The easiest way to confidently grow a brand with Facebook Ads is build a single campaign account where both testing and scaling occur under one roof
This leverages both the scientific method & machine learning to produce stable results that are projectable and easy to manage
Many folks prioritize audiences, and bidding models… ignoring that stability is far more important than volatility upside.
The goal of Facebook is to let higher value decisions to get made after the click and amplify successful business models
Don’t prioritize ego!
Far too many people prioritize the diversification of their investments far too much.
Is it really worth it to spend less money on a lot of lesser options, in a highly temporary fashion, to make the capitalization of your best investment more difficult
Remember that keeping a consistently improving volume & quality of traffic that looks very similar to your site
makes it exceptionally easier to improve conversion rate, second purchase rate, LTV & an innumerable amount of more important KPI’s
than the ego of a marketer with ROAS
When we limit the overall number of campaigns
& we restrict our overall audiences to purely who our ads appeal to
& we can funnel every one of these users into the same customer experience
Then we maximize the value of our investment to most effectively amplify our business model
Remember that with every penny we invest in Facebook and every impression we deliver in the auction…
Our focus is not only to deliver a return but also make the machine smarter at doing the single most important job they were asking it to do for us
Distractions here are costly
The foundation of a one campaign ad account
Is also the foundation of every statistically significant data based decision in the business world
You need to have projectable stability as a control element
So that you can truly understand the value of any test you run against it
Once we have an established benchmark to test against
We can begin to leverage Facebook‘s most powerful creative testing tool
DCTs let us not only do market research at scale but also allows FB to deliver us w/ an answer to:
“What is the best way to be algorithmically aligned?”
The purpose of any test should be to deliver a very high confidence binary answer to a high value question
The easiest type of test to run is simply an improvement on an existing control element
We don’t need to reinvent the wheel
More of the same, but better is an easy win
The idea that an audience has anything to do other than restrict where the ad can go, which ultimately increases the price and reduces the efficiency especially as you scale, Is a lie
It has been many years now since any social media platform has relied on random distribution
Strategically
Our creative testing through dynamic creative should be designed to solve problems and answer questions
When we are presented with more options then we have the resources to properly test
We can prioritize our efforts to getting answers that have the most value
Remember that scaling an ad account has far more to do with improving the efficiency of the existing stable output elements…
Than it will ever be about destroying the stability you have to take advantage of a short window of opportunity
Think Bigger & Plan Ahead
When we can improve the margin per transaction
We are also improving the margin for customer journey
When we can be more efficient inside of the platform
In this set up that comes as a ramification of being algorithmically aligned
This also gives us higher quality traffic
Of course we can always scale an account by adding budget
We have to remember that the reason our efficiency will likely go down when we add budget is that the ad itself has to reach further & further away from the lowest hanging fruit with in the audience it made for itself
The secret to scaling any ad account…
Is to focus on the efficiency so that we can have a larger margin with which to invest into
As long as we always have a margin between our max allowable CPA & what we are currently delivering consistent results at..
We can always spend more
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