I believe that perpetual testing is the closest way to ensure continuity in the positive results and the only way to expect growth in any digital marketing campaign, PPC or not. That said, it’s also important to refresh the communication before the message tires the audience. So that’s what we did: A different way of communicating in each part of the funnel. For each campaign, we define it’s objective.

We’ve found that doing reach campaign on lower-funnel, warm audiences ensure that an already preselected audience (such as check-out page visitors) sees the ad in question, and stop depending on Facebook optimization that, although it’s usually a great friend of media buyers, can also be biased and limit the reach of high-converting audiences.

For these kinds of audiences, it makes the most sense to talk to customers as if they know what you’re talking about: they want to increase their sales, they already know what FBA is but they’re trying to increase their knowledge and know-how, and you’ve got some ads that are more testimonials from successful customers than talking about the program features, as they are already more familiar with the brand.

As for higher-funnel campaigns, temporality takes a very important role to decrease the cost per lead by creating a sense of urgency that can otherwise feel untrue to the customers. Some examples of these are:

• Monthly webinar (a monthly live webinar instead of an evergreen webinar makes smarter customers know that the scarcity is for real).
• Monthly scarcity campaigns (with a value that is truly not given at any other time of the month).