Momentum loves action so ideally keep going as fast as you can, for as long as you can.
Here is my example.
Day one of my new Kickstarter ad: 4 follows at $2.79 each on a whopping $11.17 of spend. Pretty damn sweet for someone who is NOT an ad guru
Want to know the secret? The ad is not polished. On purpose.
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Here’s what I did before I spent a dime. I posted it on my personal profile first. Just me, talking about my creepy little Christmas book the way I’d tell a friend. It got a TON of engagement. That’s when I knew it was good.
So when I built the ad, I copied that text exactly. I did not turn it into polished prose. I did not “fix” it. The exclamation points stayed. The “Check it all out!” stayed.
The image? I slapped a candy cane border on it that isn’t too refined. And you can’t even read the whole trope map in the collage.
That’s on purpose. It makes them click. Throw perfectionism in the trash.
Good.
People will click to get over there. A little mystery is the point. The goal of an ad is not to be admired. It’s to be noticed, and to make someone curious enough to move.
So what do we do next, now that day one looks great?
Nothing.
We sit on our hands. The ad is in learning mode, and every “little tweak” resets it. Day 3 is when we look again. Not before. And I might wait until day 7 and then I may just raise by the daily budget by 20%. Don’t break things that are working.
One are more expensive but that doesn’t mean anything if they convert. So we’re going to keep it going.
While the ad cooks, here’s how we’re rounding out the funnel:
A second ad set aimed at F/F romance Christmas readers, because this book is sapphic AND deadly and that audience deserves to find it
A video ad next, highlighting the music video and the full landing page at jillybug.com
And then it’s watch, scale, and keep feeding the machine.
Immersion is the name of the game. From the ad, to the FB Page, to my personal website, to the KS Landing page. Immerse them so they never want to leave.
It’s like a trap but it’s a nice, fun one.
The Easy Peasy Ad Game:
Grow the email list with reader magnet ads
Drop new readers into the “7 Days of Christmas” daily email drip
Convert them with fresh Kickstarter content and regular updates so they stay warm
And keep fans HUNGRY with mini quests and campaigns that leak information like a spoiler the press cannot contain
That’s the whole game. Test where it’s free. Copy what already works. Launch it ugly. Then be patient enough to let the data talk.
instead of feeling down on yourself, test, pivot, change, grow.
That’s the whole game.
Plan it. Build it imperfect. Make piles of money.