Let’s talk about the three phases of turning attention into customer revenue: Connect, which is all about branding; Commit, which is about that lead generation and putting people into your sales funnel; and Close, where it’s all about the sales retargeting to talk to people who are already in purchase intent and help them make a decision to become a customer of your brand.

When we actually go to implement these ads, we do it backwards. What I mean by that is we don’t want to go out and just start creating branding ads and putting those out to cold audiences if we’re not quite sure if they’ll buy something from us at the end of the day. So we start with the audiences that we currently have, and we focus on retargeting those that have showed purchase intent.

So if you already have people that are landing on your sales page, if you already have people that are going through your sales funnel, let’s implement the close ads first to see if they’re getting results. If you’re spending one dollar, and you’re not getting a dollar and one penny back, well, those close ads aren’t working.

So the first thing that we need to do is stop before we start implementing so many different ads trying to get the sale. We need to analyze why your ads are working, why they aren’t. Are people clicking? If they’re clicking, what questions are they messaging you about? What questions are they submitting to the chat support on the page or emailing your support line? Maybe we can put those commonly asked questions in ads in front of them to get better results.

Now, we don’t move on to the other phases of the framework, we don’t move on to lead generation if the leads that we’re already getting organically aren’t becoming customers if that’s our end goal. So the time that it takes to actually implement the close ads could be two days, but it could be two months. So I just want you to set realistic expectations that results do take time along the way.