Video ads: Accept things will break, just be sure to fix ‘em

By Viddyoze

12 Jul 2021

accept-things-will-break.jpeg

No matter how good your website is, how much time you invest in the customer journey, or how excellent your video ads are, at one time or another, something, somewhere, is going to break.

Think of all the millions of things that make a website work. So many moving parts. So many potential gremlins lurking in the back end. Throw in Facebook, Google and the many other platforms that digital businesses rely on, and you’ve got a lot of potential fiascos waiting to happen.

The best thing you can do as a digital business is accept this inevitable, annoying fact of life and get on with it. It’s just the way things go sometimes – just ask Spotify.

Ultimately, the important thing is how quickly you react, from identifying an issue to fixing it. In the last 15 or so months, we’ve had our fair share of problems. But we’ve been able to deal with them, not because we expected them, or saw them coming, but because we had the processes in place to deal with them.

Here’s what we learned.

Acting Fast

Tech issues will happen regardless of scale. Nothing ever has a 100% uptime. The challenge is to keep on top of things, make decisions quickly and stick to them.

The checkout is a good example. We’ve seen ours go down plenty of times in the past, for one reason or another. Sometimes, it’s not a major issue. But if you’re in the process of funneling $50k a day into your paid ads, as we were in spring 2020, missed opportunities can really add up.

So, when we started to scale, we set up an alert system to keep a real-time eye on sales. Every time we sold something a notification would come through. By the time we’d really ramped up our spend, we were getting a couple of notifications every minute.

Any longer, and we knew to look into things – to see if there was an issue. If there was, we could act quickly, either pulling back ad spend, or waiting to see if it was a natural slump in sales.

The Importance Of Customer Support

The biggest issue we’ve ever had was with our customer support. You can read about that one in more detail here, but, in short, a few years ago, new customers weren’t receiving their login details, which led to our small (at the time) customer support team becoming overwhelmed.

Issues can arise outside of your control

So, the moral for anyone thinking of scaling their ad spend is to have a customer service team in place to deal with any big issues. We were able to recruit and train a team remarkably quickly, but if we hadn’t, the issue could have spiraled out of control completely.

We learned that one the hard way – it took a lot of work, time and money to recover. Don’t let the same thing happen to you.

Thing Can Go Wrong At Any Time (And It Might Not Even Be Something You’ve Done)

Problems are ongoing, you see. And that’s just a matter of fact, the way it goes. For example, not long ago, we stumbled upon one that involved our upsell chain.

For context, once a customer purchases Viddyoze, they enter into an upsell funnel (further down the line). It’s pretty standard marketing practice, and it works very well for us. However, at some point, this stopped happening, affecting our long-term sales strategy.

We won’t bore you with the details, but we weren’t at fault. The issue originated elsewhere.

It was fixed, but here’s the thing that you need to note: issues can arise outside of your control. For instance, email browsers can change their security settings. Apple can update its privacy policy. The payment platform you use could tweak something innocuous. These issues, completely innocent, can inadvertently affect your flow.

Small Problems Quickly Become Big Problems At Scale

Another one we learned the hard way.

Our biggest market since day one has been the US. So, we’ve ended up selling in dollars. At the same time, we’re a UK-based company and pay most of our staff in pounds. Obviously, we have to convert one to the other on a regular basis. Usually, that’s not a massive issue. But at scale, it did become something of a monster.

At the time we didn’t have the banking infrastructure in place to convert our funds efficiently. On top of that, our ad spend is all in dollars. That meant we were converting our cash back into dollars in order to keep up our ad spend. These payments happen quite a lot (Facebook bills every few thousand you spend), each one accompanied by a hefty conversion fee.

Let’s just put it this way, at one point we were spending about a significant amount of profit on transaction fees. Yikes indeed. But again, when faced with this challenge, we responded quickly and accordingly. Needless to say, we no longer hand over an inordinate amount.

Mo’ Money Mo’ Problems

Whether you’re scaling up your ad spend, or going double platinum on your debut rap album, more money inevitably brings more problems.

Hopefully, the positives far outweigh the challenges you face. They did for us, by a long way. But that was only because we had the right people in place to fix things as they broke. Invest in a good team, and the rest will take care of itself.

Final, Final Takeaway

And there you have it. That was the final article in our paid ad series. Everything we did, learned, broke, fixed and spent over a remarkable period in our history. It’s been one hell of a ride. Getting it all down on ‘paper’ as we have done with this series has only made it seem more insane (and in a good way).

If you’d have told us back in January 2020 that we’d end up spending $1 million dollars on our paid ads over a 30-day period, we’d have called you crazy. But we did it. Crazy times, crazy numbers.

Pandemic or not, the stuff we learned was all pretty much best practice

Hopefully, you’ve found our trials and tribulations useful. We decided to put all this down not because we wanted to toot our own horn, but because we thought it might be beneficial to others.

Pandemic or not, the stuff we learned was all pretty much best practice: invest in people, look after your customers, get to know your audience, and be meticulous in tracking your data. These things were all true before Covid-19, and they will be after, when we eventually overcome it.

Maybe our mistakes, and the lessons we learned from them, will help you avoid a few headaches somewhere down the line. We hope they do. And we hope you find this series useful. Thank you for reading.

This article is part of our What We Learnt Spending $1 Million On Paid Ads Over 30 Days series. Check out the rest below:

There Will Always Be Buyers (Even In A Pandemic) How To Build An Awesome Landing Page That Converts How To Make a Facebook Video Advert That Actually Converts When It Comes To Paid Ads: Test, Test, Test Scaling Up: When Things Are Working, They’re Working For A Reason Building, Maintaining And Protecting You Brand Online The Importance Of Being Everywhere: Our Cross-Platform Ad Strategy Paid Advertising: Know Your Numbers Video Ads: Accept Things Will Break

Latest news

1

PR agency wins third consecutive award for public sector work Viva Wins Third Public Sector Award

PR agency wins third consecutive award for public sector work

20 Jun 2024

2

Burnley aerospace firm eyes global growth with new CFO Rob Smith Of Velocity Composites

Burnley aerospace firm eyes global growth with new CFO

20 Jun 2024

3

Brabners events to discuss growth and acquisition strategies Lytham Hall - Brabners.jpg.jpg

Brabners events to discuss growth and acquisition strategies

20 Jun 2024

4

Women's health in the workplace: the impact of the symptoms impact.png.png

Women's health in the workplace: the impact of the symptoms

20 Jun 2024

5

Are you aware of the consequences of dying without a will? Sara Jane Chorkley DRN

Are you aware of the consequences of dying without a will?

20 Jun 2024

Lbv116 Ltb Strip980
Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
RISE - The Academy for Female Leaders and Managers
WENDY BOWERS RISE Illustrstion copy.jpg.jpg
LBV Hub Seminars
11 Jun 2024 - 04 Dec 2024

RISE - The Academy for Female Leaders and Managers

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:00 - 16:30

Free 4 Week Growth Ignition Coaching Programme
UCLan Primary logo RKE.png.png
LBV Hub Seminars
19 Jun 2024 - 03 Jul 2024

Free 4 Week Growth Ignition Coaching Programme

Online, Preston, PR1 2HE

12:00 - 13:30

Business Networking in Lancaster - BNI Castle
EVENT LISTING BNI Castle.png.png
LBV Hub Networking
20 Jun 2024

Business Networking in Lancaster - BNI Castle

Vale of Lune RUFC, Powder House Lane, Lancaster, LA1 2TT

06:45 - 08:30

THE ABSOLUTELY FABULOUS COMEDY DINNER SHOW
AbFab Social Post.jpg.jpg
LBV Hub Social
20 Jun 2024 - 20 Jun 2024

THE ABSOLUTELY FABULOUS COMEDY DINNER SHOW

Crow Wood Hotel & Spa Resort, Burnley, BB12 0RT

18:30 - 23:00

Business Networking in Burnley - BNI Kudos
EVENT LISTING BNI Kudos.png.png
LBV Hub Networking
20 Jun 2024

Business Networking in Burnley - BNI Kudos

Prairie Sports Village, Windemere Avenue, Burnley, BB10 2FU

06:45 - 08:30

Business Networking in Preston - BNI Brunch
EVENT LISTING SIZING Brunch .png.png
LBV Hub Networking
21 Jun 2024

Business Networking in Preston - BNI Brunch

Samlesbury Preston Hotel, Preston New Road, Preston, PR5 0UL

09:30 - 11:00

June Preston Freelancer Meet-Up and Coworking
Screenshot 2024-06-13 at 14.03.18.png.png
LBV Hub Networking
21 Jun 2024 - 21 Jun 2024

June Preston Freelancer Meet-Up and Coworking

Society1 Coworking Space, Preston, PR1 3LT

10:00 - 12:00

Moonlight & Memories Walk 2024, St Catherine's Hospice
Moonlight2024.jpg.jpg
LBV Hub Fundraisers
22 Jun 2024 - 22 Jun 2024

Moonlight & Memories Walk 2024, St Catherine's Hospice

St Catherine's Hospice, Preston, PR5 5XU

18:00 - 23:00

Yellow Day 2024 St Catherine's Park
YRD 2024_TV screen_V02.jpg.jpg
LBV Hub Fundraisers
23 Jun 2024

Yellow Day 2024 St Catherine's Park

St Catherine's Hospice, Preston, Lancashire

10:45 - 16:00

Chamber Breakfast Networking
Chamber Logo1.png.png
LBV Hub Networking
23 Jun 2024

Chamber Breakfast Networking

Whitewells Catering Supplies, Heysham, LA3 2XE

08:00 - 10:00

Adult Mental Health First Aid - Online Course
Youth MHFA.png.png
LBV Hub Seminars
25 Jun 2024

Adult Mental Health First Aid - Online Course

MS Teams, N/A, N/A

10:00 - 12:30

Business Networking in Chorley - BNI Endeavour
EVENT LISTING SIZING Endeavour.png.png
LBV Hub Networking
25 Jun 2024

Business Networking in Chorley - BNI Endeavour

Oak Royal, Bury Lane, Chorley, PR6 8SW

06:30 - 08:30

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV116 Online Graphic
Subscribe now

Weekly news bulletin