Optimizing your Facebook ad account is one of the most important skills for any media buyer
and is the source of some of the absolute worst advice from the public at large
This is where misalignment between a media buyer & a business owner truly causes the most issue for the vast majority of our accounts
So let’s fix that, this could change your life
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The biggest mistake most people make
The most common mistake when trying to improve ad account performance stems from the idea of trying to capitalize on where you’re doing the best
I get it, it makes sense, this thing is working, let me spend more
However this direction, is built on a fundamental misunderstanding of how Facebook works
Things like:
This lookalike is better than this interest group
Instagram is better than Facebook
Broad just steals all the money
The reason that you see performance that’s really good in one place & also see that place get much less spend is absolutely corollary
The reason for such good performance is because your ad spend was lower, & dumb luck
This is what’s called the breakdown effect
There’s only so many people that your ad will appeal to you
at the price your willing to pay
w/ the Creative that you have
on the day that you’re trying to spend
on the platform you said we are trying to spend it
in relation to every other advertiser on the platform
when any user refreshes their feed
There is not an infinite amount of people who are logging into Facebook and Instagram desperately hoping to see all of your hard work
Facebook is doing its best to try to find the mix of people, and ultimately curate the best overall user journey, to deliver your desired business objectives, while also putting their user’s experience as the absolute top priority
The misconception here is it throw all of your money at where we see the best result
Actually it’s all about how do you improve the blended net average
Most often, this is done by removing the worst choices Facebook can make on your behalf and consolidating your data set
One of the reasons that interest group & lookalike is doing so well, it’s because it’s stealing results from Broad
and it’s also not scalable
See you’re making Facebook dumb in a specific effort to prevent your ability to grow your business
The most important business objective is stable growth
Far too many people try to prioritize taking absolute advantage of today
If you 10x ad spend today and you can’t break even next week is it really a good idea?
What’s most important for a business owner is consistent performance that can be improved in a reliable and projectable fashion
If you can go from $100-$1000 ad spend today that’s great
But if instead you worked up from $100-$2000 a day over the next few months
Then every single day would be twice as good as the day you destroyed your ad account to
try to get to It’s far easier,
and will make you way more money
to get a 2% gain in your business every week
Which would 3X your business in the first year
9X your business in the second year
and ultimately get you a business
nearly 30 times larger in just three years
Than it is to 10x your business today,
which will make you struggle to even break even next month
Success comes from the work of a team and systems
Far too often Marketers end up trying to take credit for the work of many other people From product development, to SEO
From email to Organic etc
The most powerful thing a media buyer can do for a business is offer a stable baseline that allows every team member to get better
Being a good teammate will almost always produce a better result than 1 person H
ere are a few things that are impossible:
Improving the Conversion Rate of a Landing page when the traffic changes dramatically every day
Managing inventory when the burn rate is left completely up to chance
Managing corporate finances when cash flow is based on playing the lottery
Growing a business when today is far more important than one month from now  
Ultimately it’s about keeping it simple
Facebook is really really smart
None of us will ever be able to compete
Facebook is also our employee
We are the manager
Make it extremely difficult to fail
By consistently improving the quality of choices or employees can make
Stop testing single post id ads
Stop running ABO
Stop using LALs & Interest Groups
They all make your employee dumber
Use CBO, Broad & Dynamic Ads
Give a damn about your partner
When you keep your employees dumb
and run your business on being reactive
nd hoping to get lucky
Who is actually at fault when it fails
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