Summary

Chad Kodary interviews Jason Hornung about his expertise in paid advertising. Jason shares his background in online marketing and how he built a successful marketing agency. They discuss the importance of paid ads for scaling businesses and the limitations of organic and affiliate marketing. Chad presents a low ticket offer campaign and seeks Jason's advice on scaling it. Jason explains the three phases of a successful campaign: proof of concept, validation, and scaling. He emphasizes the need to let campaigns run without making changes during the validation period to ensure consistent performance. In this conversation, Chad Kodary and Jason Hornung discuss various topics related to running successful ad campaigns. They cover the accuracy of tracking, the importance of having a source of truth, strategies for scaling campaigns, analyzing ad set performance, and the point of diminishing return. They also discuss the challenges of scaling in certain markets and the benefits of long-term campaigns. They emphasize the importance of focusing on direct response ads for most businesses and allocating budgets strategically. The conversation concludes with a recommendation to check out the Academy of Advertising for further learning.

Takeaways

• Paid ads are crucial for scaling businesses beyond the limitations of organic and affiliate marketing.
• A successful campaign goes through three phases: proof of concept, validation, and scaling.
• During the validation period, it is important to let the campaign run without making changes to ensure consistent performance.
• When scaling, focus on increasing budgets and avoid turning off ads that may appear to be losing, as delayed and misattribution can occur. Decide on a source of truth for tracking your ad campaigns, such as the Facebook Pixel, to ensure accuracy.
• When scaling campaigns, focus on increasing the budget of existing successful campaigns rather than creating new ones.
• Regularly analyze ad set performance and make data-driven decisions to optimize your campaigns.
• Be aware of the point of diminishing return, where increasing the budget no longer produces the desired results.
• Direct response ads are generally more effective for small businesses looking for a return on their ad spend.

Chapters

00:00 Introduction and Background
04:06 Paid Ads as a Solution for Scaling
07:10 Low Ticket Offer Campaign
09:04 End Goal: Software Subscribers
10:59 Upsell Offers
12:21 Testing and Initial Results
15:05 Validation Period
26:03 Scaling Strategies
27:45 Replicating Results
28:45 Accuracy of Tracking
29:19 Source of Truth
30:14 Scaling Campaigns
31:11 Replicating Results
32:04 Analyzing Ad Set Performance
33:02 Budget Descaling
34:06 Point of Diminishing Return
35:27 Back to Previous Budget
36:25 Long-Term Campaigns
37:07 Scaling Challenges
38:30 Maintaining Successful Campaigns
39:16 Direct Response vs. Awareness Ads
44:17 Strategic Testing
45:29 Building Trust with Customers
48:18 Allocating Budget for Different Strategies
49:29 Direct Response Ads
52:04 Academy of Advertising

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