One way to improve your ad performance on any network is to focus on a smaller geographic region.
Targeting the whole of your country (assuming you sell nationally), or even multiple countries is a fine way to test an idea. But if you’re doing that long term you’re probably missing a trick.
I was thinking about this the other evening, watching a quiz show called The Chase…
The format of the show is that four contestants answer questions individually in a cash builder round, where each correct question is worth £1,000 for example.
They then go up against a professional quizzer, and have to answer a number of multiple choice questions correctly to outrun the Chaser, and proceed to the final chase. If they’re caught by the Chaser, they’re out.
They can choose to play for the amount they earned in the cash builder round. Or they can go high or low. High moves a step closer to the Chaser, and earns them about ten times as much money if they get through. Low moves them a step closer to home, but decreases the money they take back to the team.
Before deciding which offer to accept, they turn around and ask the other team members what they should do…
In the British show, the suggestions are nearly always conservative. You’ll hear things like “you’re a good player, we want you back, just take the low offer.”
In the American version of the show, you’ll hear things like “YEAH GO HIGH MAN! You’ve TOTALLY got this…”
In the American show the Chaser will sometime offer a ‘super offer’, where the contestant can move a step closer to the Chaser still (for mega big bucks).
How does this relate to your ads?
RUNNING THE SAME ADS TO THESE TWO GROUPS OF PEOPLE WOULD NOT WORK.
Huge cultural differences exist within your country – not just internationally. This is often an easy if laborious way to improve ad performance.
And a reason you might want to have multiple copywriters working on your ads.
P.S. Every time someone corporate tells me they’re responsible for the “EMEA region” (Europe, Middle-East and Asia) I puke in my mouth slightly.
P.P.S. Europe is not a thing (see Brexit).