“If at first, you don’t succeed, try and try again.” – William Edward Hickson
The above quote means more today than it ever has. In terms of advertising and attribution, multiply that by ten.
You’re going to fail. I hope you do. It’s encouraged. It’s better to fail with a safety net than without one. Using C3 Metrics is the best attribution platform for your digital advertising needs.
Digital advertising is a “fail x3 or more – win x1” industry. When you find that winning ad, milk it dry.
“Finding the right creative is essentially trying to find the winner and just banging it out until it dies,” says Anthony Pitts, formerly of DraftKings. “On the digital side, it’s a different animal, especially with things like social media. Things work a lot faster. You have to fail to win.”
Planning a solid creative walks hand in hand with any form of design. You have your planning stages (thumbnails). Once you drill down from there, you get to the rough drafts. Finally, when you design three or four good roughs, you find the best creative to implement. After you launch that creative, you sit back and gather the necessary data and decide if that creative was effective.
That funnel works the same way for digital, the difference is quantity. As a digital marketer, you need to fail a number of times before you can win. So imagine the stages of planning for a magazine ad and multiply that by 4 or 5 or even 6. Out of however many ads you decide to launch, one creative will win. Milk that one creative for all its worth. When it runs its course, make 5 more ads and find the next big hit.