Hey crew, Hope you had a relaxing Memorial Day weekend. I'm still struggling to get back into the swing of things (extended weekends and holidays are hard for me - Mondays are my most productive days). Anyways. One question I get asked a lot is: "What would you do when you start a new ad account and campaign for a new offer?" Excellent question. Because how you START the ad account directly determines if it'll work or not. So assuming we have the pixel and CAPI setup, and all that good technical stuff ... We're going to want to analyze the offer and sales page for a couple of things. 1 - The transformation and outcome (this is directly why they buy) 2 - The constraints holding them back 3 - Who this person actually is (The Infinite Concept Research System actually finds all of this + the constraints for you - it's in AdVelocity 2.0). 4 - 3-5 REALLY strong concepts we can deploy in our first adsets. In essence, I want to map out who the best buyers are and create the best bait for them. So I'll start off with 5-10 of the best ads I can write, and deploy them likely with an image. I like to make super simple images that show the spokesperson, founder, or ideal prospect. And I have a simple headline text on that image. If that person is VERY charismatic on video I may test that too (I'm currently doing very well making Reels and running those on IG only. I know many of you have seen those. Despite being a noted video ad hater - those have done well.) After the first 3 days, I'll circle back and study the results. If we're getting good results, I'll start creating more ads in concepts that aren't working. If we're struggling a bit, I'll first look at the technical side of things and make sure all tech is working properly (you'd be surprised how often the full funnel is just broken - its silly but very common). Then I'll analyze the concepts again and see if there's something not in alignment with what this audience is expecting. I'll make a new batch - and run it again.