The honest truth is... the Facebook Ads algorithm hasn't had any dramatic changes in many years
The path to success is simple, not necessarily easy, but it is simple
We need to focus on:
How the Facebook Ads algorithm works
&
How can we lean into how it's designed to be used
iOS14 was the latest in a long line of "Apocalyptic Events" in Facebook ads
Much like the invention of the Facebook Pixel, and the Power 5...
iOS14 divided the marketing world between
those who blamed it for their difficulties
and those who were even more successful afterwards
Broad isn't a LACK OF TARGETING
Broad IS a lack of inhibition on the Lookalike audiences that each Post ID makes for themselves with data
Each ad collects data & Facebook uses that data to determine who to show that content to
Audiences, and iOS14, have nothing to do with that
Interest groups were made 10 years ago to mimic affinity audiences on Google, and FB stopped supporting the tech with devs years ago.
In fact, 2/3rds of an interest group might be bad impressions
Lookalikes and Retargeting are also duplicitous to how Broad already functions
Also, Audiences don't "target"
That's not how Facebook works
Facebook wants users to see content they want to see
Every ad collects data on how people respond to it
Facebook uses this data to determine who to show that ad to next
Spend is a meritocracy based on this principle
Because Facebook has user data going back over a decade on most people...
not only what they do on FB & IG
but what they do all around the web
Facebook also knows your buying behavior and tax information
When and What do you buy...
and they also know what you did before that
Facebook is about using the best ads you can
to earn the best quality impressions
to create consumer intent at scale
to create customer journeys
Broad lets that work most efficiently
Audiences cost extra
Paying more, to get less
is never a good business model
That's the trick
The real issue here is whether or not you are making valuable decisions with the data you have
The honest truth is that it is RARE for any one ad to be the lion's share of why a customer's journey began
What happens at the end of the intent creation journey is rarely scalable
The idea of "Attribution"
was a sales pitch from decades ago
We have to understand where these misconceptions come from, if we want to be confident in understanding why need to reject the thinking fully.
That doesn't mean its useless
but other metrics mean far far more
We cannot say that the last click, is why someone actually wanted to click to begin with
Not only does this not make any sense
But it also presents us with an action plan of valuing the last touch as what creates the behavior
This is a fallacy that creates instability for all
The value of data...
is in the value of the action we take because of it
We also have to let Facebook know what data to consider when it makes decisions as our employee
Remember, we are the ADS MANAGER
The biggest debate here is:
What Attribution window do we even use?
When our system is large enough and robust enough to allow Facebook to focus on only converting the low-hanging fruit, we can position it as such
Facebook shouldn't be your only source of revenue & that means we might have a great machine that it amplifies
We can lean into that
When Facebook is an amplification tool in a growing business...
or the volume of data is small due to high CPAs or Low Spend...
we can let Facebook focus on the touch points prior to the overall conversion
even if that occurs well outside the session started with a FB ad click
You should NEVER use any attribution model other than either 1day Click or 7day Click & 1day View
There is just no good reason to ever mitigate these hyperbolic data distributions
Don't focus on getting less value
Pick a side, and dive in deep
The middle ground is a wasteland
The days of having
TOF & MOF & BOF campaigns
are gone
They have been since 2018
oCPM and the Power 5 made this thinking obsolete
*outside of very specific strategic employments of Rebuttal Upsells & DPA ads
This is not up for debate
a Good ROAS means NOTHING!
There are some very old and very common ideas that we just NEED to move away from forever.
The way that Facebook used to run, back in 2014 and 2017, those strategies had tremendous value then, but those ideals are just obsolete now.
Take this as your permission, to just move on
Bottom Line:
YOU NEED TO BE USING DYNAMIC CREATIVE
If you don't, know that your competition is, and they will get the premium inventory in auctions, their costs will drop, and you will continue to fall further behind.
This is a certainty
And an advantage... lean in, or lose!
Share On:
RECENT POST
CONNECT WITH ME
