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OK this is now super exciting.

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We have got an ad running and we are checking every five seconds to say please put something from us

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right there.

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So what do we do now we got these two ads running and we want to know how long to run them for.

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And you know how do we decide whether they're performing right or you know should we stop them should

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we carry on should we make sure we increase our budget.

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What should we do.

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So this is a very important lecture because I've been titled this scale all killed.

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So we're going to scale up the ad or are we going to kill it.

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Now the first key thing I want you to do is to run your ad for three days or your ads depends on whether

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you do on the split split testing or not running for three days.

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Now why three days.

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Well it actually takes the Facebook algorithm a little bit of time 24 hours 48 hours I don't know exactly

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what it takes a little bit of time for it to actually start serving your ads up to the right people

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at a good cause is just kind of how it works is how the algorithm works.

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So you know I feel they do kind of scatter approach in the beginning.

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Obviously based on the targeting you've done and then they do kind of more clever targeting within their

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algorithm to actually try to identify perhaps better groups that are more likely to buy your stuff.

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But that process for them takes a little while and iteration.

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Don't worry about it too much but just accept the fact that you need to run it.

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It need to let your ads run for three days.

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Now your objective during this period is to make a profit.

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Surprise surprise or at least breakeven right now that might be that might seem a bit weird at least

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breakeven.

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You sorry I should say the least not least.

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But anyway you get the idea.

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So the reason why I cannot allow my ads to actually breakeven is because I will have acquired a customer

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and then later a later slide I'm going to talk about List Building the importance of a list the importance

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of a customer but basically just imagine you've got that customer.

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OK you haven't made any money out of them this time around but you will have the details of that customer.

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You will have the e-mail address you will have the opportunity to direct e-mail them in the future to

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make sales.

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And trust me that is very very valuable.

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You will make a profit down the road but maybe not straight away.

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So for the moment just accept that basically all you're doing is to make a profit or at least to break

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even.

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Now the reality is that not all of your ads are going to generate sales.

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OK so don't expect for one moment you might get lucky.

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Very first one starts to generate sales and you've got you know an embarrassment of riches.

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But basically it's it's unlikely the odds are stacked against you.

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That's just how it is that's advertising whatever you do.

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All right.

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And maybe only one in 10 of them will actually make a sale of some sort.

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OK.

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So what we want to do is if after three days an ad is not performing.

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We've not made a profit or we've not broken even.

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We want to kill it.

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We just want to stop that ad and I would suggest being brutal about it.

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OK that's certainly what I do.

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Some people will go down the path of saying well it didn't quite work.

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Maybe we should change.

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You know our target audience a bit or maybe we should change another thing on the ad the photo whatever.

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Personally in my experience you can go a little bit mad with that.

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What I tend to do is just say OK stop I am not doing this one anymore I'm killing it.

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I will go and find another product I might show to the same audience that I had before.

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But I will basically start over and I will kill it.

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And by the way I'll generally leave that product on my site because what you'll find is that as you

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do these products will start building building up on your site.

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And although you might not sell it this time around as a direct with the direct Facebook advertising

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later on down the road when you bring somebody else into your site for perhaps another product they

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will see that on your site and they may well buy.

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I've had many many situations where people come in to buy a product and end up buying three or four

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of stuff that I was not successful in previous test runs.

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Now this is the key point.

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The winning ad when you get a winning ad OK that can generate the dollars.

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So when you read you know not all ads will generate sales maybe one in 10 probably started thinking

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you know wow I'm going to have to spend quite a lot here on advertising to get that one sale which is

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you know maybe true maybe you know you can spend tens of dollars or something like that as part of this

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testing process.

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But when you get that winning ad Trust me that's when the fun starts because that's the one that can

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generate you know hundreds sometimes thousands I don't get you over excited about this but if you get

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the right ad matched up to the right audience that's going to pay for all of the rest.

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Multiple times over and that is where you're going to really build your business.

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So that's where we're going to actually scale the winning ad we've dropped the nonperforming once we

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got rid of those and we're left with the winning ad.

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Yeah.

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We're going to drop everything else and we're going to scale this up so that we can really generate

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some money and then the next lecture I'm going to give you some tips on exactly how to scale.