Table of Contents
What Sets Tailwind Ads Apart from Other Ad Platforms?
Tailwind Ads was designed with small businesses in mind. For that reason, Tailwind Ads solves three primary problems that small businesses face when starting out with advertising for the first time:
Tailwind leverages AI to do more than just create your ads. We manage your monthly budget to ensure your best performing ads get the bulk of your budget, while reducing your spend for ads that don't perform as well. Tailwind will pause ads that just aren't working automatically, and we'll prompt you when it's time to set new ads live as well. We're simplifying the entire advertising experience for small businesses.
How Many Products Should I Start With?
The number of products you start with can depend on a few factors, but we generally recommend starting out with 3 to 5 products. These products can be either recent launches or some of your top-selling items.
When deciding how many products to run ads for, consider:
The monthly budget you set in Tailwind
How much of that budget each running product will get
We suggest setting your budget to support, at a minimum, $60 per product, per month. Why $60? This gives each product roughly $2 of spend per day, which allows enough budget for testing and learning. Any less budget per product may risk inadequate testing in the learning phase.
It's OK to spend more than $60 per product per month. Some businesses may only have a few products that they will ever want to advertise, and it's OK to scale budget up significantly for those items.
Once you decide to start adding more products over time, remember to revisit this budget-to-product ratio for optimum results.
How Long Does it Take to Start Seeing Results?
It's best to think about this question in two ways:
What results to be looking for
When to expect those results
What Results to Look For
Understandably, the most important results for many will be revenue. While that's the ultimate goal with marketing, it's also important to keep an eye out for other benefits you'll see as a result of running ads that tie into your larger marketing strategy. These include getting in front of more of the right audience, leading to higher engagement with your brand, more traffic, more newsletter subscribers, etc.
Why are those important? Because to really take your marketing to the next level, it's important to focus your efforts on addressing all parts of your marketing funnel. To say this another way, you should market your business not only to those looking to buy today, but also those who might be interested in your offerings in the future. In order to truly grow your business and scale your ability to advertise, it's important to constantly nurture a new audience who will ready to buy from you in 4-8 weeks.
This is why it's important to track things like new engagement you may be getting through digital downloads or newsletter signups for example, compared to just looking at an increase in sales numbers. While the above actions are not sales today, you have attracted someone who has a higher probability of buying in the future, which is exactly who you want to have in your funnel.
To this end, Tailwind uses data to automatically re-target anyone who has expressed interest in the past with campaigns to help nudge them further down the funnel. This is full-funnel marketing, and it's how Tailwind Ads helps you attract the right customers today AND down the road.
When to Expect Results
Once ads are set live, they will undergo a learning phase. The goal here being to see when, where, and with whom your ads are most successful.
One thing to keep in mind is that there are many factors that play into the time it takes to begin seeing results. Factors that affect results include things like the your industry, price point, time of year, competitive landscape, etc., so it's difficult to provide a concrete timeline for when to expect results.
Typically, we see it take at a minimum roughly 3 weeks for the learning to complete and for Tailwind to figure out how to best serve your ads and best optimize the budget between all possible channels and placements.
During this learning phase, you may see variations in metrics such as CPC (Cost-per-Click), but overtime that cost will come down and your ads should be shown more to audiences that are more likely to engage and purchase from your business.
In short, you'll likely start to get results after 3 weeks of running ads, but the biggest impact will occur once Tailwind has determined which ads will yield the best results.
How Do I Evaluate the Success of Tailwind Ads?
You can start to track things like site traffic, social engagement, newsletter signups, digital downloads, and sales starting from when the ads go live, but given the learning phase tends to take about 3 weeks at a minimum, it may be at least that long before you really start clearly seeing positive trends.
We also display metrics such as impressions, cost-per-click, and other useful metrics to see how your ads are performing overall.
If you have historical data from your ads prior to leveraging Tailwind Ads, this could give you an additional reference point to compare success; keeping in mind the ever changing factors mentioned above like seasonality and competitive landscape.
When Should I Create, Modify, or Remove Ads?
Once you've set your initial batch of ads live and let them run for a few weeks, Tailwind will have started to identify which ads perform best and start allocating more of your budget towards the best performers and away from the ones that don't do as well. Tailwind will even pause ads for you, so you don't have to worry about every doing that.
In that time, Tailwind will also create new ads for you, populating the Pending Ads tab for your approval. (Note: during the beta period, you may need to prompt Tailwind to create new ads for you).
For best results, we suggest making as few changes as possible to ads, as this may interfere with the optimization process.
That said, there still may be some manual updates you want to make:
When Should I Modify my Budget and How Much Should I Modify It at Once?
When starting out, we recommend 3-5 products. While keeping in mind that the more products ran, the more content we have to test with, so more products as a good thing as long as you have the budget to support them.
To ensure that you allocate enough budget for us to optimize your ads campaigns with, we recommend a minimum about $60 per product per month. This breaks down to about $2 per day per product, which allows for enough testing of the ad during the learning phase.
As you decide to add more products, either those Tailwind has generated for you or ones you've added manually, it's good to keep in mind making relative changes to the budget. For example, if you set 2 additional products live on top of the original 5 for a total of 7, that should correspond with a budget increase of about $120/mo. ($60/mo x 2 products).
Note: we do not recommend ever increasing your budget by more than 30% in a seven day period for any reason. If you're wanting to increase your budget from $1,000 per month to $2,000 per month, we recommend incrementally increasing your budget a little bit once per week until you reach your new steady state budget. Large, sudden changes to budgets can harm ad performance in the short term, so you should typically aim for an increase of approximately 20% at one time.
How Can I Optimize My Website and Marketing Strategy to Improve My Results?
While Tailwind Ads can help get your products in front of prospective buyers, it's important to ensure the experience they have after clicking the ad meets or exceeds their expectations and continues to build a strong relationship, ultimately leading to a raving customer.
Optimizing Your Website