Thread by @CTtheDisrupter

Facebook Ads Best Practices 30 Days of 30 🧵 *MEGA THREAD* PART 1
Day 30: How to Profitably Spend 1 Million Dollars a Year with 1 Facebook Campaign

A Series of 🧵 for #MarketingTwitter

How do you get to 1 Million dollar spend a year around 1 Facebook campaign that can then take less than 1 hour a day so that you can actually spend the rest of your time and energy focusing on real results with business principles that are going to create real change

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Because Facebook can be a constant and an asset to your business while you're adjusting other testing to move the needle even more, yes, Facebook can absolutely move the needle for you and change your business. 50%, a 100% can 10 X your business.

But there are a lot of other things that are very important as well. And most of the people that you see, the 5X, 10X, 20X their business, have all those other things in place. So my point is let's make Facebook easy. I'm here to help you begin to win at Facebook.

Let's Go!

Awesome.

First piece.

This is built around the idea that Facebook is a 1 KPI type platform.
Really we're trying to make one business objective occur and be our primary focus.

So with one business KPI being our focus and having 1 campaign per business objective.
If our primary objective is singular, then we only need 1 Facebook campaign.

But with one campaign per business objective, what we're doing is we're trying to collate all of our data and all of our spend so that we are able to grow in efficiency and teach the machine what our business objectives are.

Remember, Facebook is a machine learning platform.
If you're not investing your time and your resources into teaching it what success looks like for you, then you are fighting the machine, right?

There, there are many examples in history of people trying to do manual labor and a machine coming by.
Like, you can work your ass off to try and be the best runner in your town or the world.

You could run 20 miles an hour for like however long, but eventually he's going to come around with a moped and there's nothing you can be able to do to compete with those people.
You are going to lose to the machine.

It's an algorithm that looks at:
billions of people
on millions of websites
24 hours a day
collecting trillions of data points

You can either use the greatest invention from the Dawn of mankind to create intent at scale, using data, to deliver a singular business objective, or you can fight it.

If you fight it, you're ultimately going to have to scale your business based on hard work... hard work and getting lucky by making the right investments over and over again as your primary path to success.

If your success, longterm stability & longterm scale & longterm growth is directly dependent on your ability to produce more work, that means that you are infinitely limited in your ability to succeed, because it's only based around your time, your energy & your luck.

And if anybody thinks that you're going to get to be super successful based around your level of investment, believe me, it's not the way to win.

Almost every business that I know that has gone from 7 to 8 figures or 8 to 9 found the solution is never to work harder.
It's work smarter and utilize tools and resources to force multiply what is working for you?

So how do we utilize Facebook to get that done for us?
That ultimately brings us back down to this 1 campaign to get $1million.
$1M is $2,740 a day. Now that might seem like a lot, and that actually might not seem like that much.

So $2,740, whether you're at $100 a day, if $500 a day or a $1000 a day... is something you can achieve over a course of a year.

That's an average cost.

Like if you're succeeding, you're actually level things up.
Maybe the first half of the year, you're doing half of that in the second half of the year, you're doing two or three times that you can get there.

The purpose around 1 campaign is that because you're collating all of your data into 1 specific place you're going to get better & better over time because you're utilizing FB's trend analysis & big data to achieve efficiencies cuz you're prioritizing performance over short gains

We are no longer than be interested around trying to get the right retargeting stuff, the right audiences together, and like investing in a bunch of different places.

Remember, if you aren't investing in multiple places, what you are inherently doing is making sure that you have a wide diversity of places where Facebook is dumber than it should be.

Let me put it to you this way. If you have 10 Facebook campaigns, each one of them having five ad sets and each one of those ad sets having five ads. That's a total number of choices for Facebook to make that is 250.

So when you're trying to deliver a consistent result, not only do you have the Facebook algorithm, figuring everything that's going on, but it's also doing that across 250 different choices.

If you have 1 campaign w/ potentially 2, 3 or 4 ad sets and maybe 2, 3 ads per, in one campaign with four ad sets. Now you've taken 250 down to less than 20 total choices.
Now inherently, which do you think is do to better

If you're running 10 campaigns with five ad sets and five ads per
versus me
running one campaign, with dynamic creative and two or three absolute killer stud ads.

With my 1 campaign, I'm 50 times more powerful than you are because I made FB only have five decisions to make.

And because those all feed each other over time, they're going to get better and better over the course of time, which means I also don't have to be making a lot of new decisions.

I'm not introducing instability
and I'm not introducing the learning phase
and I'm not introducing a lot of risks
and my investment management is based around trying to get incremental gains over time.

I'm not trying to maintain the same performance that I have by addressing different investments and weighting those against each other.
Based on how I think the platform is going to best achieve.

Again, this is built around the idea that we are having a stable ecosystem that will mature over time.
It might not be as good as we need it today, or this week, maybe by the end of the month, we're going to be in a place where we break even.

But the goal is in three months, in six months and nine months or a year, you're going to be in a fundamentally different place.

I'll be handling much better problems than you are today

People that make complex ad accounts to try to prove that they're smarter than the system, keeping FB dumb & working against their own best interest & scaling their level of work to achieve success are solving the same problems today that they were solving two years ago

People that lean into the machine learning & get Facebook down to 90 mins a day or less. Maybe an hour a day or less.
Maybe an hour every couple of days max! They are now moving on to much better problems when they're able to scale their business by using tools to their advantage

So how is this getting all done?

Let me break this down to the first piece.

Number one:
The number one most important thing inside of Facebook is making sure that you have the right ads.

Remember your ads are web pages
every ad
every post
everything inside of your Facebook newsfeed
Your Facebook newsfeed and your Instagram feed are just a list of web pages. It is a browser, right? So every page actually, every post is actually a web page.

Ads have post IDs. That is the Facebook web page URL. For those web pages, Facebook measures the bounce rate, the click-through rate, the stickiness of those webpages, and then shows people webpages based on their estimated action rate to stick around

The average person, scrolls the height of the Eiffel tower on a daily basis.
Your job is to stop them for more than a few seconds so that you can keep somebody on the platform in a way that's also financially viable for your business.

That is what this all really comes down to

If you start to focus on audiences & customer journey & all of this stuff, what you're ultimately doing is you're saying is that FB could totally match out my ads to the person that best suits their needs, but I'm going to restrict the amount of choices for specific reasons.

Now there's absolutely ways where this can work, for instance, add to carts
Odds are it'll get a better result than broad targeting
However that also happens at a lower scale right?
You might be able to spend $50 a day or $200 a day on add to cart, but you can't spend a $1k a day

You could spend $10k a day against Broad.
Now that broad audience might not deliver you the result that you want today
& its prolly gunna do far worse if youre excluding that retargeting from your prospecting, because you've eliminated high quality traffic from the broad audience

But what you're also doing is you're introducing levels of instability and you're preventing the ads in your prospecting audience from being able to see the entire funnel, because you're probably also having different ads inside the retargeting.

Which basically says, I want to have ads that work & I want to have ads that don't work and I'm willing to let Facebook be smart in one place, I'm going to use my hard work and another one. And I'm going to then use luck as a business objective for me to invest into.

Guessing the future, to adjust your investment, to try to retroactively predict the future and use that as a path to success.
Now that is one not sustainable, two, not scalable, three, a ton of work.
And for something that will get progressively worse over time.

As the cost of inventory increases, doubling down & tripling down on the level of complexity that it requires for you to maintain success while introducing more and more instability in your ecosystem, is a serious the problem. I see so many people have it.

Believe me. I have seen thousands of ads, hundreds of ad accounts, legitimately hundreds of ad accounts across dozens of verticals. And this is a considerable problem that consistently happens over and over and over again.

So 1 campaign
If we focus that campaign around finding the best ads that deliver a stable result, it might not be good enough, but it's stable, which means it's projectable, which means that it's something that we can measure, which means that it's something that we can improve.

Then we can focus next week on doing better than this week. If we can focus on incremental gains on efficiency. And again, I'm focusing on efficiency, not level of spend.
Spend is an output of efficiency. Most people think of it the other way.

Many think " I need to spend more money. I need to spend more on it. I need to spend more money."
No, that is the wrong way of thinking. What you need to do is get lower and lower costs per target goal.

Let's say you need to sell something for $20, right? And that's your target CPA, and you're getting it for $19. You're going to come to me and say, well, "how do I double my spend and see success?"
My response to you is don't worry about doubling your spend

Get your cost from $20 down to $15, get your cost from $15 down to $10, I have reduced the cost of a purchase by at least 50%, it is not hard to take something that takes $60 to make a sale and get it down to $50 or $35.