A successful paid ad is the optimal result but what do you do next with these learnings? I recently answered and contributed to a LinkedIn article based on this prompt:
Analyzing and Adapting
Reviewing the performance and extracting the learnings to adapt into your content strategy is crucial. But how to go about it?
I would recommending implementing the insights from the paid campaign into my organic strategy to ensure both campaigns run parallel, leveraging both broad and targeted approaches.
By analyzing consumer behavior from paid ads, I can adapt our organic approach. Depending on the results, this might mean using similar content in organic posts or employing more targeted demographics and messaging. While paid ads often target specific audiences, the same approach may only sometimes work for a broader audience. Therefore, testing this new strategy and seeing how it affects overall content performance beyond paid ads is essential.
Additionally, I would use this time to analyze consumer behavior and employ a test-and-learn approach to understand why the paid campaign was successful. I’d ensure a controlled environment for the paid ads and carefully select which variables to test. Depending on the success of the paid ad, the variables could include:
- Copy: Length, style, messaging, and call-to-action.
- Demographics: Assessing if the audience is too narrow or too broad.
- Asset Type: Comparing video, carousel, single image, and messaging formats.
Another crucial factor in assessing performance success is whether the content aligns with the campaign’s objectives and quality and how compelling it is to your audience.
There are various avenues, but I think the “why” of the paid ad is more important than the result itself. What do you think?
Mecca-Amirah Jackson 
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