• Prepare your deliverability for flexibility. Keep this in mind as you scale and spend more, your CPMs may go up, your CPCs may go up, your CTR can still be up or can even go down. And so when you are spending more money to acquire these leads and purchases and phone calls and applications, you also have to prepare for the possibility that the reach and the impressions you have can increase, or they may decrease. 

• How are you going to prepare yourself so that you can stay in a profitable range that makes sense for your business? One, if you are tracking any sort of advertising, whether it's in Google analytics or some sort of third-party software, you're able to look at the week over week, the daily, and even the monthly view of how much you're spending for your impressions, your reach, your clicks, and so on.

• By tracking everything you can see did Facebook charge me more? Did they charge me less? And then I could see how much did I make that week? Was it a profitable week, even though impressions and reach were down, was it more profitable or less than the week before? When you look at it from month over month, you can say, you know what, September better than October, or was October better than September. And you could see the variability in the CPM costs, the CPC cost, and even the CTR range, was it lower or higher? 

• The reason why you're preparing for flexibility is because, at different times of the year, your cost per lead and your cost per purchase, and your cost for appointments will vary. In the fall, when you have black Friday, Cyber Monday, Thanksgiving, and then winter, you have Christmas ad costs go up.

• By being prepared for how the ads are shifting throughout the year, you're able to determine where you need to spend more of your time and energy, and money to be most effective.

• If you know that you can do better in January through May, you should spend incrementally, if not exponentially more during those times of the year, if you notice that your cost per clicks and your CPMs and your cost per sales start to creep up in June or afterwards, if they creep up in September afterwards, that would mean you should be scaling your business from January through mid-September. This will help you not have to worry about the costs in the latter part of the year.

•  Remember to make sure that your deliverability has flexibility, you need to track your numbers and all your metrics effectively month over month and week over week and see how they vary in terms of performance. So that, when it's best to spend more, you can take the most advantage of it, but also not have your business be beaten down during times of the year where it might be the most competitive.

David (00:01):

Prepare your deliverability for flexibility. This is probably something I don't hear many people talk about. And I say probably because, well, no one really talks about it publicly. And so what does it mean to prepare your delivery and your deliverability for flexibility? Keep this in mind as you scale and spend more, your CPMs may go up, your CPCs may go up, your CTR can still be up or can even go down. And so when you are spending more money to acquire these leads and purchases and phone calls and applications, you also have to prepare for the possibility that the reach and the impressions you have can increase, or they may decrease. And how are you going to combat that in order to still be at a profitable range? That makes sense for your business. So how do you prepare for these things? One, if you are tracking any sort of advertising, whether it's in Google analytics or some sort of third-party software, you're able to look at the week over week, the daily, and even the monthly view of how much you're spending for your impressions, your reach, your clicks, and so on and so forth.

David (01:13):

I like to keep track of them on a weekly and monthly basis. So I could see did Facebook charge me more? Did they charge me less? And then I could see how much did I make that week? Was it a profitable week, even though impressions and reach were down, was it more profitable or less than the week before? When you look at it from the month over month, you can say, you know what, September better than October, or was October better than September. And you could see the variability in the CPM costs, the CPC cost and even the CTR range, was it lower or higher? And then where my purchases more, or my leads more or less, you could see where I'm going with this. And the reason why you're you're preparing for flexibility is because at different times of year, your cost per lead and your cost per purchase and your cost for appointments and calls and so on and so forth will vary oftentimes in the fall, when you have black Friday, cyber Monday, Thanksgiving, and then winter, you have Christmas ad costs go up and they actually start to reflect going up even as early as September from labor day.

David (02:17):

And then you have Halloween, you even have veteran's day, right? So you have these, these seasonality moments with your advertising, where you might start to notice that things are incrementally going up and it's whether or not you were aware of these things that will determine how you scale during that time of year. Because in earlier parts of the year, such as January, a lot of business opportunity ads do well. A lot of wealth and relationship ads do well. Why? Because that's the time of the year where these advertisers are benefiting off the top of the year, right? New year, new me. And then on top of that, there's no major events going on other than the beginning of a new year. And there's no competition with major companies on inventory or an election or anything along those lines. So by being prepared for how the ads are basically shifting all throughout the year, you're able to determine where you need to spend more of your time and energy and money to be most effective.

David (03:15):

So if you know that you can do better in the months of January through may, you should spend incrementally, if not exponentially more during those times of year, if you notice that your cost per clicks and your CPMs and your cost per sales start to creep up in June or afterwards, if they creep up in September afterwards, that would mean you should be scaling your business from January through. Let's say mid September, as hard as you can. So you don't have to worry about the costs at the later part of the year. So remember in order to make sure that your deliverability has flexibility, you need to track your numbers and all your metrics effectively month over month and week over week and see how they vary in terms of performance. So that, you know, when it's best to spend more, to make sure that you can take the most advantage of it, but also not have your business be beat down during times of the year where it might be the most competitive.