All field notes
Meta Ads · October 2021
Test one offer at a time
Running three offers at once hides which one people wanted. Sequence them instead.
By Micheal Baptiste · Published · Updated · 2 min read
Offers are the strongest lever in paid social and the one most often changed carelessly. Test them deliberately and the results stay readable.
Define the offer precisely
What the customer gets, what it costs, what they have to do, and by when. Vague offers produce vague results and unclear reporting.
Give it enough time
Two to three weeks at a budget that produces a usable number of enquiries. Switching weekly means every result is still in its learning phase.
Keep a record of what ran
Dates, spend, wording, and outcome for each offer. After six months that record is worth more than any platform report, because it explains the numbers.