“Hey Meg, when are you going to do an ad campaign? You know, most *real* business owners are desperate to sell their sitting inventory, and ads help!” -Ben Chestnut, Mailchimp CEO
“MEG! How’s it going? How much inventory are you sitting on? What about that ad campaign we talked about? What’s your budget? How much did you make yesterday? You can’t take orders to the bank!” (insert Mr. Burns emoji) -Tom Klein, Mailchimp CMO
I felt intimidated by the process of setting up and running an ad campaign. I worried that it’d be confusing to do and I’d mess it up or I’d lose tons of money and make no real payoff. But after enough harassment from our executive team, and with my impending long vacation looming, I eventually realized I needed to buck up and get it done. Embiggened (that’s for you, Tom) by this newly discovered confidence, I sat down at my computer and pulled up my Facebook Ads account. After staring at the page for a few minutes, I looked back down at my “To-Do Before Vacation” list. Still lots to be done, and it was getting late.
Suddenly, Melissa passed by my desk. So I yelled at her.
“Melissa! How am I going to get this done before I leave?”
Next thing I knew, she’d grabbed a pencil out of my pen cup and we were marking things off my checklist.
For longer than an hour, we stood at my desk trying to tackle the ads. Inside Facebook Ads Manager, we made a Facebook ad and an Instagram ad. We brainstormed copy, decided on which images and gifs to use, and settled on an amount we’d be willing to spend ($2,000 per ad). We decided to let the ads run until the budget ran out and made our best guesses about the types of audiences we wanted to reach. It was easy enough to figure out, if a little convoluted. I definitely shouldn’t have been as intimidated as I was. Essentially, it’s just a string of decisions you have to make, one by one, until you finally work up the courage to hit “Confirm.”