to make sure everyone requested to work on the account has access through the business manager and establishes ownership for our clients. This includes adding on any business managers, ad accounts, pages, groups or access we need to work efficiently without any passwords required. Typically accounts give us advertiser access so you still have full control over your account and any history with that account. This process is fairly easy and will help make life easier for you when having several employees or agencies working on the accounts. This will also help to keep track of who is posing what and when ads are being changed.
- Set Up Pixel and Analytics Conversion Tracking – If money is being spent on advertising, we need to know how well the campaigns are preforming. This comes from pixels and analytics conversion tracking. We will take the time to walk you through putting code on your site to track where the traffic is going, what are they doing, if they bought anything, etc. This helps us get the most for your dollar and allows us to A/B test properly. This form of tracking leads to effective remarking campaigns and lower costs per acquisition. Using UTM parameters also help with these tracking tools.
- Building Remarketing Campaigns (segmentation for ecommerce) – As mentioned above, remarketing campaigns can be set up after the pixel and analytics code is in place. This allows us to remarket to the same individuals who have previously spent time on your site, if they did not convert into a sale. The goal here is to build campaigns around different products/services they were interested in and specifically target them to get them to make a final decision or get more information about you. Keeping your brand front of mind is just as important and the good news is you don’t pay unless they click.
- Awareness / Traffic Driving Campaigns – Brand campaigns or awareness campaigns are focused on building the image of your company through a social presence. Trusting a company should never be defined by the number of likes on a page but it is a start in pushing awareness and building a following. Other campaigns that do this well are informational articles or videos.
- Audience Building / Lookalike Campaigns – Audience building can be a lot of work and will take up the majority of any ad campaign being launched. Using your buyer persona is going to be key in targeting the right person you are interesting in advertising to. Over time with the use of the pixel code, (Facebook/Instagram only) an audience will be built. They will be called a lookalike audience that mimics your target person based on the interests that are shared among those that are converting. This gives us the best chance possible at a perfect customer and helps to reinforce remarketing campaigns.
- Full Ad Creation – Ads vary based on the social media platform. Regardless of that platform we help to develop, the most diverse/results driven ads based on text/images/titles/URLs/CTA buttons, etc. Each of these pieces can change the outcome of the ad. To make sure that we are continuing to improve the results of the ads we A/B test them based on the discussed key performance indicator. Image creation is an additional cost
- A/B Testing (KPI) – A/B testing as mentioned above helps to test only one variable at a time without altering anything else so we can tell what is working and what is not. Typically, a client is looking to increase sales thus making their key performance indicator a conversion. This is not always the case as some campaigns are interested in awareness or promotion of a certain event. Yes, ticket sales are the goal but pre-campaigns to the release of a movie or concert are just as important to promote awareness. Once all the variables are testing across a full week (5 business days), we go back to looking at the audience. If no results have been found (very unlikely), we recalibrate the audience and focus on lookalike audience building all over again.