How to make new ads without the risk of losing

We are all looking for new customers.

That is the core need for 99% of businesses.

Finding those new customers is hard.

When you are running ads, you have a few ways to get more customers.

1. More spend and ads.

2. Better ads.

3. New ads.

Most people resort to one. They just increase budgets and focus on making more ads saying the same thing.

Then when that stops working, we try to make better ads, but often the solution is new ads.

Making new ads is the hardest pursuit with the most risk.

Today we are going talk about how to make new ads without the risk.

Expand the audience

Usually when you are scaling the ad account, you have a core feature that is acquiring customers.

Honestly, the product development is what gets your first customers because if the product isn’t differentiated, it will be hard for those first ads to be different as well.

You will land on a core angle for acquiring customers.

When we think of making new ads, we try to find what is the second angle that can work.

But there is risk in this because you don’t know if the new messaging will work.

Before trying something completely new, you should get specific and expand.

If that core angle you started with is a health benefit like weighted blankets help you sleep better, you really are speaking to most people about their sleep.

You know that works, but to do new ad angles without the risk, I would go more specific.

Wired parents sleep better because of weighted blankets.

Neurodivergent people sleep better because of weighted blankets.

The list can go on from there.

But you can see that we aren’t going away from the core angle, sleep better, we are just expanding the audience.

The math of more, new ads.

Let’s say you had 100 ads of your core message in the ad account working.

You could try to make more of that angle but could be hard to keep going.

If you now breakdown that angle into specific niches or themes, it becomes way easier to make more ads that are new in the account, which will allow for better performance.

Within the two angles I mentioned above, you can easily have another 50 ads each.

Coming up with another 100 ads about general sleep improvement with a weighted blanket without them sounding the same and looking the same is very hard.

Getting specific allows you to get new visuals, new copy, new talking points while providing more content into the ad account to scale.

Diversity equals volume

I see a lot of people online talking about making more ads.

I don’t disagree. It is just that more of the same is not what you want.

You need different but as I said, that can be risky.

Being specific though, de-risks the bet you are taking while allowing you to have different ads in the account.

Inherently, the more specific you get, the more ad ideas we can generate and create which allows us to have the volume you need to scale more ad spend.

No ad is a guarantee, but if you know the general theme about sleep improvement works, then getting specific about how a product helps this specific group with their sleep will give you a better chance of working than trying to go outside of talking about something other than sleep.

Try new angles

To be clear, you will eventually need to try new angles beyond your core angle. There is risk of course, but you need to do it.

I think many people have not gone deep enough on what works and are missing out on getting great ads by being more specific.

This week, I want you to take some time and look at what is working in your ad account and ask yourself, how can we get more specific in who we are targeting for this ad?

Can we take this winning ad and make it more specific for 5 different groups of people?

If you can, then you have 5 new video ideas with 5 different looks/footage.

You have diversity and volume, the perfect combination for the almighty Zuckerberg to get you more customers.

Alright, enough of me talking - go out and GET SPECIFIC.

Keep creating!

Matthew Gattozzi

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