We track every campaign we do, so we know where someone came from and how much it cost us to "win."
We know what works and what doesn't. We know where we want to spend our ad budget. We know a lot of things because we do a very simple thing. We think ahead.
Whenever we do a campaign, we think it all the way through. First we look at the strategic stuff - Who are we going after? What is a win? Then we tackle the details - What should the ad look like? Where are we taking them? What do we want to do with them later? etc.
And, from the start, we place ways to track our campaigns so it's easy to determine the effectiveness. Often we review a spreadsheet that displays our campaigns, what they cost us versus what we "won." Then we compared them and made decisions about where to spend more money and what to drop. Pretty simple, huh?
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