If you are lacking confidence and freedom in your life while running Facebook ads… the honest truth is, your Facebook account is probably far too complex. You truly only need one campaign leveraging CBO and dynamic ads, to get to a 7figure a month ad spend. Let’s break this down, so you don’t have to work any harder than you absolutely need to!
Why You Only Need 1 Campaign & How it Works
When running Facebook ads, we have to understand Facebook is a machine learning platform. We also have to understand that we are spending money on ads, and we should be thinking about it like an investment banker. Lastly we need to prioritize the scientific method and also understand the priority of our business objectives.
The more campaigns that you run, and the more different products that you promote, the more complex and unstable and unpredictable and unreliable Facebook gets. not only that, but performance after the clique suffers dramatically as well, because you are unable to invest in nearly as meaningfully into the fly wheel of optimization around your best investment.
The way that the 1 campaign works, is by centralizing our investment to the single best use of our time in money so that not only does Facebook get better, but also we are able to test and improve our landing page and post transactional customer journey. Lastly, when we are spending money in multiple Campaigns, Targeting multiple audiences, with multiple products, we are not able to get Facebook being nearly as good at its job of delivering the best possible result for any one of those marketing efforts.
Structure and Execution of the 1 Campaign Facebook Account
Our one campaign really only ever needs three moving parts max.
We need a control environment. This is typically comprised of 3 to 5 of our absolute best post IDs to deliver a Stable and projectable and desirable results for the offer that we’ve deemed is the best investment with Acquisition and Growth ad spend.
The other two moving parts are multiple dynamic Creative tests. The purpose of these tests is to ultimately drive improved performance. The way that we can ensure a continually improving performance trend line for our business, is to launch these chess very specific objectives.
The objectives of our dynamic creative test should be one of two things.
The first being to take a concept that is currently working and to do that job better. Can we take a winning ad and make a better version of that ad so that we can replace the existing version of that ad with some thing that is more efficient? Will this new ad demand more spend so that we can reduce our average cost across our entire campaign in aggregate with high confidence?
The second being to launch a different concept that will appeal to a different audience. Because our ads create their own look-alike audiences based on her response to them. Remember the ads do the targeting, audiences have nothing to do with where your ads should go, they only serve as an exclusion to where your ads can be shown, and that’s a very important distinction. Our new Dynamic Creative Tests can appeal to different types of customers or overcome different objections or get different placements across Facebook ecosystem so that we can ultimately drive more scale and spend, because we have ads that appeal to new and different people.
How to Scale a 1 Campaign Facebook Ad Account
Scaling Facebook add results, is doing one of two things. Either we can make our Facebook account more efficient, getting more results for the same investment. Or we can focus on spending more money to drive a higher volume of results.
Our primary effort should always be to stabilize and improve efficiency. In the single campaign where we are doing both Testing and Scaling, Scaling often comes as a byproduct of cost averaging our net performance down over time.
The other way of scaling is to spend more money. However we need to understand that when we spend more money our costs will almost assuredly rise with time. We know this will happen because the algebra of Facebook has budget as one of the three pillars in the variables determine our bid.
When we scale efficiency we have the opportunity of increasing budget because we haven’t given ourselves a margin below our target CPA.
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