There are very basic principles that are essential knowledge for anyone who is trying to be successful
But we see every day that far too many people completely misunderstand them
If you don't OWN this information
You'll never be close to achieving your potential
That's not good
Every single social media post is a webpage within that platform
Facebook, and all other modern oCPM social media platforms like TikTok & Instagram & YouTube & SnapChat etc... operate the same way
There is no difference between paid and organic content in how the machine learns
Facebook, and all other social media platforms that work as an oCPM environment... are tracking user behavior, to show users the types of content that they want to see
Facebook Ads rely on the data of what happens in the platform, as well as what you do in the real world
iOS14 has never, and will never, be able to block Facebook, or any other platform, from seeing what users do on their platform
Facebook & all other platforms, prioritize the user experience
Machine learning works to do this dynamically
Our ads need to meet this goal & our own
Every piece of content with a social media platform is just a webpage within that platform's website
The Facebook app, is just a dynamic portal that adapts and responds to your behavior
This is necessary information to understand how the user experience affects unit economics
Ads run the same way that organic content does
Ads are paid efforts to monetize attention
Every effort to monetize requires the ability to profit from that effort
Better ads get a better cost on the inventory for new impressions - this is shown as lower CPMs
Don't think of Broad as "the lack of targeting"
because that's not true at all
Think of Broad as "the lack of inhibition" for each Post IDs' own audience
If we know that ads do the targeting
We have to understand that audiences don't
Audiences also cost extra as a tax on CPM
We know that EVERY AD is a POST ID
We know that EVERY POST ID curates a merit-based audience of users who are most likely to have a better experience on the platform because they were exposed to it at a certain time
Focus on the best mutually beneficial fit for user & business
We see better costs and a greater volume of incremental lift when we make content that people want to see, and that creates a better user experience for those folks, both on Facebook and in our customer journey funnel
There is very little difference between ads and organic posts
EVERY FACEBOOK AD MAKES ITS OWN LOOKALIKE AUDIENCE
(FULL STOP)
When we focus on having a nice Venn-Diagram of complimentary concepts and content types...
We can abandon audiences
We can reduce costs over time
We can SCALE WITH CONFIDENCE
When we use the tool properly, we win!
No one WANTS to see your ads
Our ads are a BURDEN on the user experience
When we force our ads on to people, what we pay for ads is directly correlated to how big of a burden our ad is
When we restrict the ads from being shown to the best users in their own LAL, we pay more $$
DCTs have an unfair advantage in the marketplace over single Post ID ads because of how the webpage (every post id is a webpage) has dynamic elements that evolve and adapt
Think of them as Single Post ID factories
Their life goal should be to produce the best possible Post IDs
Because DCTs are built on Adaptive Webpages, rather than static ones... they can collate the data of all ad iterations vs. forcing each ad to compete against each other with siloed datasets
Dynamic Creatives also do get better over time, and that is always a good thing, right?
The Scientific Method and Machine Learning are an extremely powerful combination of historically proven best practices
The only argument against DCTs is that a person could do better just guessing, even if its a very educated guess
No empirical data supports this argument
Every decision that we make in the platform should be binary
Extreme confidence comes from the elimination of doubt
When we set our DCTs up to be optimized with respect to complexity, we also set the machine up to give us the most actionable data for planning, and that is vital
Tests must be run until you are confident in the results and the outcome
Don't start tests you can't afford to see out
Lastly, the lack of a projectable outcome is also an acceptable result
You can determine that something is too volatile to trust
These are VITAL truths
Since every DCT is a Post ID Factory
All we need to do is grab the best webpage that was created within this dynamic and adaptive environment to put our marketing efforts in as best as possible alignment with both Facebook's, and our own, business model & objective needs
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