Thread by @CTtheDisrupter

Facebook Ads Best Practices 30 Days of 30 🧵
Day 27: Duplicating Ad Sets in Facebook
The Good & The Bad... and the Ugly:
The Straight Dope Behind this Commonly Taught Strategy
Or
Short Wins vs LongTerm Success

A Series of 🧵 for #MarketingTwitter

To do or not to do: what are you supposed to do with your ad sets?
Well, people say you can do this to scale.
Other people say it's a really bad idea.
Hint, hint, their actually both right.

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So what are we going to get to now?
This is a big piece.
It's a highly contested topic of conversation.

And I’ve talked to you about experts all over the world and everybody's sort of got an “informed” opinion.

There are some people that can absolutely go in with this methodology. There's some people that absolutely lose with this methodology.
Why does it work?
What do you need to know?
What do you need to understand?
What are the liabilities?

What are your best assets and what do you need to do right now when it comes to duping your ad sets and Facebook.

When it comes to duping your ad sets inside of Facebook, what do you need to know?

Let's get to it.

So

A very common practice inside of Facebook that comes from the gurus is to copy your ads.
Now, most of the time, the validation for this idea of copying your ad sets, or even your ads within an ad set, is that you're going to reach different pockets of your audience.

The idea basically being that, if we can spend money here and it works, why not spend the same money in four or five different times?

And just try to scale.

Now, I'll be honest with you.
This can absolutely take your account from like $600 a day to a $1k.

It might even get you from $1500 to $2000, but it's never going to get you from $1k to $5k.

And it sure as hell is never going to get you to $20,000 a day in spend.

Now, there is a law of diminishing returns that comes from here.

I do see a lot of Facebook "experts" preaching this because they don't understand how their business actually works, how their client's business actually works.
So let me break down the theory first.

The theory behind doing it is if you have an ad set that is doing well & you duplicate it, theoretically you'd have 2 salesmen both going after different customers

The argument against this is that often will you have audience overlap & bidding against yourself, which isn't true

However, what you will have is more and more of your ads reaching more and more people that aren't good for you.
So yes, at some point you are going to reach more of that audience, but also you're not reaching necessarily more good people.

There are far more negative experiences with an ad inside of somebody's speed than a positive one.
So the real liability isn't that you're bidding against yourself

It's that you are creating more negative experiences.

You are lowering your estimated action rate.

You are increasing your CPMs.

You are increasing the likelihood of your ad account to not work.

Now.

That is an effort that magnifies over time, it gets worse and worse.

So if you're duplicating ad sets, often you are magnifying this issue.

It will get worse and worse.

You are going to see rising CPMs.

You are going to see rising CPAs.

You are going to see your ads get poor performance, faster and faster and faster because you're showing them not only to more good people, but to a lot more bad people.

Now, yes, you are going to get a greater reach because you've increased your budget.

Totally.

There is something to be said... can this work at a smaller level?

Where if you raise your budget from $500 to a $800 inside of one ad set, is it better to maybe have two ad sets at $400?

Maybe...

Because initially you're basically hitting the same estimate action, right? well, no...

But you're keeping the budget at the same spot.

Yeah.

It could be good for you.

And it's probably going to go away in four to seven days.

If you notice, the people that talk about duping their ad sets are saying this is something they just do all the time.

They literally mean that all the time, several times a week, they're doing it over and over and over again.

They got things firing in all different directions.

Now that works in the short term

If limited success is your goal...
If your goal is to find an extra $500 today that will cost you an extra thousand bucks tomorrow, then Hey, look, go for it.

If your goal is to build a business and get to 7figures...
99 of 100 times, you're never going to get there doing this type of strategy .

It's just not the way the business works.

So with that being said, what we really need to be mindful here is why does it work?

Again, it works because we do see initially some decent results because we haven't really deprecated our estimated action rate yet.

We're keeping our reach higher.

Plus, we are keeping our budget low against any individual ad, and that's where this starts to create problems.

Is that you now?
When you extrapolate this out over 5, 10, 20 times...
You are effectively keeping every one of those ad sets DUMB and you're actually making it DUMBER because you're not investing more into it.

You're investing into other competitive ads and efficiency doesn't grow from competition.
So you're investing in resources that you don't intend to use long-term which limits your ability to see stability larger level.

Also once you have 5, 10, 20 moving parts, it's a lot harder to understand what goes wrong.

Anybody will tell you it's far easier to fix a simple machine than a complicated one.

If you have 100 moving parts, it's infinitely more difficult to solve a problem than if you have 10.

It's not 10 times more difficult.
It's massively more than that.
Example:
1 ad set w/ 3 ads versus 10 ad sets with 5 or 10 ads where you've got each ad, duplicate once or twice.

Facebook's goal is to deliver a consistent stable results.

Your goal is to take that stable, consistent results and improve.

That's the big thing here.

Can you take something that works and can you make it better?

That's what really matters.

Talking about this, what we're really getting down to is, are you trying to set yourself up for a short win today or for long-term success.

To go from $500 a day to $800 we can 100% manage this duplicating ad sets over and over again because you don't really have that much work.

You're not really using machine learning that much.

You're struggling uphill all the time
But if you're willing and eager to work as hard, as hard as possible because, then longterm growth isn't an attainable goal of yours.

Because you're choosing the wrong path to success

If your goal is to get from $500 a day to $800.
The way that you get there is very different than if your goal is to get to $8k a day.
And that's the big piece.

Generally the people that talk about duplicating their ads are those that talk about at Facebook performance for the clients.
You know, who doesn't give a f*ck about Facebook performance: Your banker
Your finance department
Your customers
They don't care about that.

Do you care where your money comes from?
If it's an illegitimate number, do you care about how much work goes into something?
Cause it's going to get harder and harder and harder to get to the next level!

How you get to $5k, $10k, $50k days... is not by hacking your way by creating more and more work in an unstable fashion is not scalable.

The solution here:
You can pick and choose what types of problems you want to have on Facebook.
That is absolutely how it works.
It's a machine learning platform.
You teach it how to operate.

If you teach it to de-prioritize stability and instead prioritize getting lucky and gambling.
Well, then you can be a really great poker player, but you're not making any money when you're not winning the poker game.

I don't know about you...
but the idea of only ever being able to make as much money as what's directly in front of me and having to work harder and harder and harder just to get a little bit more.

It seems like a far, far worse situation than building something that grows in a stable fashion projectively for years.

The way you get to an 8-figure business is not worrying about how to hack your way to an extra $300 on Facebook.

That's actually how you prevent from ever even being a 7-figure business.

So decide what success looks for you.

Do you want to have a million dollar business or do you want to spend an extra couple hundred bucks today? The choice is yours!